Increasing Growth Opportunities for Non-heavy and Heavy Users – A Case Study of Yogurt Cups in Thailand

Abstract

What distinguishes heavy and non-heavy users, and which sub-segment of non-heavy users exhibits a stronger potential to become heavy-users? The study selected yogurt cups as an example of a Fast Moving Consumer Good (FMCG) for examination. Attitude towards the product is the most dominant factor in distinguishing heavy from non-heavy yogurt cups users. The congruence of product benefits with general healthy behavior and belief was the second runner-up. In addition, growth opportunities could be found in the sub-segment of heavy users, too. The sub-segmentation approach, therefore, could provide guidance for sizable growth for marketers. It could also help them to better allocate resources. Marketers could apply this concept to identify business opportunities from current customers as it may be easier or more economical to convince current customers to consume more than to acquire new customers.     

The Impact of Health Claims in Different Product Categories

Abstract

There has been little research about which combinations of health claims, food product categories, and nutrient enrichment labellings are most appealing to consumers. This paper tests whether specific product group differences exist for health claims and ingredient labellings based on the food additive Xanthohumol. To analyze preference heterogeneity, differences between consumers with a high, medium, or low preference for organic food products were considered. For data collection, an online-based discrete choice experiment was applied in Germany for the product categories milk, yoghurt, water, cola, and chocolate. The choice experiments were analyzed with multinomial and mixed logit models. Positive effects for the considered health claims that are based on the effect of the food additive Xanthohumol could be found for water, milk, and yoghurt. The comparison of the different organic consumer segments revealed that respondents with a medium preference for organic food products show the highest preference for the considered health claims.     

Market Research for the Optimization of the Consumers Response to the Recent Award of a Protected Geographical Indication to a Local Product,Beans from “La Bañeza-León” (Spain)

Abstract

In Europe several low involvement food products with reduced productions have been awarded with a PGI or PDO during the last few years. The beans from La Bañeza-León (Spain) are an example of this and received a PGI in September 2005. The general objective was to appraise the effect that the award of the PGI to such kinds of food products has in consumers, in order to optimize the managerial and public policies, and to get maximum advantage from the PGI distinction in the commercialization of them. For low involvement products with PGI, the general guidelines should be to keep the prices as low as possible, to develop intensive public information campaigns about the award of the PGI, and to offer the product in medium or high involvement restaurants, in order to reach those consumers willing to pay more for the product, that are mainly in the age range of 36 to 45 years. It is also discussed that the PGI label would have more interest than a private brand. Specifically for beans from “La Bañeza-León,” the PGI Council should urgently tackle a promotional campaign about the product and the PGI award that should reach to most of the consumers in the target markets, taking into account that as the distance from the production area increases the knowledge of the product decreases. This campaign should help the consumer to clearly identify the beans from the PGI by using an attractive logo, and to inform them that the beans from the PGI are superior than substitutive beans in taste and cooking time. Finally, public campaigns that promote the consumption of beans among youth would be necessary.     

大城市居民低温奶产品消费及其影响因素分析以北京市为例

目的 低温奶产品是我国唯一可以与国际奶产品相抗衡的产品品类,未来低温奶产品必然在我国形成新的消费趋势,并成为复兴民族乳业的关键。基于此,探究大城市居民的低温奶产品消费认知水平、消费现状及其消费的影响因素既可开拓国内低温奶产品消费市场,也可弥补该产品消费研究的不足,对提高我国奶业国际竞争力具有重要现实意义。方法 文章通过使用2019年北京市8个辖区内的418位城镇居民乳制品消费调研数据,以不同群体特征作为切入点,深度分析大城市居民低温奶产品消费认知水平及消费现状,并借助Heckman两阶段模型考察个人及家庭特征和产品认知信息是否是影响城镇居民低温奶产品消费行为决策和消费水平的主要因素。结果 学生人口数、工作人口数、收入水平以及年龄、职业因素分别影响居民巴氏杀菌奶和低温酸奶的消费行为决策。年龄、教育水平以及性别、人口总数、职业因素分别影响居民巴氏杀菌奶和低温酸奶的消费水平。营养价值、口感风味和制作工艺因素对居民巴氏杀菌奶消费行为决策和消费水平均有显著影响,而保质期和价格因素仅对消费行为决策有显著影响。口感风味、制作工艺和价格因素对居民低温酸奶消费行为决策影响显著,但只有口感风味因素对消费水平有显著影响。结论 城镇居民低温奶产品认知概念薄弱,对营养价值、口感风味和保质期信息的认知程度较高。低温奶产品消费具有区域性差异,消费主力集中在女性人群、40~50岁人群、高学历和高收入人群中。个人和家庭特征以及产品认知信息对城镇居民巴氏杀菌奶和低温酸奶的消费行为决策和消费水平均具有显著影响。未来我国大城市居民的乳制品消费将逐渐趋于新鲜化和休闲化发展,低温奶产品消费将发展为新兴消费趋势,液态奶产品消费结构逐步改善。     

