Consumer attitudes
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. |
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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. |
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Whom can I talk to from the HTE team? | TTZ |
Relevant internet links | Links:
* An Evidence Review of Public Attitudes to Emerging Food Technologies: http://www.food.gov.uk/multimedia/pdfs/emergingfoodtech.pdf
* An Evidence Review of Public Attitudes to Emerging Food Technologies: http://www.food.gov.uk/multimedia/pdfs/emergingfoodtech.pdf
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Online databases and tools | Tools:
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Where to get advice, consultancy? | Support:
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Related innovation sheets | Marketing strategy, Social media marketing, Target group, Technical x launching, Management x launching |
Title | Consumer attitudes |
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Aspect | Market |
Latest Version | 11.07.2012 |
Completed by | ZENIT |