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Dissertations / Theses on the topic 'Food marketing'
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Denlinger, Katherine Lynn. "Food Marketing to Children and Health." Miami University Honors Theses / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=muhonors1209348159.
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Scott, Simon Paul. "Franchising in food retailing : a marketing channels perspective." Thesis, University of Newcastle Upon Tyne, 1998. http://hdl.handle.net/10443/277.
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This study deals with franchising as a form of distribution in the UK food retail environment. Franchise systems have increased their penetration of food retail markets since the mid 1980's and are frequently commented on by industry observers as being a form of distribution likely to expand aggressively. This study comments on the potential for further franchise development and looks at the association and relationship between franchisor Satisfaction and prevailing environmental conditions from a marketing channels perspective. Because of the paucity of literature, data, statistics and law on franchising, this study uses the marketing channels literature as its theoretical basis. This body of theory is principally used to derive and test hypotheses concerning franchisor satisfaction and the environment. The approach focused on interpreting the results of test for an association and relationship between satisfaction and the environment, to comment on the prospects for further franchising development, and to simultaneously contribute to the increased specification of marketing channels theory. The specific objectives of the study were i) To comment on franchising development and its prospects from an operational perspective by understanding the character and valence of franchisor satisfaction. ii). To develop the specification of marketing channels theory in two areas. First, to examine the content, domain and character of channel member satisfaction from a franchisor's perspective, by looking at the relative importance of behavioural, strategic and corporate image based dimensions. Previous marketing channels studies have only considered franchisee satisfaction in relation to franchisor power. Second, to examine whether the variable of franchisor satisfaction has any association or relationship with external concepts of the environment, these were capacity, concentration, stability, complexity and conflict. iii) To utilise and comment on the robustness of the political economy environmental model as a theoretical and methodological approach to empirical testing of organisational and environmental concepts. Two data gathering exercises were undertaken for the study. First, an extensive number of in-depth interviews were conducted with industry practitioners in franchise firms and trade associations, and second an 8 page questionnaire was mailed to the apparent universe of 45 food franchising firms. Franchisor satisfaction was measured using a seven point, bi polar rating scale and instrumentality importance weights. The environmental concepts were measured by seven point monopolar rating scales. Descriptive statistics, correlation analysis and the multivariate techniques of factor analysis and discriminant analysis are used to analyse and interpret the results. The study reveals that i) from an operational perspective, 90% of franchisors were satisfied with their systems performance at the time of the analysis. They scored the behavioural dimensions regarding interaction with franchisees as more important to their organisation achieving its goals and objectives than strategic or image based dimensions. Instrumentality importance weights were shown not to affect franchisor satisfaction scores. ii) From a theoretical point of view, franchisor satisfaction has a negative association with environmental complexity and a positive association with environmental capacity. There is empirical evidence that discriminant functions of independent environmental variables are able to predict franchisor membership of satisfied and non satisfied groups. Statistically significant results were obtained when the analysis was conducted at an individual environmental variable level, but not at the concept level. iii) The political economy model was shown to be a robust theoretical platform for model and measure development. The model provided an approach which in analysis discriminated between concepts and behaved in a nomological way. Confirmatory factor analysis of two environmental concepts. complexity and stability, extracted factors which were consistent with the sectors of the model which were used to develop the concept measures. The findings suggest that i) under conditions of low environmental complexity and high environmental capacity we should expect higher levels of franchisor satisfaction and expansion of franchising systems. ii) The concept of franchisor satisfaction is multi dimensional and ranks behavioural aspects of the franchise relationship ahead of strategic or image attributes in goal and objective achievement. The franchisor is concerned with higher level strategic issues compared to the franchisee. Under these circumstances, franchisor satisfaction was shown to be associated and related to external concepts and variables, which is an advancement in marketing channel theory. This is because it indicates that in considering organisational satisfaction, the researcher may be overlooking important attributes of the concept if only internal organisational phenomena are considered.
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Loader, Rupert John. "Investigating and assessing agricultural and food marketing systems." Thesis, University of Reading, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.259511.
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Henshaw, Kenneth Michael. "Marketing strategy development for a retail food establishment." Thesis, Massachusetts Institute of Technology, 1988. http://hdl.handle.net/1721.1/14538.
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Chen, Bo. "ESSAYS ON ORGANIC FOOD MARKETING IN THE U.S." UKnowledge, 2017. http://uknowledge.uky.edu/agecon_etds/51.
