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The purpose of this study is to utilise market-oriented methodologies to determine key attributes driving consumers' preferences for novel sustainably sourced seafood concepts, derived from a species of wild-caught fish unfamiliar to consumers and to explore new product concepts for various consumer clusters.

This study applied a mixed-method approach including five focus groups with 40 consumers and a single conjoint-based questionnaire administered to 300 seafood consumers in Ireland. The focus groups explored in-depth consumers' expectations, requirements and preferences and identified the key attributes that would influence acceptance of new seafood products. Full-profile conjoint analysis was used to model consumers' preferences for novel seafood product concepts that utilised a sustainably sourced species unfamiliar to the consumer.

Focus groups revealed that the most important attributes were brand, price, format, packaging, supplementary information and accompaniment. The conjoint simulation identified three consumer clusters. Product concepts containing a sustainably sourced fish species were identified according to the preferences of each consumer cluster.

This research highlighted a sustainability angle in new product development and identified a competitive advantage and market potential for boarfish (Capros aper), which is an underutilised Irish fish species. It used a market-oriented approach to explore the development of novel sustainably sourced value-added seafood product concepts. The study results provide small and medium seafood companies with original and unique insights for developing novel sustainably sourced fish products that increase consumer acceptance.

The purpose of this paper is to analyse the effects of the determinants of farmer participation in value addition through cassava processing in Nigeria.

This study employs the probit model to analyse the determinants of farmer participation in value addition whereas the Tobit model is used to investigate the determinants of the extent of producer’s involvement in value addition using a data set of 400 cassava farmers drawn from the Oyo State of Nigeria.

The findings further indicate that among other factors, human capital factors including farmer age and location variable tend to reduce farmer participation in value addition through processing whereas experience and record keeping promote farmer participation in cassava processing. Institutional variables, notably membership of farmer association, extension access and credit access, enhance farmer participation in value addition. Finally, ownership of a radio set, a television set and access to electricity strengthen the value-adding capacity of farmers.

This study only considers the determinants of producers’ participation in cassava processing but does not explicitly analyse the impact of value addition on their profit margin. This issue would form a basis for future research to enhance knowledge in the extant literature.

The study suggests that if the value-adding capacity of farmers is strengthened, rural economy is likely to be improved upon through the proliferation of rural food processing enterprises.

Despite the relevance of developing food value chains in Africa and integrating farmers in them, there are limited studies on promoting value addition among farmers. This study contributes to narrowing this knowledge gap.

The purpose of this paper is to establish whether consumer focus groups can generate reliable data when used as a consumer research input to copy/graphic design development for retail food packaging.

Six focus groups of six consumers each (n=36) were used to assess four concept designs for a manuka honey cordial product. The focus groups were used to rank the design concepts and to generate specific consumer-driven recommendations to develop/improve each of the designs. A new version of each design was then developed using these recommendations. The eight designs (four original and four improved) were tested together, using a quantitative field experiment at a supermarket in the area from which the focus group sample was drawn.

The results showed that the focus group rankings of the four original designs were largely predictive of the outcomes of the field trial. The improved designs also consistently outperformed their original equivalents in the field trials. Very large improvements were recorded with respect to the weaker original designs.

The research only studied a single product type. However, the results demonstrate that focus group outcomes can be extended onto larger populations if the focus group sample is large enough.

These results support the use of consumer focus groups as a research input to package graphic design development.

Focus groups are used regularly in research where the applicability of their results to larger populations is assumed. This is the first research to formally test that assumption.

This study analyses income inequality and distribution patterns among key actors in the cassava value chain. The study also identifies factors that influence profit of key actors in the cassava value chain.

The study was conducted in Oyo State, Nigeria, using primary data from 620 actors, consisting of 400 farmers, 120 processors and 100 traders in the cassava value chain. The Gini coefficient was used to estimate income inequalities within and between actors. Multiple linear regression was applied to identify factors that influence the profit of the actors in the cassava value chain.

The result shows a gender pattern in the participation in the cassava value chain: men dominate in the production, whereas women mostly engage in processing and marketing of processed cassava products. We also find that incomes are unequally distributed among actors, favouring traders and processors more than farmers in the value chain. Women are better off in processing and trading of value-added products than in the raw cassava production. Spatial differences also contribute to income inequality among farmers in the cassava value chain. An increase in farmers and processors’ incomes reduces inequality in the value chain while an increase in traders’ income widens inequality. Age is significantly negatively correlated with actors’ profit at 1%, while educational level significantly increases their profit at 5%. Processors and traders with large households have a higher profit. We also find that farm size, experience and labour input have significant positive effects on farmers’ profit only at 5%. Membership in an association increases farmers and processors’ profit at 1 and 10%, respectively.