The Stability of Global Market Segmented by Usage Rates of Agricultural Products

Abstract

An important question for international marketing managers is whether the international market segments, identified through usage rates of some agricultural products, remain similar over a short time period. The results of this study have revealed that the size of the usage-rate segments usually remains similar over a short time period, but some members (countries) of the segments (light users and heavy users) could shift cluster, which may relatively change the size of the segments. Also the characteristics of each segment remain almost similar over a short time period.     

消费者需掌握的食品标签知识

消费者的食品安全常识与日俱增,具备在选购食品时要关注生产日期、保质期、外观等基础知识,但一些较有用的标签信息还不为消费者掌握和运用。通过对食品标签上的信息的分析,让消费者掌握更多食品知识,提高对预包装食品标签的辨析能力,同时选购到更适合的食品。     

Gradual Structural Changes of Meat Consumption in Taiwan

Abstract

This paper utilized a linear approximate version of the Almost Ideal Demand System to evaluate structural changes of meat consumption in Taiwan. Time transition paths for each product were identified, and the first-order autocorrelation was taken into consideration. Structural changes of beef consumption were completed before structural changes of other products had started. Shifts in consumption patterns of pork and poultry took about the same length of time. Structural changes of fishery products occurred toward the end of the time period. With the gradual switching time paths, estimated elasticities revealed that own-price elasticities for pork, beef, and fishery products became more responsive to their own-price changes.     

An Analysis of Household Beef Consumption of Japanese Expatriates in U.S.:

This paper uses a novel approach to investigate how food consumption in Japan may change as Japanese consumers become more westernised in their tastes and preferences for food. It is widely believed that as food prices in Japan fall to international levels and as Japanese consumers become more westernised in their taste and preferences for food, their meat consumption patterns, in particular, will approach those of western countries. The approach undertaken in this paper involves a comprehensive survey of Japanese expatriates in Los Angeles, California, regarding their food consumption habits. The findings are interesting as they shed some light on the changing nature of food consumption of accultured Japanese faced with competitive food prices. The results indicate that although household meat consumption of Japanese expatriates have changed, it remains debatable, however, that their food consumption habits will approach those of western consumers in the foreseeable future. The findings have important implications for food marketeers in Japan and elsewhere, particularly as further liberalisation of food import in that country gains momentum.     

实际价格、粮食可获性与农业生产决策——基于农户模型的分析框架和实证检验

按照市场一价定律的逻辑,所有生产者和消费者在市场上面临同一个价格并据此作出生产或消费决策。然而,农产品生产者和消费者的双重身份却导致农户在同一个农产品市场上得到或付出不同的价格,其差异主要取决于运销成本。因此,影响农户生产或消费决策的是其实际获得或付出的价格而非统一的市场价格。此外,出于对粮食安全的追求,农户所在地区的...     

Consumers Acceptance of Peanut Butter and Products Containing Peanut Butter in Two Southeastern States in the U.S.

Abstract

A sample of 606 students, staff and faculty from Auburn and North Carolina A&T State universities were self-administered a questionnaire to evaluate their weekly consumption of peanut butter and products containing peanut butter. The age group ranged from 16 to 78 years, with the majority coming from households of less than four individuals. Their incomes were fairly evenly distributed, with 38 percent earning above $40,000, 31 percent with $10,000 to $40,000, and 31 percent earning less than $10,000. Age, ethnicity, convenience, whether the product was served as a side dish, peanut flavor, and knowledge of fat content significantly influenced peanut butter consumption; whereas age, ethnicity, income, crunchiness, nutrition, convenience, and consumer's perception of fat level in the product affected the consumption of products containing peanut butter.     