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This dissertation examines organic food marketing from three aspects: household demand for organic food, household choice of retail formats accounting for preference organic food preference, and farmers’ joint adoption of organic farming and direct marketing methods. In Chapter Two, given the fast growth of private label milk and organic milk in the U.S., we estimate a censored demand system to study the demand relations among types of milk differentiated by brand types and organic status, using recent Nielsen Homescan data. We find that sociodemographic factors still play important roles in a household choice of milk types, and fluid milk is an inferior good. Moreover, as income increases, households are more likely to shift from buying conventional milk to organic milk and from private label conventional milk to branded conventional milk, as indicated by the asymmetric cross price elasticities.
In Chapter Three, we examine whether households’ preference for organic food can affect their retail format choices for their grocery shopping trips. We model households’ choices of five major retail format with a conditional logit model, also using the Nielsen Homescan data. Our main findings are that regular organic user households are more likely to patronage organic specialty stores and discount stores, but less likely to shop in warehouse clubs. Price, consumer loyalty, and household shopping behavior also affects household retail format choice.
In Chapter Four, we examine the relation between farmers’ adoption of organic farming and direct marketing, given their similar objectives in satisfying consumer demand and increasing farm income. We model farmers’ adoption of the two practices with a bivariate simultaneous linear probability model using data from USDA Agricultural Resource Management Survey. Our main finding is that the farmers’ adoption of organic farming decreases their probability of adopting direct marketing, whereas the reverse effect is insignificant. Also, organic farming is found to improve gross farm income.
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Soo, Jackie. "Point-of-Purchase Food Marketing and Policy Solutions." Thesis, Harvard University, 2016. http://nrs.harvard.edu/urn-3:HUL.InstRepos:27201724.
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Background: Food marketing has been implicated as a driver of obesity. However, few studies have examined point-of-purchase marketing in supermarkets and restaurants, or marketing in lower-income countries. Furthermore, policy solutions to counteract marketing and provide consumers with objective nutritional information require evidence of efficacy.
Paper 1. We documented child-oriented marketing practices, product claims, and health-evoking images on 106 cereals sold in Guatemala City, Guatemala. Linear regression was used to evaluate the association between various marketing strategies and nutritional quality. We found that child-oriented cereals had worse overall nutritional quality and higher sugar content compared to non-child oriented cereals. Cereals with health claims were not significantly healthier than those without claims.
Paper 2. Menu items marketed on general and kids’ menu boards and signage were recorded at McDonald’s, Burger King, Wendy’s, and Taco Bell throughout the United States in 2010 and 2013. Linear regression was used to model changes over time in nutritional quality of marketed foods and beverages. On general menu boards, marketed items became healthier, improving in overall nutritional quality and decreasing in calories. This pattern was evident in all chains except Taco Bell, where marketed items increased in calories. On general menu boards and signage, while marketed foods improved in nutritional quality, marketed beverages remained the same or became worse. However, on kids’ menu boards, both foods and beverages became healthier.
Paper 3. 1,958 adults completed an online survey. Participants were randomized to one of six labeling groups: No label; Calories per bottle; Traffic light; Warning label; Calories+Warning; Traffic Light+Warning. Differences in purchase intentions and perceptions for SSBs across groups were assessed with ANCOVAs. Single health warning labels on SSBs appeared as effective as single traffic lights or combined calories plus warning labels. Warning labels were most effective when combined with traffic light labels in conveying health-related risks associated with SSB overconsumption.
Conclusions: Although marketed products in fast food restaurants in the United States appear to be showing modest improvements in nutritional quality, the increase in child-oriented marketing on nutritionally-poor items in other countries is concerning. Continued research on nutrition-minded policy solutions is essential.
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Stalmirska, Anna. "An exploratory study of food in destination marketing." Thesis, Sheffield Hallam University, 2017. http://shura.shu.ac.uk/21927/.
