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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 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:
* 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
Online databases and tools Tools:
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


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Created by Hte zenit on 11 July 2012, at 11:52