Agricultural Marketing and Consumer Behavior in a Changing by Klaus G. Grunert, Hanne Harmsen, Hanne Hartvig Larsen, Elin

By Klaus G. Grunert, Hanne Harmsen, Hanne Hartvig Larsen, Elin Sørensen, Søren Bisp (auth.), Berend Wierenga, Aad van Tilburg, Klaus Grunert, Jan-Benedict E. M. Steenkamp, Michel Wedel (eds.)

As in lots of different sectors, in agribusiness significant alterations are occurring. at the call for part, shoppers are altering life, consuming and buying behavior, and more and more are difficult extra lodging of those wishes within the grocery store. in regards to the availability: the conventional distribution channel dominators - brands of branded shopper items - try difficult to safeguard their positions opposed to outlets, who assemble and use information regarding the shopper to streamline their organizations and increase their ties with the shopper. the rural manufacturers, in the meantime, face elevated laws with reference to foodstuff ingredients, insecticides, and herbicides. Pressures upward thrust as their enterprise turns into extra really expert and capital-intensive than that in their predecessors. eventually, the bigger political weather isn't really so favorable to agriculture, which now has to compete within the international marketplace with out major govt help.
This name describes and translates alterations within the area of agriculture and nutrients. The individuals boost the subject of taking an interdisciplinary method of dealing with those adjustments, utilizing suggestions and strategies built typically advertising, that are tailored in order to follow to the actual features of the foodstuff and agriculture zone.
This booklet is released to honor the prestigious profession of Professor Mathew T.G. Meulenberg from Wageningen Agricultural college, at the get together of his retirement in September 1996. As a scientist, instructor, and consultant to the agribusiness and the govt., Professor Meulenberg has made a huge contribution to the advance of selling, in and out the area of agriculture.

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Consumers eat smaller quantities, have less time available for buying, preparation, and consumption, demand lighter and healthier food, want opportunities for variation and a convenient supply. Moreover, in this postmodern time, demand becomes more fragmented with specific segments (sometimes very small) asking for specific products. Also consumers become more varied and less predictable: the same consumer can demonstrate very different types of buying behaviour at different times. Information Technology makes it possible to monitor this capricious consumer directly and translate hislher behaviour into policies and actions for the delivering stages of the food channel.

7 '----.. 3. Future research These two studies are first attempts at a more integrative treatment of the various elements of consumer quality perception and decision-making processes in the food area. Especially the integration of before-purchase considerations and after-purchase 26 KLAUS G. GRUNERT, HANNE HARMSEN, HANNE HARTVIG LARSEN, ELIN S0RENSEN & S0REN BISP behaviour holds lots of potential for future research. The same goes for the integration of technical specifications and sensory characteristics, integrating the now quite isolated areas of sensory analysis and Quality Function Deployment into mainstream consumer research.

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