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While food, as an element of culture, is increasingly being used in many destination marketing strategies, most research on food-related tourism marketing has been conducted from the demand-side focusing on food-related visitor experiences. Moreover, most research in this domain has been dominated by Asian perspectives, neglecting emerging Western destinations. Considering these shortcomings, the overarching aim of this PhD study was to explore the use of food in destination marketing in selected destinations in Yorkshire, England, to address this gap in knowledge, and to develop recommendations for destination marketers and other industry stakeholders to assist in planning and utilising food as a cultural resource more effectively at the destination level. The research strategy was based on an embedded single-case study with multiple units of analysis: four destination marketing organisations (DMOs) at regional and local levels. During the first stage of the data collection process, a qualitative content analysis of DMO websites was undertaken to explore how food was used in the current marketing strategies. This approach enabled the researcher to evaluate textual and visual information used to represent food on the official DMO websites at regional and local levels. The second stage involved semi-structured interviews with DMO representatives and “industry experts” and aimed to seek deeper insights into the use of food in destination marketing strategies. The findings indicate that food in destination marketing is an area in which DMOs are increasingly active, but in which there is considerable variance. This is visible in the changing and evolving nature of the English cuisine, but also in the differences which were identified in the marketing of food in rural and urban destinations reflecting both cultural heterogenisation and homogenisation. Moreover, this study found that despite the increasing use of “local” food in destination marketing, there is a lack of consensus over what counts as “local”. Accordingly, this study proposes four key dimensions representing different perceptions and judgments about what counts as “local”, as indicated in this study by interview participants as well as the review of the literature. In addition, this study identified the changing nature of DMOs and destination marketing as well as numerous challenges that DMOs face in delivering value to consumers and stakeholders. In particular, in view of the increasingly important role of food, this study has identified the activities of cooperation and networking among and between public and private sectors as pre-requisites to the effective implementation of food in destination marketing activities.
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Poon, Yuk-lam Francis, and 潘煜林. "A case study of tonic food drink marketing strategy." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266782.
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La, Trobe Helen Louise. "Perceptions of sustainable food production through direct marketing schemes." Thesis, University of Kent, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.274344.
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Musella, Michele Ann. "Food marketing distribution : a pilot study of Ardmore Farms /." Online version of thesis, 1991. http://hdl.handle.net/1850/11788.
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Poon, Yuk-lam Francis. "A case study of tonic food drink marketing strategy /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B14038626.
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Seo, Soobin Hwang Johye. "Consumer reactions to restaurants' post-food crisis marketing strategies a risk-benefit appraisal approach /." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6601.
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Title from PDF of title page (University of Missouri--Columbia, viewed on Feb 18, 2010). The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Thesis advisor: Dr. Johye Hwang. Includes bibliographical references.
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Chema, Serah Kambua. "Marketing of biotech functional foods in the U[.]S[.] /." free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p1426052.
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Ahmadov, Vugar. "Consumer preferences for differentiated food products." Online access for everyone, 2008. http://www.dissertations.wsu.edu/Dissertations/Spring2008/v_ahmadov_042508.pdf.
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Harrington, Hannah. "A Study Of Food Hub Buyers In Vermont: Motivation, Marketing, And Strategy." ScholarWorks @ UVM, 2018. https://scholarworks.uvm.edu/graddis/890.
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Food hubs have been discussed as a promising option for scaling-up the local food system while maintaining close relationships and shared responsibility amongst producers and consumers. Food hubs have the capacity to share important messages about food safety, origin, and production methods with consumers, however little is known about if, and how, food hubs communicate the value of local food to their buyers. This is crucial when assuring value to the consumer, which is necessary for the long-term sustainability of the food hub model. It is important to know more about these methods and practices because these messages can impact the long-term viability of food hubs and local agriculture, as well as community health and economic stability.
This thesis explores the motivation behind why buyers chose to buy through food hubs, what information provided by food hubs is useful in marketing and selling local products, and how buyers allocate their money and their time that allows them to efficiently purchase local products. A mixed methods approach was used to gather data. Qualitative research methods were used in conducting semi-structured interviews with key informants. Interview questions focused on local food marketing strategies and practices, motivations for buying local, consumer behavior, firmographic characteristics, communication, challenges, opportunities, and relationships. In addition, data was collected through an online survey that followed the same themes. These themes were identified through a review of alternative food network literature, which identified gaps in knowledge on the buyer-side of the food hub value chain.
The themes that emerged from these semi-structured interviews and online survey have been used to better understand buyer motivations for purchasing local food through food hubs, how buyers make use of the information, services, and marketing material provided by food hubs, and what strategies buyers use to integrate local food purchasing efficiently into their budget.