The study recommends that agricultural policies that promote agrifood value chains should aim at minimizing income inequality by targeting vulnerable groups, particularly female farmers to achieve sustainable development in rural communities.

Existing studies recognise income inequality in agricultural value chains in sub-Saharan Africa. However, there are few rigorous quantitative studies that address this pressing issue. Our paper fills this knowledge gap and suggests ways to minimise income inequality in the agri-food value chain, using the example of the cassava value chain in Nigeria.

This research aims to generate consumer knowledge to facilitate the development of new product concepts with optimal product design attributes for new fermented functional cereal beverages (FFCBs) with high market potential.

This research employed a sequential mixed research approach which integrated both qualitative and quantitative methods. A total of 12 in‐depth interviews and three focus groups were carried out to identify product concepts for new FFCBs. A conjoint model (n=299) was then developed to evaluate product‐specific factors that influenced consumer acceptance of FFCBs.

Potential target consumers of FFCBs were more likely to be young females who had relatively high educational and income levels. “Flavour” and “health/nutritional claim” were found to be the most important product attributes for consumers. The simulation analysis predicted two FFCB concepts for target consumers.

As there is a limited range of FFCBs on the market, the concept of FFCBs may be novel to consumers. Further research would be beneficial that closely integrates the strategic marketing of FFCBs with sensory analysis conducted on a range of these beverages.

During the early stages of the new product development (NPD) process, a market‐oriented research methodology can help optimise product concepts in terms of product attributes that drive consumer acceptance.

This paper provides an important insight into the significance of market‐oriented knowledge generation techniques for the development of new cereal‐based functional foods. It provides market‐oriented information on FFCBs which can be valuable for food manufacturers to maximise NPD performance and to gain competitive advantage in the functional beverages market.

The objectives of this study were: to investigate Irish consumers' attitudes to diet, health and health‐enhancing foods; to determine Irish consumers' knowledge and awareness of the health benefits of health‐enhancing foods; to examine the health‐related factors perceived to be most important in food choice; and to examine the relationships between attitudes, beliefs and dietary behaviour.

A total of 340 questionnaires were distributed to consumers using a multi‐stage cluster‐sampling technique.

The key variables that accounted for the variation in dietary behaviour were attitudes to healthy food behaviours, perceived influence of diet on health, and nutrition knowledge. Differences were observed between attitudes and awareness of health‐enhancing foods across gender, age and social grouping.

The results and conclusions of this research are derived from a study conducted in Dublin only and, therefore, it is not possible to generalise about the Irish population from these results. It would prove beneficial to conduct further consumer research on determinants of consumers' dietary behaviour for health‐enhancing foods at different urban and rural centres in Ireland, as well as across European states for a cross‐cultural perspective.

Market segmentation, accompanied by appropriate carefully targeted educational messages, and addressing the attitudes, beliefs and knowledge of the target group can help to close the gap between actual and healthful diets for the entire population.

This research can assist health policy makers implement promotional strategies to improve the nutritional status of at‐risk groups while supporting efforts by the food industry in identifying appropriate marketing strategies within the healthy foods sector.

The objective of this study is to identify the optimal product design attributes for a range of chilled probiotic orange juice beverages, and to evaluate the contribution of market‐oriented research methodologies to the development and strategic marketing of innovative functional beverages.

A conjoint‐based survey was administered to 400 purchasers of chilled orange juice in both Dublin and Cork between May and September 2004.

New product development (NPD) opportunities exist for probiotic juice‐based beverages, although functionality should not be relied on solely to leverage a competitive advantage.

The survey sample only included primary purchasers of chilled orange juice, owing to the increased importance of the chilled orange juice category in Ireland. Further research that would incorporate purchasers of ambient orange juice, and end‐users of both chilled and ambient orange juice in Ireland, as well as across European states for a cross‐cultural perspective, would prove beneficial to both manufacturers and retailers.

Advanced market‐oriented research methodologies during the concept stage of the NPD process can assist both food and beverage firms and retailers to develop and market functional foods and beverages that more closely meet consumers' needs and values.

This research can assist beverage manufacturers to optimally design a range of chilled probiotic orange juice beverages targeted at specific market segments, and provide guidance for effective positioning, communication and pricing strategies of innovative functional beverages.

The purpose of this paper is to utilise market-oriented methodologies and simulation analysis to generate information regarding consumers’ attitudes, opinions and preferences towards novel β-glucan-enriched breads.

