Can consumers buy alternative foods at a big box supermarket?

ABSTRACT

While consumers in affluent countries are ever hungry for alternatives to the ‘Big-Food’ mainstream, critical scholars have raised serious questions about the meaning of ‘alternative’ food products. I explore scholarly critiques of alternative food, and argue against a binary approach that sees foods as either alternative or not alternative. Instead, I suggest the utility of taking a multifaceted, ‘family of issues’ approach that is both reflexive and materialist. The case of ethical meat is used to explore the myriad, often contradictory ideals contained within consumers’ search for alternatives to mainstream market options. Three cautionary lessons are put forward. First, the goal of producing myriad consumer alternatives is significantly hampered by the competing, and often contradictory demands of market forces. Second, the discourse of food alternatives uses a ‘win-win’ logic suggesting that consumer sacrifice or change is unnecessary; the challenge of reshaping, and even downgrading consumer expectations is a necessary, but tremendous challenge facing consumer projects for ecological and social change. Third, the search for eco-social alternatives cannot simply make consumers feel good about their purchases, but must address the material realities and limitations of niche markets, and the need for structural reform to the food system.     

Why Country of Origin Still Matters in Food Retailing: Implications for Promotion Management Research

ABSTRACT

Despite considerable focus on the role of country image (CI) and country of origin (COO) in international marketing and consumer behavior research over the past fifty years, several meta-analyses suggest that knowledge of the impact on consumer decision-making is limited. Even though they are among the most commonly traded items, food products (have not received as much attention from researchers as other product categories (i.e. consumer electronics, cars, apparel and footwear). Further, most of the research that focuses on food was conducted prior to the introduction of mandatory labelling requirements in many major retail markets. This critical review contributes to the literature examining the role that this information plays in food retailing within the context of international trade in food. From this critical review, a research agenda is developed, highlighting several major avenues and methodological approaches with the aim of enhancing the relevance and validity of COO research in food retailing and promotion management.     

Estimating Consumer Preferences for Value-Added Fish Products in Oman

Abstract

The European meat industry is confronted with substantial changes of consumer preferences in relation to the type and quantity of meat in everyday diet. One of the main reasons behind these changes is the public impression that meat is a “dangerous” to consume food. This feeling is the result of recent food scares where meat played a central role and their effect on consumers' perceptions about meat safety. The research at hand explores the market potential of organic meat in Greece and emphasizes the perceptions about meat consumption held by organic consumers as opposed to those held by non-consumers of organic foods. It is expected that organic consumers will be more interested in a series of quality attributes of meat commonly found in its organic type, in comparison to non-consumers of organic food. However, the main finding of the survey is that consumer demands in relation to meat quality and safety are particularly high, irrespective of meat's production method. The research concludes that the particularly low consumption of organic meat in Greece should be partially attributed to its insufficient differentiation in consumers' minds.     

Genetically Modified Foods

ABSTRACT

This study outlines the controversy surrounding genetically modified organisms (GMOs) and how it impacts North American based food service companies' marketing policies. Recent developments have made foods derived from GMOs a strategic marketing challenge for food service franchise and chain operations. Headlines such as “Why McDonalds Pulled Frankenfries from Menus” have unwittingly put restaurants on the frontline of the battle over foods made from GMOs (Martin, 2000). A survey method was used to explore food service operations' views regarding consumer acceptance of GMOs, right to know issues (labeling) and the benefits of GMOs, as well as food service companies' strategic response to this emerging technology. Findings indicate that food service establishments were generally concerned about customer opinions and tend to prefer government mandated labeling of GMOs. They also tend to feel that GMOs offer potential benefits to their industry and that customer concerns may fade over time.     

Local Versus Visitor Perceptions of Farmers’ Markets

There has been an increasing focus on the local food movement and farmers’ markets that supply this food. Most studies have focused on profiling the consumer or motivations for purchasing local food; however, few have focused on the differences in those who frequent such tourism offerings. The purpose of this research study, therefore, was to examine differences between visitors and residents regarding motivations and preferences for buying local and organic food at farmers’ markets. There has been an increasing focus on the local food market due to food security awareness, consumer responsibility, and food trends such as the 100-mile diet and preference of local and organic. Using 322 completed surveys, responses were analyzed to examine significant differences. The results show a difference in motivations of visitors and locals in regard to their frequenting of farmers markets, as well as the frequency of their use. Increasingly within tourism there has been a focus on the local or authentic tourism experience; therefore, understanding the differences in visitor preferences may help both destinations and the markets themselves to cater to different preferences among their clientele.     

