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Article
Publication date: 4 September 2017

Lenka van Riemsdijk, Paul T.M. Ingenbleek, Marleen Houthuijs and Hans C.M. van Trijp

Next to organic food products, an assortment of ethical products is emerging in the supermarket that targets the large market segment of consumers that are open for…

Abstract

Purpose

Next to organic food products, an assortment of ethical products is emerging in the supermarket that targets the large market segment of consumers that are open for ethical product choices but do not restrict themselves to them. The purpose of this paper is to examine the positioning strategies that marketers use to persuade consumers in this segment to buy animal-friendly products (AFPs).

Design/methodology/approach

The authors approach product positioning from a consumption values perspective from which they examine strategies that make animal welfare (AW) personally relevant to the buyer because they reinforce AW with suitable consumption value (functional, emotional, social, sensory, epistemic and/or ethical). Using data from 129 AFPs from a Dutch supermarket, the authors explore the positioning strategies of these products.

Findings

The results identified four different strategies used to position AFPs in a Dutch supermarket. They respectively call upon consumers’ emotions, functional or sensory perceptions, curiosity and sense of public welfare. The findings also show substantial category differences, with fresh products relying predominantly on emotional value and processed food on functional value.

Originality/value

This study is the first to empirically explore positioning strategies of AFPs on the basis of their consumption values. The study offers a novel perspective to understand how companies try to extend the market for AFPs, thus providing a basis for a new research agenda.

Details

British Food Journal, vol. 119 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 24 July 2019

Ellen van Kleef, Tanja Meeuwsen, Jetteke Rigterink and Hans Van Trijp

In many countries, schools move toward healthier canteen assortments by limiting the supply of unhealthy foods. The question arises whether this gives any undesirable side…

Abstract

Purpose

In many countries, schools move toward healthier canteen assortments by limiting the supply of unhealthy foods. The question arises whether this gives any undesirable side effects with students (e.g. compensation in purchases from school to outside retailers, reactance) and how to handle these so that operating school canteens remains financially viable. The purpose of this paper is to identify perspectives toward healthy school food assortments held by vocational education students and professionals within secondary and vocational schools with responsibility for school food policy (e.g. school canteen workers, teachers, school directors) in the Netherlands.

Design/methodology/approach

Four focus groups were conducted with students at a vocational school (n=25 in total). A semi-structured interview guide was used to conduct discussions. The interview guide also included three school canteen scenario’s (A: 100 percent healthy food, B: 50 percent healthy/50 percent unhealthy foods and C: 100 percent unhealthy food) and a set of nine intervention strategies. A brief survey included questions on the same three scenario’s and nine intervention strategies. A web-based survey was conducted among 68 professionals responsible for school food policy and included their evaluation of the same canteen scenarios and interventions. Survey data were analyzed using descriptive statistics and content analysis. Content analysis was done on the qualitative data.

Findings

School food professionals were highly supportive of Scenario A (100 percent healthy food), as this formed a better fit with their policies and was believed to stronger encourage healthy eating. They did worry about financial feasibility given lower affordability and student reluctance to accept the assortment. Students were less in favor of Scenario A. Students discussed getting value for money and remaining freedom to make unhealthy choices. The authors discuss implications for policy makers who aim to implement measures to improve young people’s eating habits.

Originality/value

This study contributes to the literature on creating healthier school food environments. This study uniquely examines a healthier school canteen from a viability perspective, including the views of students as primary customers. Given the need to progressively increase the number of foods complying to dietary guidelines in canteen assortments, this study provides insights into how and why assortment changes best can be implemented.

Details

British Food Journal, vol. 121 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 11 October 2018

Francesco Bimbo, Alessandro Bonanno, Hans Van Trijp and Rosaria Viscecchia

Psychological factors, such as body image dissatisfaction and the negative feelings associated with it may be related to the adoption of unhealthy eating behaviours. Also…

Abstract

Purpose

Psychological factors, such as body image dissatisfaction and the negative feelings associated with it may be related to the adoption of unhealthy eating behaviours. Also, body image dissatisfaction may lower the likelihood of engaging in long-term healthy eating habits and in the level of attention paid to the quality of the food consumed. As a result, body image may be related to consumers’ choice to purchase and consume health-enhancing food products. The paper aims to discuss these issues.

Design/methodology/approach

A pilot study of a small sample of Italian yogurt consumers was employed to explore if there is a relationship between respondents’ level of body image dissatisfaction and the number of health-enhancing yogurt choices. The data were collected by means of a virtual-shelf technique and were analysed using a negative binomial regression.

Findings

Results indicate that body image dissatisfaction is inversely related to the number of yogurt packages with health-enhancing features chosen from the virtual shelf. Also, respondents who read the nutrition label and those with more knowledge regarding leading functional yogurt brands, selected a higher number of functional yogurts from the virtual shelf compared, especially among women.