The Importance of Intrinsic and Extrinsic Sparkling Wine Characteristics and Behavior of Sparkling Wine Consumers in Croatia

ABSTRACT

Sparkling wines accounted for 7.7% of the total wine consumption in 2011 in the world. Even though sparkling wine remains a long way behind still wine in total volume of production, world consumption of sparkling wine is expected to grow at a faster rate with an 8.5% increase by 2016. Although Croatia is a country with a high residual per capita consumption, the share of sparkling wine consumption compared with total wine consumption amounts only 1.3%. To collect data on Croatian sparkling wine consumers’ behavior and attitudes, we performed online research with 273 consumers. The research confirmed the low frequency of sparkling wine consumption. The most important characteristics of sparkling wines for Croatian consumers are their intrinsic characteristics (taste, smell) together with price:quality ratio, while visual appearance, expert reviews, or wine prizes are less important. Consumption of sparkling wines is generally associated with specific celebrations. Due to such perception of exclusive wine use, there is a need to break down this prejudice by better sparkling wine promotion through wine-tasting events, seminars, and gastronomy offers, especially for younger consumers.     

Who Eats Seaweed? An Australian Perspective

Abstract

Current seaweed consumption and attitudes and preferences toward seaweed food products in a Western society are investigated to inform the seaweed industry regarding product development and marketing strategies. A national survey of 521 Australian consumers was conducted. About 75% of respondents had eaten seaweed; however, only 37% had consumed seaweed regularly over the past 12?months. Key drivers include health and nutritional benefits, taste, being natural, safe, and fresh. Critical barriers are lack of knowledge and familiarity, and the perception that seaweed is expensive. Females and younger, health-conscious consumers with higher household incomes and levels of education, who are more adventurous with food (neophilic), and who tend to snack and assign symbolic value to food are more likely to consume seaweed. Recommendations for the emerging seaweed industry in terms of target markets and relevant marketing strategies are presented and areas of further research proposed.     

Stimulating UK Adolescents’ Seafood Consumption

The health benefits of seafood consumption are well known, however, consumption levels in the UK remain below recommended levels of two servings per week. Seafood consumption is beneficial for adolescents, as it is associated with physical and mental well-being, lower levels of obesity, and improved cognitive performance and academic achievement. This study investigated current consumption, preferences, and attitudes toward seafood among UK adolescents. Seven focus groups were conducted in two schools with diverse socio-economic student profiles. Findings revealed that seafood consumption levels vary considerably among individuals and typically takes a less healthy form (e.g., fish and chips). Key drivers of seafood consumption include health and taste, while barriers were typically associated with the sensory qualities of seafood including dislike of taste, bones, smell, and texture. A range of intervention strategies were identified and new product ideas ranged from fun, fast-food, snack-style products to healthy meal options.     

What If You Stop and Think About It? Nutrition Logos and Product Selection Behavior

This study explores the effect of a health involvement manipulation on food choices and how food choices are influenced by front-of-pack nutrition labels. The results show that without health involvement, choice was significantly affected by both nutrition labels and product type, but the product choice with health involvement was affected only by whether the product was selected as the healthier one in the involvement manipulation stage. Moreover, selection of the healthiest product during the manipulation stage was affected by the product type but not the front-of-pack (FOP) labels, potentially because participants relied on their own knowledge or the product perception to assess the healthiness of the product rather than the label information. The implication is that consumers seem to behave differently when pushed into a “choose healthy” state of mind, and their reliance on label information to assess product healthiness may be product and context dependent.     