Understanding and Profitably Serving the ‘Close-Contact’ Consumer

Abstract

According to many recently published accounts, systems for food creation and distribution are consistently providing inferior foods. For example, at this writing prepackaged spinach distributed in the U.S. has been found tainted with E-coli bacteria. We briefly review and discuss a few of these published accounts. We define and discuss the concept of the Close-Contact consumer segment that has arisen at least partially in response to perceived weaknesses in domestic and international food creation and distribution systems. The Close-Contact consumer is termed Close-Contact because s/he seeks to have a higher than average level of knowledge about the source of his/her food and the policies of his/ her food suppliers. Thoughts about the Close-Contact consumer arose after dozens of conversations and informal small group discussions with customers. We view the characteristics of Close-Contact consumers and describe marketing programs targeted to this growing consumer group. The Close-Contact consumer responds particularly well to personalized service and full information disclosure regarding food suppliers and food products. Whether in restaurants or grocery store environments, the Close-Contact consumer expects high information availability about the food that s/he consumes.     

Social Marketing of a Fortified Staple Food at Scale: Generating Demand for Fortified Rice in Brazil

ABSTRACT

This paper describes the social marketing strategy implemented by PATH and GAIN to create a sustainable market for rice fortification in Brazil and develop a replicable model relevant to other geographies. It draws on market research on consumer attitudes and practices, as well as key demand and consumer metrics before and after execution of the social marketing campaign in Brazil. This marketing endeavor succeeded in establishing the viability of introducing fortified rice in a country through a purely market-based approach. Whereas social marketing is vital to the introduction and scale-up of fortified staple foods through commercial markets, it is not sufficient to achieve meaningful scale and sustainability. Engagement from the public and social sectors, clear governance, and other factors are critical to substantial and long-term impact. Lessons from this first attempt to introduce a fortified staple food through a market-based approach are relevant to similar initiatives elsewhere.     

Who buys from farmers’ markets and farm shops: The case of Germany

In this article, we analyze the influence of sociodemographic factors and consumer attitudes toward direct marketing products and sources (outlets) on the frequency of buying food from farmers’ markets and farm shops. By conducting an intercept survey with pedestrians in 2011 and 2012, we interviewed a total of n = 550 consumers. The target regions of the study were the Eastern German federal states. The study uses two ordered logit regression models to investigate consumers’ shopping behaviour at farmers’ markets and farm shops separately. We find that different factors significantly influence consumers’ buying behaviour at the two direct marketing outlets. Specifically, both a more favorable view toward the freshness of directly marketed foods and the intention to support local producers are positively related to consumers’ purchase frequency from farmers’ markets. In contrast, consumers’ purchase frequency from farm shops is significantly influenced by their perception of the cost of the products, confidence in food producers of directly marketed products, perception of the safety of the food and perception of the accessibility of farm shops. The study results indicate that considering consumer behaviour separately for different direct marketing channels for food rather than considering the entire category of local food outlets may provide new and valuable insights.     

Food Product Development,Food Regulations and Policies—Compatible or Not?

SUMMARY

Laws and regulations govern many aspects of life in order to guide and protect individuals. The Food and Drug Administration regulates the development, production and marketing of foods, pharmaceuticals, and biotechnologies to maintain safe and high quality products for consumers. However, in recent years, food manufacturers seem to have forged ahead of the FDA's regulations and entered uncharted, unregulated areas. This paper examines the impact the FDA has on new food product development, particularly the impact on new technological food products and suggests the use of a team-based approach in evaluating and establishing regulations in the food industry.     