Research limitations/implications

The results indicate that body image dissatisfaction is inversely related to the number of yogurt packages with health-enhancing features chosen from the virtual shelf. Also, respondents who read the nutrition label and those with more knowledge regarding leading health-enhancing yogurt brands selected a higher number of health-enhancing yogurts options from the virtual shelf compared to others, especially among women.

Originality/value

The relationship between body image dissatisfaction and health-enhancing food choices has not been investigated in the consumer science and marketing literature. Additionally, this is one of the few papers that use a virtual shelf as a data-collection method.

Details

British Food Journal, vol. 120 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 7 August 2007

Mario Duarte Canever, Hans van Trijp and Ivo van der Lans

This paper aims to assess the effectiveness of different segmentation schemes as the basis of marketing strategy, with particular respect to supply‐chain decisions, and to…

Abstract

Purpose

This paper aims to assess the effectiveness of different segmentation schemes as the basis of marketing strategy, with particular respect to supply‐chain decisions, and to propose a new procedure capable of combining benefits sought and features available.

Design/methodology/approach

In a study of buyers and consumers of beef in Brazil, segments based on three approaches were derived by hierarchical cluster analysis, fine‐tuned by K‐means cluster analysis. The outcome was evaluated for the viability and actionability of the preferred procedure, both objectively and through interviews with managers in the beef‐supply business.

Findings

The results revealed that a segmentation scheme combining benefits sought and features available yields more homogeneous and actionable segments, and has real promise as an input to the formulation and implementation of supply‐chain strategy.

Research limitations/implications

This promising innovation in market segmentation requires further study, and testing in the marketplace.

Practical implications

The proposed system is a usable aid to decision making.

Originality/value

The paper proposes an original approach to market segmentation.

Details

Marketing Intelligence & Planning, vol. 25 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 1 October 2004

Janneke de Jonge, Lynn Frewer, Hans van Trijp, Reint Jan Renes, Willem de Wit and Joke Timmers

In response to the potential for negative economic and societal effects resulting from a low level of consumer confidence in food safety, it is important to know how…

Abstract

In response to the potential for negative economic and societal effects resulting from a low level of consumer confidence in food safety, it is important to know how confidence is potentially influenced by external events. The aim of this article is to describe the development of a monitor that enables changes in consumer confidence in food safety and consumer food choice behaviour to be assessed in conjunction with changes in institutional activities and food safety incidents. Results of the first assessment of longitudinal data on consumer perceptions of food safety will be presented to provide the basis for the development of such a monitor. A better understanding of the interrelationships between antecedents and behavioural consequences of changes in consumer confidence in food safety over time will improve understanding of the effectiveness of public policy, and allow the development of best practice in risk communication and risk management.

Details

British Food Journal, vol. 106 no. 10/11
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 7 August 2007

Keith Crosier

Abstract

Details

Marketing Intelligence & Planning, vol. 25 no. 5
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 4 October 2019

Mahafuz Mannan, Nusrat Chowdhury, Priodorshine Sarker and Riasat Amir

The purpose of this study is to provide an insight into the crucial antecedents of customer satisfaction and revisit intention in the context of dining restaurants in a…

Abstract

Purpose

The purpose of this study is to provide an insight into the crucial antecedents of customer satisfaction and revisit intention in the context of dining restaurants in a holistic approach, taking Bangladesh as a unit of analysis.

Design/methodology/approach

The research design was cross-sectional. Data were collected from 30 dining restaurants in Dhaka city, Bangladesh. The proposed model was tested using partial least square structural equation modeling with a sample size of 600 respondents.

Findings

The antecedents of customer satisfaction (i.e. service quality, food quality, atmospherics, other customers and perceived value/price) were found to have significant positive effects on customer satisfaction. Customer satisfaction and restaurant reputation were found to have significant positive effects on revisit intention, while variety seeking tendency was found to have a significant negative effect on revisit intention. Trust was found to partially mediate the customer satisfaction-revisit intention and restaurant reputation-revisit intention relationships.

Originality/value

This study is among the first to provide a holistic approach toward the crucial antecedents of customer satisfaction (i.e. service quality, food quality, atmospherics, other customers and perceived value) and revisit intention (i.e. customer satisfaction, variety seeking tendency, trust and restaurant reputation) in one structural equation model, and investigated their interrelationships in the context of dining restaurants. To the authors’ knowledge, this is the first study that has investigated the mediating role of trust between the customer satisfaction-revisit intention and restaurant reputation-revisit intention relationships in the context of dining restaurants. From a market-specific context, this the first study to investigate and link the examined variables in the context of Bangladeshi dining restaurants.

