Cross-European and Functional Food-Related Consumer Segmentation for New Product Development

Sparke, Kai; Menrad, Klaus

doi:10.1080/10454440902908142

Cited by 35 publications

(25 citation statements)

References 12 publications

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“…As such, prior nutrition knowledge level has been identified as an important factor influencing one's acceptance of functional foods (Sparke and Menrad, 2009); consumers who possessed higher level of nutrition knowledge reported higher intention to try functional foods (Annunziata and Vecchio, 2011;Ares et al, 2008). As for particular functional foods, it was found that the knowledge regarding to the health benefits of functional ingredients (i.e.…”

Section: Nutrition Knowledge and Health Claimmentioning

confidence: 99%

The effect of perceived carrier-ingredient fit on purchase intention of functional food moderated by nutrition knowledge and health claim

2015

British Food Journal

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Purpose -The purpose of this paper is to examine how the purchase intention of functional food is influenced by the perception of carrier-ingredient fit, that is, to what extent the carrier product and functional ingredient are intuitively perceived to be matched, and how such influence is moderated by consumers' prior nutrition knowledge and provided health claim. Design/methodology/approach -Through two phases of experimental studies on 30 hypothetical functional foods, this paper analyzed the relationship between perceived carrier-ingredient fit and purchase intention which were reported by participants with different nutrition knowledge levels and in conditions that differed in the content of health claim. Findings -Phase 1 (n ¼ 62) found that the positive influence of perceived fit on purchase intention of functional products was moderated by one's prior nutrition knowledge; compared to those knowledgeable in food/nutrition fields, consumers with less knowledge relied more heavily on the perceived carrieringredient fit when making purchase decision. The results of study 2 Phase 2 (n ¼ 93) revealed that the perceived fit was more important to predict purchase intention in the condition without health claim. A further analysis revealed that health claim increased the purchase intention particularly for functional foods receiving poor perceived carrier-ingredient fit. Practical implications -For innovative functional foods, the product development and market penetration may be benefit from fine-grained segmentation and positioning strategies that are based on the understanding of interaction between intuitive perception and cognitive knowledge. Originality/value -The present work highlights consumers' perception of the carrier-perception fit, interacting with nutrition knowledge and health claim, as a critical factor determining the acceptance of functional foods.

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Section: Nutrition Knowledge and Health Claimmentioning

confidence: 99%

The effect of perceived carrier-ingredient fit on purchase intention of functional food moderated by nutrition knowledge and health claim

2015

British Food Journal

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“…Furthermore, few segmentation studies use purchase behaviour in isolation, because it tends to result in limited, substantial and heterogeneous segments (for example, buyers and non-buyers of a product) that are probably not uniquely responsive to marketing efforts. Therefore, behaviour is sometimes measured in combination with other variables, such as purchase frequency (125) or motivations (107) to establish more diverse segments. Yet more often, past behaviour is used to describe segments rather than as a basis for market segmentation (102,126) .…”

Section: Past Purchasementioning

confidence: 99%

Understanding heterogeneity among elderly consumers: an evaluation of segmentation approaches in the functional food market

et al. 2014

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It is beneficial for both the public health community and the food industry to meet nutritional needs of elderly consumers through product formats that they want. The heterogeneity of the elderly market poses a challenge, however, and calls for market segmentation. Although many researchers have proposed ways to segment the elderly consumer population, the elderly food market has received surprisingly little attention in this respect. Therefore, the present paper reviewed eight potential segmentation bases on their appropriateness in the context of functional foods aimed at the elderly: cognitive age, life course, time perspective, demographics, general food beliefs, food choice motives, product attributes and benefits sought, and past purchase. Each of the segmentation bases had strengths as well as weaknesses regarding seven evaluation criteria. Given that both product design and communication are useful tools to increase the appeal of functional foods, we argue that elderly consumers in this market may best be segmented using a preference-based segmentation base that is predictive of behaviour (for example, attributes and benefits sought), combined with a characteristics-based segmentation base that describes consumer characteristics (for example, demographics). In the end, the effectiveness of (combinations of) segmentation bases for elderly consumers in the functional food market remains an empirical matter. We hope that the present review stimulates further empirical research that substantiates the ideas presented in this paper.

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“…Second, to study the price in three different innovation types (conventional, organic, functional) and for three different market players (SME, MNC and retailers). The food brands are clearly differentiated by the technology, quality and production standards applied; and conventional food has the lowest innovativeness applied, whereas functional food has the highest (Verbeke 2006;Sparke and Menrad 2009;Hamzaoui-Essoussi and Zahaf 2012;Davcik 2013). In this process, this paper makes several contributions to the existing business literature.…”

Section: Introductionmentioning

confidence: 99%

“…It is possible to achieve this by estimating the organic and functional brands in comparison to conventional brands. Interested readers can assess this typology in detail from the food-orientated research articles (e.g., Sparke and Menrad 2009;Sorenson andBogue 2007, Hamzaoui-Essoussi andZahaf 2012;Davcik 2013).…”

Section: {Take In Tables 1 and 2}mentioning

confidence: 99%

Impact of product differentiation, marketing investments and brand equity on pricing strategies

Davcik

Sharma

2015

European Journal of Marketing

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Prior research explores the individual impact of brand equity and new product development on firms' marketing performance but there is little work that takes a holistic view of their combined influence. This paper uses an aggregate data set for 735 fast moving consumer goods (FMCG) brands from Nielsen (10,282 households) to explore the combined influence of brand equity, marketing investment and product differentiation on differences in pricing among small and medium enterprises (SME), multinational companies (MNC) and retailers (private labels). Using a cluster analysis, it is shown that premium price is positively associated with innovation and company type. Managerial implications of the findings are discussed along with future research directions.

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Cross-European and Functional Food-Related Consumer Segmentation for New Product Development

Abstract: . Functional Food emerged as a constant segment in the European

Cited by 35 publications

References 12 publications

The effect of perceived carrier-ingredient fit on purchase intention of functional food moderated by nutrition knowledge and health claim

The effect of perceived carrier-ingredient fit on purchase intention of functional food moderated by nutrition knowledge and health claim

Understanding heterogeneity among elderly consumers: an evaluation of segmentation approaches in the functional food market

Impact of product differentiation, marketing investments and brand equity on pricing strategies

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