Perceived Value of Mexican vs. US Products in Mexico,Venezuela and the United States

Abstract

With the advent of NAFTA and the liberalization of Latin American markets, Mexican firms have gained new strategic options, many of which revolve around exporting regionally or to the United States and Canada. The studies explore consumer reactions to Mexican products. The first study compares value perceptions of a cross-national sample of Mexican, US and Venezuelan respondents toward US and Mexican products. It also explores the moderating effects of product content and financial risk on value differentials. The second study, limited to Mexican and Venezuelan respondents, looks for evidence of a home country bias. While the strategy implications for Mexican products differ according to a product's level of content and financial risk, the studies indicate that inter-regional trade is a viable possibility.     

A Second Generation of Genetically Modified Food

Abstract

The aim of this research was a cross-cultural investigation of views regarding Genetically Modified Organisms, specifically food crops, to determine if there were significant differences in the views of French and American respondents. In addition, we sought to introduce the issue of possible consumer benefits of second generation GMOs into the research by examining differences in acceptance of value-enhanced GMOs compared with first generation GMOs for both French and American respondents. Both first and second generation GMOs are better accepted by American respondents than by French respondents, but respondents in both countries perceive a direct benefit from second generation GM foods with at least a less negative attitude toward them. In addition, respondents indicated factors which would make it more likely that they would purchase such enhanced GM foods.     

Consumer Ethnocentrism and Country-of-Origin Effects in the Moroccan Market

ABSTRACT

Differences in consumer values exert a powerful impact on product acceptance. Morocco is no stranger to this phenomenon. While this country's consumers have easy access to world markets, consumer ethnocentrism can restrict choice. The objective of this research has been to investigate ethnocentric behavior of Moroccan consumers and the extent to which domestic products might be preferred to foreign products or vice versa. Data were collected via face-to-face interviews with 400 consumers in four major Moroccan cities. A questionnaire was developed for this purpose using a version of the Consumer Ethnocentrism Scale (CETSCALE). Opinions about four products were solicited. The four products were jeans, cars, shampoo, and juice. The interviewees were asked their opinions about product attributes and about various countries-of-origin. Their responses were analyzed also on the basis of their most essential demographic characteristics. Logistic regression models were developed to analyze the data.     

Reduced‐fat foods: the shopper’s viewpoint

The inclusion of reduced‐fat foods in the daily diet affords consumers the potential to reduce overall dietary fat. Nevertheless, despite an increased range of these food products throughout the market, there has remained a lack of widespread consumer acceptance. The aim of the study was therefore to understand why consumers choose or reject reduced‐fat foods. Ninety consumers were interviewed by means of a qualitative approach within food retail outlets in the United Kingdom. Thematic content analysis indicated that uptake or rejection of these products is influenced by health concerns, ‘goodness of fit’ with individual dietary health strategies, the preferences of different household members, perceived sensory properties and scepticism towards these products. The results imply a need to explore and innovate ‘natural’ fat substitutes and to improve the sensory quality of reduced‐fat products. Further research is required to determine how these foods are used within the household and incorporated within the overall diet. Policy must seek to restore consumer trust in reduced‐fat food products and the food supply generally.     

Impact of U.S. Consumer Motivations to “Buy or Not Buy American”

Abstract

This study explores the impact of U.S. consumer motivations on cognitive and affective bases of purchasing or not purchasing American made products. Four motivational components were identified related to national pride, perceptions of product superiority, views regarding global economy, and product availability. Consumers' feelings associated with national pride/stronger economy and the disbelief that foreign products are better were found for the most part to be major reasons driving loyalty of U.S. consumers to purchase U.S. made products. However, support exists for cognitive acceptance of a global economy as evidenced by owning a foreign produced product and reduced feelings about national pride. Retailers should capitalize on these consumer beliefs if employing a “buy American” promotional by avoiding strong appeals to consumer ethnocentric tendencies. As such, promotional efforts by retailers should appeal to American pride in being able to compete on quality without crossing over into blatant flag-waving appeals that could backfire.     

Factors That Affect the Attitudes of Consumers Toward Halal-Certified Products in Turkey

Halal is an Arabic word that means lawful or permitted in reference to Islam. Muslims are responsible for consuming goods that are lawful. However, the target consumer group for halal food is not only Muslim people but also consumers who seek hygienic and quality products. Halal concept is not limited with foods; it covers cosmetics, finance, logistics, and many other sectors. This study aims to determine the factors that affect the attitudes of consumers toward halal foods and to show the effects of religiosity, perceived risk, and involvement on halal food preferences in Turkey.     

