什么是地方性的? 美国消费者对当地乳制品食品的看法
Caitlin Smits1, Yaozheng Liu1, Megan E Watson1
1Department of Food, Bioprocessing, and Nutrition Sciences; Southeast Dairy Foods Research Center, North Carolina State University, Raleigh, NC 27695-7624.
消费者根据地区或州来定义"本地"乳制品,而不是距离. 他们将当地乳制品与新鲜度,健康,质量和道德采购联系在一起,影响购买决策和营销策略.
科学领域:
- 食品市场营销 食品营销
- 消费者行为 消费者行为
- 乳制品科学 乳制品科学
背景情况:
- 消费者对当地食品系统的兴趣日益增长.
- 美国缺乏"本地"食品的法律定义.
- 之前的研究证实了对当地乳制品的兴趣.
研究的目的:
- 确定消费者对"当地"奶制品食品的看法.
- 确定购买当地乳制品的关键驱动因素.
- 评估当地奶制品的有效营销信息.
主要方法:
- 混合方法方法:3个在线调查 (每项n > 400) 和5个重点小组 (n = 27).
- 在线调查使用了滑动秤,联合分析和Kano问题.
- 焦点小组包括小组前购物活动和讨论,生成消费者旅程地图.
主要成果:
- 消费者将"本地"与地理边界 (地区/州) 相联系,而不是距离.
- 购买驱动因素包括积极的情绪,道德和可持续性属性.
- 消费者认为当地乳制品更新鲜,更健康,质量更高,动物福利更好.
结论:
- 消费者对"本地"的看法主要是基于地理位置,而不是基于距离.
- 营销应该强调区域/州形象,而不是认证或包装文本.
- 了解这些观念有助于乳制品行业在产品定位方面.
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