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FOOD CONSUMPTION AND
MARKETING
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FOOD CONSUMPTION AND MARKETING
The doctrine of consumer sovereignty states that the ultimate
task of the food marketing system is to deliver the food utilities
that consumers desire.
A food marketer should know the answer of the followingquestions:
What do people eat?
Why, how much, when, where and how often?
How are consumersfood choices changing?
These food consumption patterns are influenced by
physiological needs, social conditions and economic factors.
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Understanding Food Preferences
Humans are omnivorous and
can thrive on a wide variety
of different foods.
Humans are social creaturesand their food preferences
and eating patterns areculturally bound and sociallyinfluenced.
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Foodways
Common pattern of dealing with foods.
Foodways govern how food is acquired,
prepared and eaten.
Prepared
-Product
EatenAcquired
- Place
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Foodways
Foodways are complex behavioral patterns that have fourimportant characteristics:
1. No two societies have identical foodways.
2. Standardized foodways result in somewhat similar and stablefood preferences and eating patterns within a society.
3. Foodways defining how to eatadd social significance to thediet and are taught to each succeeding generation.
4. Foodways adapt to socioeconomic changes such asurbanization, education, income, technology and changinglifestyles.
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Understanding Food Preferences
In high-income, affluent, urbanized societies food consumers
purchase much more than physical farm products, they want
food, and increasingly they dont want just food, they want a
meal.
The modern food consumer purchases a whole bundle of
attributes, along with farm products, time, form, space and
possession utilities.
- Functional Values- Socio psychological Values
The task of food marketing firms is to discover the product
bundle of attributes that will appeal, profitably to consumers.
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Food Consumption and Expenditure Patterns
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Food Consumption and Expenditure Patterns
Consumers food expenditures are rising for
three reasons:
Increased population and quantities offood eaten
Rising food prices
Consumer preferences for more expensivefoods and marketing services
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Food Consumption and Expenditure Patterns
No food has a guaranteed market.
Each must earn its place in the mind andstomach of consumers.
New product development and promotionalefforts are needed.
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The Demographics of Food Consumption
Population Trends
Household Food Consumption
Income and Food Consumption
Diet, Health and Food Marketing
The Away-from-Home Food Market
Public Food Programs
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