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Author: Publisher: ISBN: 9789276601760 Category : Languages : en Pages : 0
Book Description
Differences in composition of seemingly identically branded food products, also known as dual food quality, occur when a good is marketed as identical (i.e. under the same brand and with the same or similar package), but its composition differs substantially across Member States. In this context, what makes consumers perceive goods as identical based on their presentation and, in particular, front-of-pack design remains an open question. The present study addresses this knowledge gap by collecting data on consumers' perceptions of the front-of-pack designs of seemingly identical branded food products. The purpose is to understand how variation in the front-of-pack of a seemingly identical branded food product affects consumers' ability to perceive packages as different, whether this translates in believing that products are different, and their ability to take informed transactional decisions. The study uses primary data collected through an online survey to provide insights on two fronts. First, it gives information about whether, and under what circumstances, the front-of-pack presentation allows consumers to identify versions of products; second, it indicates whether these differences translate into consumers believing that the products are different. Overall, the results indicate the influence of front-of-pack design elements on the perception of package and product differences and on consumer choices; however, these differ between design elements and products, highlighting the need for a case-by-case assessment. This suggests that noticeable changes in some packaging elements do not convey differences in the product. Overall, claims about the origin of ingredients, changes in package colour and images and logos making a claim about the quality of the product show the largest impacts. The findings could provide authorities and interested stakeholders dealing with this topic with useful insights.
Author: Publisher: ISBN: 9789276601760 Category : Languages : en Pages : 0
Book Description
Differences in composition of seemingly identically branded food products, also known as dual food quality, occur when a good is marketed as identical (i.e. under the same brand and with the same or similar package), but its composition differs substantially across Member States. In this context, what makes consumers perceive goods as identical based on their presentation and, in particular, front-of-pack design remains an open question. The present study addresses this knowledge gap by collecting data on consumers' perceptions of the front-of-pack designs of seemingly identical branded food products. The purpose is to understand how variation in the front-of-pack of a seemingly identical branded food product affects consumers' ability to perceive packages as different, whether this translates in believing that products are different, and their ability to take informed transactional decisions. The study uses primary data collected through an online survey to provide insights on two fronts. First, it gives information about whether, and under what circumstances, the front-of-pack presentation allows consumers to identify versions of products; second, it indicates whether these differences translate into consumers believing that the products are different. Overall, the results indicate the influence of front-of-pack design elements on the perception of package and product differences and on consumer choices; however, these differ between design elements and products, highlighting the need for a case-by-case assessment. This suggests that noticeable changes in some packaging elements do not convey differences in the product. Overall, claims about the origin of ingredients, changes in package colour and images and logos making a claim about the quality of the product show the largest impacts. The findings could provide authorities and interested stakeholders dealing with this topic with useful insights.
Author: Publisher: ISBN: 9789276143031 Category : Languages : en Pages :
Book Description
The issue of Differences in Composition of Seemingly Identical branded Products (DC-SIP) refers to cases where a good in one Member State is marketed as identical to a good marketed in other Member States, while in reality that good has significantly different composition or characteristics (European Commission, 2019a). The main concern is that "in some parts of Europe, people are sold food of lower quality than in other countries, despite the packaging and branding being identical", as stated by President Juncker (European Commission, 2017b). This report provides a conceptual analysis of whether and how consumer purchasing decisions and welfare are affected by the fact that the same brand owner offers seemingly identical branded food products with different composition in different countries' markets. Based on the conceptual and empirical knowledge developed in the fields of demand theory, behavioural economics, marketing and consumer psychology, this report develops a framework to analyse the formation of consumer quality perceptions, purchasing decisions and welfare. We start from a basic neoclassical utility approach to assess the different possible effects of DC-SIP on consumer purchases and welfare. Given the crucial role of quality perception in determining consumers' valuation of a product, we then perform a more detailed analysis of the factors shaping quality perception, based on the Total Food Quality Model. This sheds light on how food quality perception may differ across countries and individual consumers, and how this relates to the issue of DC-SIP. Finally, the report addresses how information asymmetry regarding DC-SIP may lead to the disconfirmation of consumers' expectations once consumers realise or are informed about differences in composition between product versions. The role of deception and unfairness perception on consumer decision-making and welfare is analyzed in order to understand consumers' reactions to DC-SIP.
