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This study aims to examine consumers’ preferences among four calorie-reducing approaches – resizing, reformulation, substitution and elimination – and to understand what motivates consumers to order low-calorie food using the theory of planned behavior (TPB) as a model.

A conceptual model was developed based on the TPB with an additional construct of food choice motives. A total of 467 responses were collected. Descriptive statistics, multiple regression and ANOVA were used in the data analysis.

Consumers have a clear preference for substitution and elimination. The pattern that ingredients with higher calories were modified at a higher priority indicated that consumers might improve food decisions based on calorie information.

Restaurants should allow substitution or elimination of certain ingredients from menu items. Including more low-calorie sides will cost restaurants less than changing the main dish. A menu item on an entrée form is more amenable to modification for decreased calorie content as consumers have high taste expectations for popular traditional foods (e.g. burgers and pizza).

This is the first study to investigate consumers’ preferences among the four popular calorie-reducing approaches. A novel “Build Your Own Meal” approach was used in the questionnaire to allow the participants to choose from more than 150 ingredients, which compensated for personal preferences, thus mitigating possible limitations associated with studies of this kind, and was a good indicator of the participants’ actual ordering behavior.

Biotechnological products have long been part of everyday life. Since ancient times people have made and enjoyed wine, beer, cheese and many other kinds of fermented foods. Only in this century has the fermentation of these products been referred to as biotechnology.

The Protection of Consumers (Trade Descriptions) bill which, owing to the General Election, did not quite make the Statute Book in the last Parliament, is, at the moment of writing, passing through its readings, with every likelihood of becoming law in the near future. It has been criticised for the extent of the control to be exercised over general trading and that in “coddling the customer” it will place unreasonable responsibilities upon retailers. In fact, it is impossible to foresee just how far its provisions may extend, but there will be few who will disagree that new and more searching requirements are long overdue.

The learning outcomes are as follows: first, identify the characteristics of born-global SMEs, and how these characteristics facilitate their global expansion shortly after the company’s inception. Second, demonstrate that companies work with limited resources, typically and notably newly established companies, and that these resources should be allocated according to a carefully determined strategy. The resources focussed on in this case pertain to marketing. Third, examine entrepreneurial marketing and its various manifestations. An understanding of how this type of marketing is used by companies for international expansion is expected. Fourth, assess the role of digital marketing and how social media forms an important part of digital marketing. Particular attention is paid to the use of digital marketing, notably social media, in international expansion. Fifth, develop critical thinking skills with respect to strategic business decisions, such as whether to expand a business into foreign markets or to consolidate locally; and how best to penetrate foreign markets, given the nuances and complexities specific to these markets.

This teaching case is about The Duchess, a recently developed and launched virgin alcohol-free and sugar-free gin and tonic beverage. The adult soft drink was originally launched in South Africa, and just 18 months later became available in international markets (the UK and Belgium). The founders and protagonists of the case, Johannes le Roux and Inus Smuts, face the dilemmas of creating a competitive local brand while also looking to access new markets and internationalise as a born-global firm.

The target audience for this case comprises students enrolled in tertiary business education programmes who have already had some sort of work experience and hands-on exposure to real-world business. MBA and EMBA students, as well as those enrolled in post-graduate studies specific to marketing, international commerce and entrepreneurship, would be suitable candidates.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing

A review of current developments in the United States food markets shows that health and convenience are the two major factors influencing consumer choice of food. Consequently, there is considerable emphasis on reducing calories, reducing fat and finding suitable fat replacers. Nevertheless, it is still absolutely crucial to recognize that taste and flavour predominate. Presents a number of examples which illustrate what is happening in the United States.

was the title of a talk given by Professor Arnold Bender at the third nutrition conference sponsored by Kellogg's and attended by Women's Institute members at their Denman College. These are some of the changes which Professor Bender thought we might see on the supermarket shelves in the next ten years.

In North America, food processing is one of the largest industries. Expenditures for food and beverage consumption in the USA alone, total approximately $500 billion, 70 per cent of which is estimated to account for products consumed in the home. Total food sales to North American consumers accounts for about 8 per cent of the gross domestic product, even when omitting the value of services and products derived from ingredient suppliers and equipment manufacturers.

Tesco's nutrition labelling scheme points the way to healthier eating At the beginning of 1985, Tesco announced the introduction of a new food labelling system for their own brand foods. Announcing the new venture, David Malpas, managing director (trading), said that the COMA Report had shown very clearly that food manufacturers were not giving their customers sufficient guidance to enable them to eat a more healthy diet. People need to be told more about the contents of prepared foods. A Gallup poll commissioned by Tesco showed that only 29% of shoppers thought that sufficient nutrition information was given on food labels at present, although 72% of people interviewed said that they were ‘concerned about eating healthily and wanted to improve their diets’.

This study aims to examine consumer involvement with nutrition labels in the USA. Although food label information including nutrition, size and color are standardized and mandated by Food and Drug Administration, consumers perceive some food labels more confusing than others and many ignore the information by seeing them as unimportant. This study measures the importance of different nutrients and examines the differences between consumers that read nutrition labels and consumers that do not read nutrition labels.

In total, 300 consumers were surveyed using Qualtrics internet panel about the importance of nutrition information on food labels. Importance of food nutrients and food serving, size as they impact consumer involvement with food labels, was measured using structural equation modeling.

The results indicate perceived risk associated with nutrition labels, and food serving size information impacts consumer involvement with nutrition labels.

There are a variety of important public policy implications for government agencies and food manufacturers in educating the public about the use of nutrition information on food labels.

This study expands previous research by adding three more nutrients to the dietary scale from nutrition labels (sodium, cholesterol and carbohydrates) and focuses mainly on the nutrients that are considered to be negative for most people.