Consumer attitudes

• What is it?
• How can Hightech Europe help?
• Where else can I get support?
• Identification

Why to deal with this?	Whenever you wish to have a product/service sold you need to consider the consumers attitude and behaviour. Consumer behaviour plays a very important role in the success or failure of a product. Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object. Consumer attitudes, Source: http://www.consumerpsychologist.com/cb_Attitudes.html Consumer science is an integrating component of broadly-based food research using a variety of techniques to measure and test consumer behaviour and preferences. It often combines physiological research with consumer testing for acceptability of new food development.
When is it suitable/applicable?	To understand the buyer and to make a customer out of him/her is the main purpose of the study of consumer behaviour. A marketer who knows and understands the target group when developing a marketing strategy can take into account their beliefs, feelings and behavioural intentions and is more likely to succeed with this strategy than a marketer who ignores these issues. Consumer acceptance of novel technologies can be the decisive factor of whether a product will be a success or not. Note that attiudes can change considerably across countries/regions.
When is it NOT suitable/applicable?	n/a
What costs are related to it (financial, time effort etc.)?	The time and cost obviously depend on the scope and scale of the consumer study. A cheaper (but also less informative) alternative to conducting/commissioning own consumer acceptance studies is to look for free information available on the internet, at professional associations etc. and/or using social media to get insights into consumter attitudes.

What’s the relevant HTE output?	The Hightech Europe team has carried out consumer studies in different European countries, evaluating consumer perception of food processed by novel technologies.
Whom can I talk to from the HTE team?	TTZ

Relevant internet links	Links: ftp://ftp.cordis.europa.eu/pub/food/docs/booklet-consummer.pdf (European Commission Report on Food consumer science) Article on the Impact of Consumer Demands and Trends on Food Processing: http://wwwnc.cdc.gov/eid/article/3/4/pdfs/97-0408.pdf Article on "Consumers and new food technologies": http://www.sciencedirect.com/science/article/pii/S0924224410001950 (in Trends in Food Science and Technology, available for purchase) * An Evidence Review of Public Attitudes to Emerging Food Technologies: http://www.food.gov.uk/multimedia/pdfs/emergingfoodtech.pdf http://crab.rutgers.edu/~ckaufman/ConsumerbehaviorAttitudenotes.html http://www.consumerpsychologist.com/cb_Attitudes.html slideshow on how to influence the consumers attitude: http://www.slideshare.net/kumaravinash23/chapter-8-consumer-attitude-formation-and-change Consumer Research Methods: http://www.consumerpsychologist.com/ http://www.farmmachinerylocator.co.uk/impact-of-our-consumption/warning.png"Links: ftp://ftp.cordis.europa.eu/pub/food/docs/booklet-consummer.pdf (European Commission Report on Food consumer science) Article on the Impact of Consumer Demands and Trends on Food Processing: http://wwwnc.cdc.gov/eid/article/3/4/pdfs/97-0408.pdf Article on "Consumers and new food technologies": http://www.sciencedirect.com/science/article/pii/S0924224410001950 (in Trends in Food Science and Technology, available for purchase) * An Evidence Review of Public Attitudes to Emerging Food Technologies: http://www.food.gov.uk/multimedia/pdfs/emergingfoodtech.pdf http://crab.rutgers.edu/~ckaufman/ConsumerbehaviorAttitudenotes.html http://www.consumerpsychologist.com/cb_Attitudes.html slideshow on how to influence the consumers attitude: http://www.slideshare.net/kumaravinash23/chapter-8-consumer-attitude-formation-and-change Consumer Research Methods: http://www.consumerpsychologist.com/ http://www.farmmachinerylocator.co.uk/impact-of-our-consumption/" cannot be used as a page name in this wiki.
Online databases and tools	Tools: SurveyMonkey is a very popular European online tool for online market researches. It is available in nearly all European languages: http://www.surveymonkey.com/ Here you find a prepared template for a consumer attitude survey with the option to create your own template: http://www.surveyonics.com/Survey/Attitude-and-Usage-Survey.aspxwarning.png"Tools: SurveyMonkey is a very popular European online tool for online market researches. It is available in nearly all European languages: http://www.surveymonkey.com/ Here you find a prepared template for a consumer attitude survey with the option to create your own template: http://www.surveyonics.com/Survey/Attitude-and-Usage-Survey.aspx" cannot be used as a page name in this wiki.
Where to get advice, consultancy?	Support: private market research companies universities and research institutes operating departments of consumer science
Related innovation sheets	Marketing strategy, Social media marketing, Target group, Technical x launching, Management x launching

Title	Consumer attitudes
Aspect	Market
Latest Version	11.07.2012
Completed by	ZENIT