Focus Groups and In-depth interviews were used to generate consumer information on potentially suitable attributes that would maximise consumer acceptance. The approach involved the creation of a set of realistic product concepts from a combination of attribute levels and the presentation of these product concepts to consumers. A fractional factorial design generated an orthogonal array of 22 hypothetical products that were presented to consumers for rating while K-means cluster analysis was used to segment consumers into four specific consumer segments. The simulation analysis then identified β-glucan-enriched bread concepts targeted specifically at these four market segments.

The simulation analysis identified β-glucan-enriched bread concepts targeted specifically at these four market segments.

This research can assist manufacturers who wish to optimally design foods with novel ingredients and aid in the development of product concepts which maximise consumer acceptance and increase the likelihood of product success.

The purpose of this paper is to gather stakeholder tacit knowledge to design new product concepts with optimal product attributes for new health promoting food products for the ageing population.

This research employed a qualitative research method. A total of 16 in-depth interviews were carried out to identify key product design attributes. These attributes were used to design health promoting foods for the ageing population.

Age-related conditions affect and alter the design of health promoting foods targeted at the ageing population. Providing the ageing consumer segment with access to health promoting foods facilitates positive ageing intervention. The integration of affordability and convenience elements into ageing food design attributes is important for product acceptance. The multi-level demands and heterogeneity of ageing consumers result in the need for a variety of nutritionally tailored food formats. A dairy-based beverage was considered to be the optimal product concept for the ageing population.

The inclusion of stakeholders from the food industry could result in levels of food industry bias. The sample size of stakeholders was limited to 16 participants. One interview guide was used throughout all interviews to ensure consistency levels. A more flexible instrument may have captured more specific stakeholder information.

During the early stages of the new product development process, a market-oriented research methodology can help to optimise product design in terms of product attributes that drive consumer acceptance.

This paper provides important insights into the significance of stakeholder tacit knowledge generation throughout the need identification stage of the NPD process. Specifically this paper provides stakeholder tacit knowledge on the optimal design of health promoting foods for the ageing population. This knowledge has the ability to provide market-oriented information on health promoting food concepts which can be valuable for food manufacturers to maximise NPD performance, create value and develop competitive advantage within their marketplace. Finally, design templates of health promoting foods for the ageing population are of high strategic importance to food manufacturers, governments, health professionals and medical professionals.

After the introduction of functional food term in 1980s, production and marketing of functional food in Japan, USA and European markets has developed rapidly. Compared to these developed countries, the market size of the functional food in Turkey is very limited. The purpose of this study is to explore reasons of limited development and marketing strategies regarding the size of expenditure, governmental legislation and consumer preferences and highlight the type of functional food products available at large retail chains of important suppliers in Turkey.

Description and exploration of market size and expenditure were determined by using Euromonitor International (2017). The factors influencing consumption and attitudes toward functional food purchasing were evaluated by studying literature research. The number and types of functional foods in the most important supermarket chains were determined to show the growth rate in Turkey. Products in the markets were determined based on the direct observation available, and functional foods sold in the markets were noted at the visits and tabulated. The type of functional food product, its category, the main benefit offer to the consumer and the brand and status of the food processing industry (national or not) were identified. Government legislation on special health claims for functional foods was stated.

Market size of Turkey per capita expenditure was approximately US$5.8m, which was very low, whereas that of Japan and USA was US$86.7m and 100.2m, respectively, in 2017. The variety of functional food products was at a very low level, and functional food market share was limited compared to powerful countries like Turkey. International companies had a higher market share than national companies. Danone with dairy functional foods was the biggest company in Turkey market. Literature studies showed that Turkish people have less knowledge about functional foods and need education. According to reviews, socio-demographic characteristics such as age, education, income levels, gender and prices were important indicators influence consumer awareness and consumption of functional foods. Consumer’s knowledge must be increased with their health benefits by education. Reviews showed that nearly 60 per cent of people did not have any information about functional food and women were more aware and the most active user group. Dairy products were the most preferred functional foods in Turkey. Because of limited awareness, there is a need for elucidating studies that are targeting potential consumers. Turkey did not have labeling system to claim foods functionality on packages and did not permit foods that contribute to health maintenance and/or recovery from disease, but Republic of Turkey Ministry of Food, Agriculture and Livestock applies some laws and regulations.

This study provides market study and detailed research about marketing strategies and legislation of functional foods in Turkey. People have high demand to consume and there are big potentials of functional food marketing and opportunities for food industries. But to increase consumption and marketing size, it needs education of consumer, advertising and some adjustment of legislation by government.