Author: Publisher: ISBN: 9789276150329 Category : Languages : en Pages :
Book Description
Differences in composition of seemingly identical branded (food) products (DC-SIP) has been a source of growing concern in the EU in recent years. In 2013, the European Parliament drew attention to the fact that findings of various surveys show that "on a long-term basis consumers are concerned about possible differences in the quality of products with the same brand and packaging which are distributed in the single market" (European Parliament 2018). In 2016, leaders of the EU Member States (MS) brought up the issue of DC-SIP in the European Council and agreed to investigate the existence of the practice further and to eventually finding a solution at European level., During his State of the Union Address in 2017, President Juncker explicitly referred to the issue of companies selling seemingly identical products with a different composition in different MS. To provide a snapshot into how widespread this situation was in the EU, in close collaboration with experts from Member States' competent authorities and stakeholders of the food chain, the Joint Research Centre (JRC) developed a harmonised methodology for the comparative testing of DC-SIP in food across MS (European Commission, 2018). The result of the application of this methodology to different products found that 9% and 22% of evaluated food products had differences in composition but had identical or similar front packaging, respectively. The rest of the food products evaluated were either identical (33%), had similar compositional characteristics (9%) or had a different composition and also a different front package (27%) (European Commission 2019). This report aims to contribute to the existing studies on differences in composition of seemingly identical branded (food) products (DC-SIP) by verifying whether the presence of DC-SIP influences consumer preferences and willingness to pay for a different version of the same branded product. The study used two different methodologies, an (online) discrete choice experiment (DCE) and a sensory testing experiment (referred to as "lab experiment"), in six MS (i.e. Germany, Hungary, Lithuania, Romania, Spain, and Sweden) with a total of 10,600 respondents so that the following could be analysed: (i) consumers' willingness to pay (WTP) for different versions of the same branded food products, and (ii) the impact of information on DC-SIP on consumer preferences for domestic or other-country versions of a product.
Author: Aron Embaye Publisher: diplom.de ISBN: 3836642131 Category : Business & Economics Languages : en Pages : 97
Book Description
Inhaltsangabe:Introduction: In today s complex business environment, doing business is no longer business as usual; it has evolved into quick change, quick response, and quick results. In such an environment it is only those business enterprises which understand these trends and position themselves for tomorrow can survive and grow successfully. Nowhere is this reality truer than in the retail industry, where changes on the consumer side are creating new challenges and opportunities at a frantic pace. In the past, the consumers demand for high-profile brands let a retailer capitalize on the foundation of those solid, reputable brands to build its own reputation. This brand centric- approach to retailing meant strong competition, which has resulted in tight profit even to the bigger players of the industry. In response to the increased challenges, there has been a significant movement by most prominent retailers towards store brand solutions to improve margins and better meet the changing needs of the consumer. By creating high-quality product tied to the retailer s own brand, retailers are reaping the benefits of brand loyalty for themselves. Leading global retailers like Wal-Mart, Aldi, Asda, Marks & Spencer, Migros, Tesco, Loblaw and many others now have two or three store brands, which allow for appeal across a wider variety of price points. According to recent studies, in Europe, store brands already represent over 45 Percent of the product mix, while in the U.S., store brands represent 25 percent (Internet 5). Compared to the U.S and Europe, the South African market for store brands is not well developed and is far from being saturated. Store brands are sold throughout retailers in the country and categories are widespread - from beverages (milk, coffee, water, etc); including most confectionary categories; most household and toiletry categories; and from premium brands, to the more cost effective. Leading retailers like Spar, Shoprite, and Pick n Pay and others have various store brands. Even though South African retailers are utilizing own brands as a means of differentiation, some studies are also indicating the lack of well tuned major store brand strategies and own brands were not perceived as of value by consumers as well (Internet 2). Like in the case of national brands, retailer s brands have also evolved into many different forms (McGoldrick, 2002). The focus of this study is on the No Name Brand food items which are one form [...]
Author: Martin K. Hingley Publisher: CRC Press ISBN: 1317022963 Category : Business & Economics Languages : en Pages : 344
Book Description
Food is an extraordinary expression of culture; the assortment of flavours, smells, colours and appearance match the diversity of the cultures from which they come and provide very visible evidence of the migration of populations and of the growing multiculturalism of many countries. Adam Lindgreen and Martin K. Hingley draw on research into European, Latin American and (Near and Far) Eastern markets to provide a comprehensive collection of original, cutting-edge research on the opportunities that the changing landscapes of ethnic, religious and cultural populations present for businesses and marketers. The New Cultures of Food uses the perspective of food culture to explore the role of food as a social agent and attitudes to new foodstuffs amongst indigenous populations and to indigenous food amongst immigrant communities. Opportunities and routes to market for exploiting growing demand for ethnic food are also investigated. This is an important book for food and consumer businesses, policy makers and researchers seeking to understand changing global markets and the significance of food as an indicator of social and religious attitude, diet and ethnic identity.
Author: Carlos Velasco Publisher: Springer ISBN: 3319949772 Category : Business & Economics Languages : en Pages : 381
Book Description
This edited collection presents state-of-the-art reviews of the latest developments in multisensory packaging design. Bringing together leading researchers and practitioners working in the field, the contributions consider how our growing understanding of the human senses, as well as new technologies, will transform the way in which we design, interact with, and experience food and beverage, home and personal care, and fast-moving consumer products packaging. Spanning all of the senses from colour meaning, imagery and font, touch and sonic packaging, a new framework for multisensory packaging analysis is outlined. Including a number of case studies and examples, this book provides both practical application and theoretical discussion to appeal to students, researchers, and practitioners alike.