College—Age Consumers' Knowledge and Perceptions of Food Irradiation

Abstract

This paper explores consumers of 18—24 years of age and their perceptions of irradiated ground beef products and role of irradiation on their purchase decisions. Data was collected with a survey of college—age consumers. Results showed that the majority of participants would be willing to purchase irradiated food products. Participants were somewhat concerned about impact of irradiation on safety and taste. The term “irradiated” and cost to consumer had a negative impact on participants' willingness to purchase irradiated ground beef products. The identification of the attributes should provide a useful guidance for the beef industry in terms of determining marketing strategies to increase the level of this segment of the consumer groups’ preference for irradiated products.     

A Heuristic Model for Establishing Trade-Offs in Corporate Sustainability Performance Measurement Systems

Consumer trust is a key prerequisite for establishing a market for credence goods, such as “green” products, especially when they are premium priced. This article reports research on exactly how, and how much, trust influences consumer decisions to buy new green products. It identifies consumer trust as a distinct volition factor influencing the likelihood that consumers will act on green intentions and strongly emphasizes the needs to manage consumer trust as a prerequisite for the development of a market for green products. Specifically, based on a mixture of qualitative and quantitative methods, it is found that lack of consumer trust is a barrier for the development of a market for organic food in Thailand. Two focus groups and ten in-depth interviews revealed low knowledge about and low trust in organic food, certification, control, and labeling. Further, a mall-intercept survey (N = 177) revealed that lack of (especially) system trust reduces consumer expectations about benefits of buying organic food, and it makes them less likely to buy organic food. Mistrust in the control system and in the authenticity of food sold as organic has a significant negative impact on self-reported buying behavior. Implications for policy and future research are discussed.     

Australian Exports of Dairy Products

Abstract

Exports of dairy products are becoming increasingly important in terms of export earnings for Australia. The industry is the fourth highest foreign exchange earner compared to all Australia's food exports. However, Australian exports of dairy products account for about 67 per cent of the total Australian production of dairy products, and about 13 per cent of total world exports of dairy products. About 68 per cent of Australian dairy products exports are sold on Asian markets. The purpose of this paper is to examine the challenging issues and opportunities for Australian exports of dairy products on world markets and to identify potential and emerging export markets for Australian dairy products. Australia is highly restricted on its access to world dairy product markets by the impact of export subsidies and other trade barriers of overseas markets. The current economic and political crises in Asia are also not favourable to maintain export sales on some of the Asian markets. The export support scheme in Australia has made exporting attractive relative to domestic sales. But it is anticipated that the termination of the scheme after June 2000, will reduce production and exports by 6 and 20 per cent, respectively in the short run. However, in the long run, resources will be efficiently used without government intervention and Australian dairy products will also be competitive on the domestic market. There is scope for greater market opportunities in the emerging markets in Asia and other parts of the world for Australian dairy products. Australia will also benefit from the agreement on international trade that directs exporting countries to reduce export subsidy and remove nontariff trade barriers on exports of dairy products. Australia should implement appropriate measures to inaease the milk yield per cow, to improve the quality of dairy products and to identify the need for market promotion and research in order to increase the volume of dairy product exports on world markets, especially in Asia and other potential markets such as Middle East, Africa, Europe and the Americas.     

Ethnic Food Marketing

Abstract

This paper discusses the unique role of ethnic foods in value-added food product marketing. In particular, the case of Korean kimchi is used to provide several examples of concepts introduced within the paper. When Korean kimchi export markets were disaggregated into groups of “culturally similar” and “culturally distant” markets, striking differences in the pattern of trade flows were observed. Exports of kimchi to culturally similar markets were more stable, predictable and higher volume. Exports of kimchi to culturally distant markets were more variable and had lower volume. A literature review of 28 articles published from 1979 through 1998 revealed a growing consistency in model formulation for the study of ethnic food markets. The niche markets that ethnic foods represent may be an important part of future value-added food product marketing strategies in an increasingly global society.