Details

Journal of Modelling in Management, vol. 14 no. 4
Type: Research Article
ISSN: 1746-5664

Keywords

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Book part
Publication date: 11 June 2009

Anca E. Cretu and Roderick J. Brodie

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The…

Abstract

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The resource-based view of the firm explains the sources of sustainable competitive advantages. From a resource-based view perspective, relational based assets (i.e., the assets resulting from firm contacts in the marketplace) enable competitive advantage. The relational based assets examined in this work are brand image and corporate reputation, as components of brand equity, and customer value. This paper explores how they create value. Despite the relatively large amount of literature describing the benefits of firms in having strong brand equity and delivering customer value, no research validated the linkage of brand equity components, brand image, and corporate reputation, simultaneously in the customer value–customer loyalty chain. This work presents a model of testing these relationships in consumer goods, in a business-to-business context. The results demonstrate the differential roles of brand image and corporate reputation on perceived quality, customer value, and customer loyalty. Brand image influences the perception of quality of the products and the additional services, whereas corporate reputation actions beyond brand image, estimating the customer value and customer loyalty. The effects of corporate reputation are also validated on different samples. The results demonstrate the importance of managing brand equity facets, brand image, and corporate reputation since their differential impacts on perceived quality, customer value, and customer loyalty. The results also demonstrate that companies should not limit to invest only in brand image. Maintaining and enhancing corporate reputation can have a stronger impact on customer value and customer loyalty, and can create differential competitive advantage.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Article
Publication date: 6 September 2013

Ho Huy Tuu and Svein Ottar Olsen

The purpose of this paper is to explore the combined moderator role of consideration set size (CSS) and variety seeking (VS) on the satisfaction-loyalty relationship, and…

Abstract

Purpose

The purpose of this paper is to explore the combined moderator role of consideration set size (CSS) and variety seeking (VS) on the satisfaction-loyalty relationship, and uses theories and findings mostly from the brand literature to test some hypotheses at a product category level.

Design/methodology/approach

The authors use survey data of 487 Vietnamese consumers in a food context. A structural equation modelling (SEM) approach for moderator analysis with latent constructs is used to test the hypotheses.

Findings

CSS has a positive effect on CRL, while VS has a negative effect on CRL. CSS is found to have a positive moderator effect on the category satisfaction-category repurchase loyalty relationship. More interestingly, CSS still interacts with VS to positively influence this relationship.

Research limitations/implications

The object and setting of this study is limited to one product category in one market. The nature of causality is problematic due to the use of survey design.

Practical implications

Those findings imply that a product category extension with alternatives providing complementary benefits will have a higher chance of success with satisfied consumers, especially those with high VS, than with less satisfied consumers.

Social implications

The study recommends that people should vary their diet to achieve different kinds of vitamins, minerals and tastes for their health. Similarly, the tourism industry should satisfy tourists ' variety-seeking needs by exploring new categories.

Originality/value

This study contributes to the literature by discussing and highlighting positive moderator effects of CSS and VS on the satisfaction-loyalty relationship at a product category level. The findings are contrast with brand literature which confirms negative moderator effects of CSS and VS on this relationship.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 23 March 2021

Yingying Hu, Ling Zhao, Xin (Robert) Luo, Sumeet Gupta and Xiuhong He

The purpose of this paper is twofold: first, to clarify what specific behaviors are involved in consumers' partial switching in mobile application (app) usage, and…

Abstract

Purpose

The purpose of this paper is twofold: first, to clarify what specific behaviors are involved in consumers' partial switching in mobile application (app) usage, and, second, to explore the common and differential motivations of these behaviors.

Design/methodology/approach

This paper specified two behaviors in consumers' partial switching in mobile app usage, trialing and combining behaviors, and conceptualized them as different types of variety seeking behaviors. A theoretical model contrasting intrinsic motivations and extrinsic motivations on the two behaviors was developed and tested with a sample of 561 mobile app users in China.

Findings

The findings showed that both trialing and combining behaviors could be motivated by intrinsic individual-related and extrinsic technology-related factors. Besides, intrinsic individual-related factors were more effective in motivating trialing behavior, whereas extrinsic technology-related factors were more effective in motivating combining behavior. All these findings are applicable and consistent in both hedonic and utilitarian apps.

Originality/value

This study extends and advances the literature on information technology switching by investigating consumer use behaviors from a new perspective of partial switching and multiple competing apps usage. This study also contributes to variety seeking literature by extending the understanding of variety seeking to the context of mobile app usage. Finally, by investigating the associations and distinctions of trialing and combining behavior, this study not only helps to fully understand the partial switching but also enriches the understanding of different types of variety seeking behaviors.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

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