Author: Publisher: ISBN: 9789276321576 Category : Languages : en Pages :
Book Description
The present study is the second part of the testing effort produced by the Joint Research Centre. It analyses the sensory properties of a subset of the same products that formed part of the 2018/19 label comparison samples to find out whether different recipes used for preparing a product lead to noticeable sensory differences. For this purpose, the competent authorities of the EU Member States who participated in the 2018/19 label comparison, were invited to prioritise products that were offered with differences in composition so that they could be included for sensory testing. As a result, 20 branded products, each comprising samples collected in 5-10 EU Member States, were included in the assessment performed by a panel of trained experts. The chosen sensory testing technique is called Structured Napping and was followed by Free Choice Profiling, which is a holistic assessment of sensory properties, whereby the tested samples are grouped according to their degree of similarity For 10 out of the 20 food products evaluated, differences in the sensory properties among the national versions were noticeable. They mostly reflected the related compositional differences. No noticeable differences in the sensory properties were found for the remaining 10 products, though their composition differed to a certain extent. As was the case in the 2018/19 study, the observed differences did not show a geographical trend. Furthermore, the sensory testing revealed that larger differences in composition (i.e. different quantities and kinds of ingredients) led more frequently to noticeable, i.e. significant, differences in the sensory characteristics of different national versions of the same product. Smaller composition variations were mostly not noticeable. It should be noted that the sensory perception of a food product is only one of the elements that may affect consumers' choice of products. For example, certain consumers may want to avoid certain types of ingredients for various reasons other than those linked to their health (e.g allergens). In particular, consumers increasingly attach importance to the environmental impact of certain ingredients, their geographical origin, mode of manufacturing, chemical compositions, etc.
Author: Jane Choi Publisher: ISBN: Category : Branding (Marketing) Languages : en Pages : 417
Book Description
Trademark litigations alleging identity infringements by global brands have attracted significant media attention, highlighting the need for empirical investigation into the concept of consumer confusion around brand identity. Given the importance of colour to brand and packaging decisions, and the significant revenue spent by global competitors on branding and brand protection, it is surprising that the impact of colour on consumer confusion is not yet fully understood. Colour is often the most visually salient aspect of a product, and thus packaging colours are an invaluable cue for consumers in their product and brand identification processes—particularly with respect to product choice decisions in the fast-moving consumer goods (FMCG) category. This research investigated the effect of consumer confusion in the context of FMCG packaging colours. The objectives of this research were to: (1) explore the nature of consumer confusion in the context of brand choice, (2) understand the cognitive and emotional effects of confusion on consumers, (3) assess the effects of varying degrees of discriminability in packaging colour on consumer confusion,and (4) establish the role of brand familiarity in the relationship between colour and consumer confusion. Nine research hypotheses were proposed and tested to achieve these four objectives. A new definition of confusion is proposed in this research. Confusion is defined as a cognitive state, characterised by a discomforting uncertainty triggered by the perceived mismatch or contradiction between a stimulus and pre-existing schema. This definition overcomes the limitation of extant research that conceptualises consumer confusion only as an outcome, i.e. an incorrect attribution.This research theorises that a consumer processual state of confusion (CP-SoC) arises when multiple brands in the same product category use similar packaging colours, but that the outcomes of CP-SoC are moderated by brand familiarity. Three experimental studies were conducted to investigate the influence of brand familiarity on the relationship between packaging colour similarity and consumer confusion within the FMCG context. The first study explored the effect of the three main colour attributes (hue,saturation, and lightness) of secondary colours (purple, orange, and green) on choice response time. Different degrees of discriminability in terms of hue,saturation, and lightness were found across the colours. The second study involved the development of the CP-SoC scale. This scale, measuring perceptions of confusion, correlated well with an accepted behavioural measure of confusion(response time). This demonstrates convergent validity and indicated that the new scale was an appropriate proxy for confusion. The final study investigated the influence of colour similarity and brand familiarity on confusion (operationalised using the CP-SoC scale) in a 3 (colour:identical, similar, different) ́ 2 (brand: familiar, unfamiliar) ́ 2 (product category: milk chocolate, energy drinks) full factorial repeated-measures design. An interaction effect was found for similar (but not identical or different) colours across familiar and unfamiliar brands and the two product categories. In the milk chocolate category, similarly-coloured packages of a familiar brand produced higher levels of confusion than an unfamiliar brand. However, in the energy drink category, there was a reversal of this effect.These findings indicate that: (1) as expected, similar colours are inherently more confusing than different colours in a brand identification task, and (2) brand familiarity differentially moderates the effect of colour similarity on confusion across product categories. Specifically, the effect of colour similarity on consumer confusion is more pronounced in an FMCG category that is relatively ‘newer’ (energy drinks) than a more established FMCG category that has been in the market for more than a century (milk chocolate). This suggests that the effects of stimulus similarity on consumer confusion are more complex than previously thought and warrant continued in-depth investigation.
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Author: Aron Embaye
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Author: Martin K. Hingley
Author: Carlos Velasco
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Author: John Nicholas Kallas
Author: Jane Choi