益生菌咀嚼片辅料优化研究及其口感评价

目的：以发酵乳杆菌为主要原料,添加适量辅料,采用湿法制粒制备益生菌咀嚼片。方法：通过单因素试验和正交试验,以益生菌活菌存活率、片子成型性为考察指标,筛选益生菌咀嚼片配方主要辅料。采用成对偏爱检验法,与市售火爆同类型产品B进行口感对比评价。结果：优选主要辅料比例为低聚半乳糖20%、麦芽糖醇65%、柠檬酸0.5%。经口感对比评价,消费者对益生菌咀嚼片与市场同类产品B的口感偏爱程度没有明显的差异。结论：优化后的益生菌咀嚼片活菌存活率高、成型性好、口感好,可为益生菌咀嚼片产品开发提供理论和实践依据。     

Identifying Factors Affecting Consumption of Peanut Tahina in Bulgaria

Abstract

A demand for snack foods has emerged as market-oriented reforms and privatization progresses in Bulgaria. Information is needed about consumer preferences to compete in the emerging market. This study identified socioeconomic and demographic characteristics influencing the consumption of peanut tahina, a unique product made of ground peanuts. An ordered probit model with sample selection showed that household income, education, age, and location significantly effected the decision to consume the product, but not the consumption intensity.     

环境规制、能源消费结构与雾霾——基于省际面板数据的实证检验

采用我国30省(市、区)2003—2012年面板数据,分析环境规制强度、能源消费结构与雾霾之间的关系。首先,以PM10浓度指标进行聚类,把30省(市、区)划分为高、中、轻三大污染地区。其次,面板单位根检验结果显示各变量是一阶单整I(1);Pedroni和Kao协整检验表明变量之间存在协整关系;FMOLS回归发现,全国总体环境规制强度与PM10浓度呈反方向变动,能源消费结构与PM10浓度呈同方向变动;高污染地区能源消费结构对PM10浓度产生正的影响,中、轻污染地区环境规制强度对PM10浓度产生负的影响。最后,提出了使用法律、经济手段加强环境规制,降低煤炭消耗比例、发展清洁能源等建议。     

Chinese animal product consumption in the 1990s

Chinese animal product consumption behaviour was analysed for both urban and rural households using a complete regional consumption dataset that was augmented to include away-from-home consumption. Seven animal product expenditure share equations were estimated with an extended Almost Ideal Demand System model. The results suggest that Chinese consumers will continue to increase their consumption of animal products, but that consumption patterns have changed in the 1990s. A large percentage of household animal product expenditure is still on pork. However, the shares for aquatic and poultry products consumption will increase substantially. As a consequence, the pork expenditure share will be gradually reduced as incomes grow and diet preferences change in both urban and rural households. There are significant differences in animal product consumption preferences across regions of China. As a result, studies that omit regional dummy variables in their demand systems can produce different expenditure and price parameters. The present paper also found that many of the estimates of elasticities and marginal expenditure shares would be rather different if the data ignored consumption away from home.     

U.S. Crop Farmers' Use of Market Advisory Services

Abstract

This study reports that Market Advisory Services (MAS) are used by about 82% of commercial U.S. crop producers, based on the results of a recent survey. Only 43% of MAS users rely on a single service, while the other 57% subscribe to multiple services. MAS users' profiles in terms of their (1) demographic characteristics, (2) risk attitude, and (3) marketing behavior are presented. The results indicate that MAS users can be differentiated based on their location and use of computers, though not on age and farm size. MAS users are shown to be significantly more risk seeking than non-users. Furthermore, MAS users apply significantly more forward-pricing techniques, but are no different from non-users in terms of marketing frequency.     

Anti-Waste Labeling and Consumer Willingness to Pay

ABSTRACT

Food waste is an important topic in the general context of food consumption sustainability and ethical consumption. Several studies have focused on environment-friendly labeling schemes based on different “ethical attributes,” such as organic, fair trade, and locally grown. However, the effect of a labeling scheme based on food waste prevention has never been studied. In the current work, experimental auctions were used to investigate the effect of a certification about containing food waste within a certain threshold on participants’ willingness to pay. The product chosen for the auctions was the French baguette (500 g) packaged with a paper wrapper. Furthermore, we examined whether the effect would be moderated by different communication strategies about the consequences of wasting. Specifically, two different frames of reference were used: the first is based on the carbon footprint, the other on the water footprint. Our results showed that waste prevention–based labeling positively affected participants’ willingness to pay and that this effect was enhanced by the carbon footprint frame of reference.