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 industry will gain insights that can be used in their business environment.
1. Cover image - p. Cover 2. Title page - p. iii 3. Table of Contents - p. iii 4. Copyright - p. iv 5. List of Contributors - p. xi 6. About the Editors - p. xiii 7. Foreword - p. xv 8. Preface - p. xvii 9. “In Tradition We Trust”: The Emerging (?) Trends of Authenticity in the Food Sector and the Role of Consumer Science to Support SMEs - p. xxi 10. Part I: Traditional Foods: Definitions, Challenges and Consumer Trends - p. xxxi 11. Chapter 1. Traditional Food: Definitions and Nuances - p. 3 12. Chapter 2. Global Challenges in Traditional Food Production and Consumption - p. 25 13. Chapter 3. Traditional Food Products and Consumer Choices: A Review - p. 47 14. Part II: Sensory and Consumer Research Between Theory and Practice - p. 81 15. Chapter 4. Sensory and Consumer Approaches for Targeted Product Development in the Agro-Food Sector - p. 91 16. Chapter 5. How Can Consumer Science Be Used for Gaining Information About Consumers and the Market?: The role of psychophysiological and neuromarketing research - p. 129 17. Chapter 6. How Can Consumer Science Help to Reduce the Risk of Market Failure? An Academician–Practitioner Approach in the Italian Olive Oil Industry - p. 153 18. Chapter 7. How Do Firms Process Info? Monitoring Brand Equity Drivers in Food and Beverage Sectors - p. 171 19. Part III: Adopting Innovative Marketing Strategies Based on Market Research Insights and Consumer Studies - p. 206 20. Chapter 8. Exploring the Benefits of Employing Market Insights and Consumer Trends in Food Product Innovation: A Case Study from Germany - p. 209 21. Chapter 9. Marketing Research on Fruit Branding: The Case of the Pear Club Variety “Angelys” - p. 239 22. Chapter 10. How Can Consumer Science Help Firms Transform Their Dog (BCG Matrix) Products Into Profitable Products? - p. 255 23. Part IV: Mature Products in a Mature Business? Challenges and Opportunities for Traditional Food Products - p. 279 24. Chapter 11. How CS Can be Used for Producing Info that Can be Employed in Strategy Making - p. 283 25. Chapter 12. Regional Food Labels as a Way to Reposition Mature Products - p. 305 26. Chapter 13. How Do Firms Use Consumer Science to Target Consumer Communication? The Case of Animal Welfare - p. 337 27. Conclusions - p. 359 28. Index - p. 363
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 industry will gain insights that can be used in their business environment.
1. Cover image - p. Cover 2. Title page - p. iii 3. Table of Contents - p. iii 4. Copyright - p. iv 5. List of Contributors - p. xi 6. About the Editors - p. xiii 7. Foreword - p. xv 8. Preface - p. xvii 9. “In Tradition We Trust”: The Emerging (?) Trends of Authenticity in the Food Sector and the Role of Consumer Science to Support SMEs - p. xxi 10. Part I: Traditional Foods: Definitions, Challenges and Consumer Trends - p. xxxi 11. Chapter 1. Traditional Food: Definitions and Nuances - p. 3 12. Chapter 2. Global Challenges in Traditional Food Production and Consumption - p. 25 13. Chapter 3. Traditional Food Products and Consumer Choices: A Review - p. 47 14. Part II: Sensory and Consumer Research Between Theory and Practice - p. 81 15. Chapter 4. Sensory and Consumer Approaches for Targeted Product Development in the Agro-Food Sector - p. 91 16. Chapter 5. How Can Consumer Science Be Used for Gaining Information About Consumers and the Market?: The role of psychophysiological and neuromarketing research - p. 129 17. Chapter 6. How Can Consumer Science Help to Reduce the Risk of Market Failure? An Academician–Practitioner Approach in the Italian Olive Oil Industry - p. 153 18. Chapter 7. How Do Firms Process Info? Monitoring Brand Equity Drivers in Food and Beverage Sectors - p. 171 19. Part III: Adopting Innovative Marketing Strategies Based on Market Research Insights and Consumer Studies - p. 206 20. Chapter 8. Exploring the Benefits of Employing Market Insights and Consumer Trends in Food Product Innovation: A Case Study from Germany - p. 209 21. Chapter 9. Marketing Research on Fruit Branding: The Case of the Pear Club Variety “Angelys” - p. 239 22. Chapter 10. How Can Consumer Science Help Firms Transform Their Dog (BCG Matrix) Products Into Profitable Products? - p. 255 23. Part IV: Mature Products in a Mature Business? Challenges and Opportunities for Traditional Food Products - p. 279 24. Chapter 11. How CS Can be Used for Producing Info that Can be Employed in Strategy Making - p. 283 25. Chapter 12. Regional Food Labels as a Way to Reposition Mature Products - p. 305 26. Chapter 13. How Do Firms Use Consumer Science to Target Consumer Communication? The Case of Animal Welfare - p. 337 27. Conclusions - p. 359 28. Index - p. 363
