Description
Consumer Science and Strategic Marketing: Case Studies in the Traditional Food Sector aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the food industry for achieving the following strategic aims: rejuvenating product image, shaping new market places, achieving market differentiation and geographical diffusion, achieving customer loyalty, promoting traditional features of the product and defining product positioning in competitive environment.
There is an emerging demand from food industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research. This book aims to answer the following questions, amongst others: How research in the field of consumer science became relevant for marketing strategies?, Which tangible economic and financial outcomes have been obtained by the joint work of sensory scientists, researchers in marketing field and food business professionals?, and which communication methods and practices have been relevant to make the most of R&D in the food industry?
Through case studies, successful examples and practices are provided, with newer inputs for further theoretical investigation given. Both current and future professionals in the food indus
Chapter
“In Tradition We Trust”: The Emerging (?) Trends of Authenticity in the Food Sector and the Role of Consumer Science to Sup...
The Challenge of Reducing the Gap Between Thinkers and Doers and the Need for Customized Research: Which Role for Consumer ...
The Effectiveness of Innovation Attempts and the Challenges of Mature Businesses
I. Traditional Foods: Definitions, Challenges and Consumer Trends
1 Traditional Food: Definitions and Nuances
Traditional Food and Consumers
Filling the Information Gap Through GIs
Traditional Food and Producers
Fostering Competitiveness
Protection Versus Innovation
Traditional Food and Collectivities
Collectivities and Welfare Outcomes
Traditional Foods, Territories, and Rural Development
2 Global Challenges in Traditional Food Production and Consumption
Legislation for the Protection of TFPs
Which Marketing Strategies for TFPs?
3 Traditional Food Products and Consumer Choices: A Review
Consumers’ Conceptualization of TFPs
Consumer Knowledge and Awareness for Noncertified and Certified TFPs
Consumer Purchasing Drivers and Deterrents
Sensory Appeal and Natural Character
Origin and Support to Local Economies
Ethical Concerns, Familiarity, Environmental Friendliness, Festive Product, Nostalgia
Consumer Preferences and WTP for TFPs and European Quality Labels
II. Sensory and Consumer Research Between Theory and Practice
4 Sensory and Consumer Approaches for Targeted Product Development in the Agro-Food Sector
What is Sensory and Consumer Science?
Applications of Sensory/Consumer Insights in New Product Development
Reformulations and “Me-Too Products”
Sensory Profiling and Category Benchmarking
Preference Mapping, Segmentation, and Opportunity Identification
Current Trends in Sensory and Consumer Science
The Blurring Line Between Sensory and Consumer Science
Integrating Sensory and Nonsensory Attributes in Product Development
How SMEs in the Traditional Food Sectors Can Take Advantage of Sensory and Consumer Methods in Their NPD Activities (and Wh...
Sensory Descriptive Analysis
Principal Component Analysis (PCA)
Response Surface Methodology
5 How Can Consumer Science Be Used for Gaining Information About Consumers and the Market?
An Evaluation of Current Research Methods
Psychophysiological/Neuromarketing Research Tools
Functional Magnetic Resonance Imaging
6 How Can Consumer Science Help to Reduce the Risk of Market Failure? An Academician–Practitioner Approach in the Italian O...
An Outlook to the Business: EU Regulations, Trends, and Challenges of the Olive Oil Sector in Italy
The Business Problem and the Need for a Deep Understanding of Market Dynamics
Research Questions and Methodology: The Workshop
Discussion and Conclusions
7 How Do Firms Process Info? Monitoring Brand Equity Drivers in Food and Beverage Sectors
The Role of Consumer Behavior in Strategic Brand Management
Consumer Behavior in Marketing Literature
Branding Processes for Building the Consumer–Brand Relationship
Brand Equity Drivers: Key Constructs and Measurement Scales
Consumer Behavioral Intentions as Consequences of Brand Equity Drivers
Structural Equation Model to Relate Brand Equity Drivers and Consumer Behavioral Intentions
A Comparative Case Study on Beer and Coffee
Research Design, Measurement Scales, and Hypotheses
PLS Path Modeling Results
Discussion and Managerial Implications
Internal Consistency of Constructs
III. Adopting Innovative Marketing Strategies Based on Market Research Insights and Consumer Studies
8 Exploring the Benefits of Employing Market Insights and Consumer Trends in Food Product Innovation: A Case Study from Germany
Product Innovation in Small Firms
Creating a Competitive Advantage
The Channels of Communication
The Social System and Role of Consumers in Product Innovation
The Case of Stiefkind Apple Juice
The New Product Development Strategy
Trends and Idea Generation
Commercialization and Marketing-Mix
Discussion and Case Conclusion
9 Marketing Research on Fruit Branding: The Case of the Pear Club Variety “Angelys”
Branding in the Fruit Industry
Consumer Science, Marketing Research, and Marketing Strategies
Characterization of the Product
Qualitative Exploration of Retailers’ Opinions
Qualitative Exploration of Consumer Attitudes and Perception
Quantitative Survey, Consumer Test, and Choice Experiment
10 How Can Consumer Science Help Firms Transform Their Dog (BCG Matrix) Products Into Profitable Products?
Product Portfolio and Structure of the Pecorino Cheese Market
Consumer Science and Marketing Strategies
Product Characterization and Investigation Into Consumption
The Results of the Choice Experiment
Promotion and Development of the Production Area
Random Utility Models With Heterogeneous Taste Intensities
IV. Mature Products in a Mature Business? Challenges and Opportunities for Traditional Food Products
11 How CS Can be Used for Producing Info that Can be Employed in Strategy Making
Background Context and Objectives
Consumer Research and Marketing Strategies: The Case of Monte Veronese PDO
The Dynamics of the Italian Typical Cheese Market
Market Competition in the Cheese Industry
Managing Attributes Affecting Consumers’ Choices
Typicality and Consumers’ Viewpoints
12 Regional Food Labels as a Way to Reposition Mature Products
Introduction: How Regional Labels May Help Reinventing Mature products
Czech Food Labels Signaling Origin and Quality: “Flooded” Consumers
Vysočina Region and Its Regional Labels
Model 0: Awareness of Created (nonexistent) Label
Model 1: Awareness of Label “Regional Food Vysočina Region”
Model 2: Awareness of Label “Vysočina Regional Product”
13 How Do Firms Use Consumer Science to Target Consumer Communication? The Case of Animal Welfare
Relationship Between Traditional Food Products and Innovation
Consumers’ and Supply Chain Stakeholders’ Perceptions of Animal Welfare Innovative Practices
Supply Chain Stakeholders’ Perceptions
Case Studies in the Traditional Food Sector
：A volume in the Consumer Science and Strategic Marketing series
( Woodhead Publishing Series in Food Science, Technology and Nutrition )
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