Post on 29-Jan-2018
Creating Value by UnderstandingConsumers (and Chain Partners!)
Domenico Dentoni, Dr.
Assistant Professor of Agribusiness Strategy and Management
Wageningen University & Research Centre
6th MSC Netherlands Partners Meeting
Rotterdam, Monday 9 september 2013
How do We Create More Value for Sustainable Seafood?
Let’s start from consumers…
Let’s start from consumers…
+
More value: New consumers come to Netherlands to try uniqueseafood
More Value: Young consumers appreciate seafood+drink pairings….
...and receive a service that fits their lifestyle
More value: Consumers choose to eat seafood as a cultural…
…traditional, hystorical, authentic (and fun) experience
The point is: consumers value theirwhole experience with seafood
Fish quality is crucial to make the experience. MSC label is one of many valuable dimensions of
quality
Challenge #1…:
How can the MSC label help chain partners to create
a more valuable, happier experience with seafoodto consumers?
…and Challenge #2:
How can chain partners and MSC experiment and innovate
to improve consumers’ seafood experiencewithout wasting
…time?…money?…product?
Case of Tasmanian Southern Rock lobsters to US market
(There are many «mixed-feelings» stories out in the world!)
(Dentoni et al. 2012)
What do Consumers Believe?
Challenge #1:
How can MSC label helpchain partners to create
a more valuable, happy experience with seafoodto consumers?
Let’s Dig into Consumer Psychology
Fishbein 1967, Fishbein & Ajzen 1975
Consumers’ Beliefson Product Attributes
Consumers’ Beliefson Product Attributes
Consumers’ Attitudes towards
Product
Consumers’ Intentions and
Behavior to BuyProduct
Example: US Consumers’ Beliefs of
“Australian-Grown” Beef
Implication: Australians had to improvetheir image of beef with «great flavor»
(Dentoni et al. 2013)
Example: US Consumers’ Beliefs of
“Animal Welfare” Beef
Implication: The Humane Society emphasized the link betweentreating animals ‘humanely’ and meat healthiness.
(Dentoni et al. 2013)
Challenge #1:
How can MSC label helpchain partners to create
a more valuable, happy experience with seafoodto consumers?
Value Proposition (1)
Great flavor?
Visually attractive?
Fresh, seasonal?
Which inferences do consumers make from your seafood with MSC label?Which inferences would you like to strengthen in consumers’ mind?
Sustainable
Authentic, Cultural?
Traditional, Hystorical?
AttitudestowardsSeafood
Attitudestowards Buying
and EatingSeafood
More Convenient?
Supportive of Local Economy?
Healthy?
More SociallyAccepted/ «Cooler»?
More Fun?
Value Proposition (2)
Great flavor?
Visually attractive?
Fresh, seasonal?
Which inferences do consumers make to your seafood with the MSC label? Which inferences should be strengthened? How?
Sustainable
Authentic, Cultural?
Traditional, Hystorical?
AttitudestowardsSeafood
Attitudestowards Buyingand Eating Food
More Convenient?
Supportive of Local Economy?
Healthy?
More SociallyAccepted/ «Cooler»?
More Fun?
How can YOU strengthen these inferences in consumers’ mind?
Act on Value Proposition
Great flavor?
Visually attractive?
Fresh, seasonal?
How can YOU strengthen inferences in consumers’ mind?
Sustainable
Authentic, Cultural?
Traditional, Hystorical?
AttitudestowardsSeafood
Attitudestowards Buying
and EatingSeafood
More Convenient?
Supportive of Local Economy?
Healthy?
More SociallyAccepted/ «Cooler»?
Chefs, Journalists, Bloggers, Producers’ Associations
Cultural Associations, Museums, Festivals, Travel Guides
Recipies, New Ways of Disposal, Journalists, Bloggers
Consumers
Processors, Buyers and Wholesalers
Fishers
Cultural
Associations
Travel
Guides
NGOsTravel
Guides
Fairs and
FestivalsChefsJournalists Friends
Fairs and
Festivals
Journalists Bloggers
Transaction, product flow Social Tie, information flow
Retail and Food Service
Act on Value Proposition
Which networks are YOU building with credible actors that influence YOUR consumers? Which actors would YOU or MSC like to engage to create value?
Challenge #2:
How can the fishers, processors and MSC staff engage in allthese networks to act on the value proposition?
Networking & market innovations are time-consuming
money-consumingproduct-consuming!
Risk of innovations is all beared by supply chain actors!
Australian Challenges Creating Value
from Consumers to Fishers
Sometimes public agencies and project managers put too much emphasis in «understandingconsumers». The risk is… forgetting to understand and communicate with chain partners!!!
Southern Rock lobsters to US marketIntroducing Pre-Packaged, Chiled Seafood at Retail
Linking MSC sustainable prawns to Hilton hotelsIntroducing check-off promotion programs in
oyster sector
Theory of (Little Steps of) Change
Involve your enthusiastic, new generation
As an alternative, involve Wageningen University
students!
Innovate by starting with small, cheap (or better free), externally- funded pilot tests
Unless you are facing an urgent threat…
Dank u wel! Questions?
Contact me and you are welcome in Wageningen
Domenico Dentoni, Dr.
Assistant Professor of Agribusiness Strategy and Management
Wageningen University & Research Centre
domenico.dentoni@wur.nl
domenicodentoni.blogspot.nl
Who do Consumers Believe?
Appendix
1
2
3
4
5
6
7
No Vested Interest
Knowledgeable
US Consumers’ Beliefs on Info Sources
Trade-off: consumers believe that most knowledgeablesources have also vested interests in promoting food
0.23
0.12
0.130.09
0.07
0.10
0.03
0.23
Government
Chef
Producer Association
Certifying NGO
Advocacy NGO
Retailer
Deli Store
Wourd-of-Mouth
US Consumers’ Brand Choices from
different Info Sources
Government and word-of-mouth are the most credible and influential actors.
Producer associations and chefs are influential too
Source Choice Respondent Segment
Government 23% Elder, Male
Word-of-Mouth 23% Younger, Less Educated, Male
Producer Associations
13% Elder, More Educated, Female, Frequent Buyers
Chefs 12% Younger, Male
Retailers 10% Younger, Less Educated, Male, Frequent Buyers
Certifying NGOs 9% Younger
Advocacy NGOs 8% Younger, Less Frequent Buyers
Deli Stores 3% Younger, Female
Segments of US Consumers’ Brand Choices
from different Info Sources
Strong segmentation: different consumers believe different information sources