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Jaeger, Garland. "WOMEN AND THEIR “FOOD TIME” AN INVESTIGATION INTO FOOD PURCHASES, PREPARATION, AND CONSUMPTION ATMOSPHERE USING SMARTPHONE SURVEY TECHNOLOGY." DigitalCommons@CalPoly, 2013. https://digitalcommons.calpoly.edu/theses/968.
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Women’s food purchasing and eating habits have been studied in detail, but are still not entirely understood. Prior research has sought to segment the female food shopper market, but typically use only demographic characteristics. In this study, fifty females were recruited in San Luis Obispo, CA from March 2012 to May 2012 to keep an electronic food-time diary for one week. By collecting information through surveys distributed using a smartphone application, SurveySwipe, the study investigated the amount of time expended for each meal, as well as the manner in which the meal was prepared or purchased, and the context surrounding the eating situation, for a period of seven days. A segmentation of these female food consumers was then formed in order to demonstrate that by using attitudinal and behavioral data, a unique segmentation scheme may be achieved, different than would have resulted using only demographic information.
For the data analysis, four principal components analyses were conducted followed by subsequent cluster analyses, followed by ANOVA and Chi-Square tests. Study participants were segmented in four distinct sets of clusters, or consumer groups. Of the four sets of clusters formed, one was created using solely demographic variables, whereas the other three used “food time” variables comprised of behavioral and attitudinal information. It may be inferred from the results that the behavior of the participants within each cluster was similar regarding a particular variable being tested, while it differed from the behavior of participants in other clusters (regarding the same variable being tested). Specifically, an abundance of key, significant differences were found with the “food time” variables.
The study supports the use of variables related to “food time” allocation and the context of the eating situation as they relate to the purchase, preparation, and consumption of food, instead of only demographic attributes. The results will be useful for food marketers and product developers seeking to understand how food fits into the lives of female consumers with diverse roles and behaviors, in addition to being valuable for segmenting a select market or targeting a particular customer type.
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Mavrogiannis, Miltiadis. "Export marketing performance in the Greek food and beverage industry." Thesis, University of Newcastle Upon Tyne, 2003. http://hdl.handle.net/10443/1667.
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Greek export competitiveness has decreased continuously during the last decade and the external trade deficit grew to more than €20 billion in 2000. A major factor contributing to this trend is the lack of appropriate export marketing strategies. This thesis examines export marketing strategies of firms in the Greek food and beverage industry which are some of the most dynamic in Greece and contributed 20% to both total output and to total export earnings in 2000. Moreover, this sector is of wider interest because Greece is a member of the European Union and is at a similar stage of development as some other members such as Portugal and Ireland, which have similar structural characteristics and exporting contingencies. The aim of the thesis is to identify the nature of interdependencies at the firm level between internal and external environment, export marketing strategy, and export performance in the Greek food and beverage industry. In addition, the thesis aims to identify marketing practices that firms in this sector could use to improve export performance and competitiveness. It also seeks to provide insights for government policy makers to improve the competitive position of Greek exporters in general. The research employs a novel approach by integrating the research techniques of qualitative in-depth interviews, and quantitative multivariate analysis of exploratory factor analysis and structural equation modelling. The advantage of this integrated approach is that the qualitative analysis ensures data quality while the quantitative analysis provides results that can be tested statistically. Using exploratory factor analysis we examme five constructs - export stimulus, export problems, competitive advantages, information sources, and entrepreneurial orientation - that influence decisions concerning export marketing strategy and the ultimate export performance. These constructs and other, including firm size, export experience, and management characteristics, are then integrated into a structural equation model to reveal the type, direction and magnitude of their interdependencies. Results show that the model has good fit with the marketing strategy related variables, especially the export marketing mix and entrepreneurial orientation, the internal environment, especially management competencies and competitive advantage, and the external environment, especially export market attractiveness and trade barriers, affecting export marketing performance. An optimal export marketing strategy is then developed which can be compared with each firm's current strategy and firm-specific recommendations follow. A key conclusion is that export marketing assistance provided by the Greek government is ineffective for reasons such as inadequate provision of information and poor generic national export promotion.
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Datta, Palto Ranjan. "Relationship marketing and customer retention in Bangladesh's food retailing sector." Thesis, University of Hertfordshire, 2017. http://hdl.handle.net/2299/19697.
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The context of this study is Bangladesh`s food retailing sector. The main purpose of this study is to investigate the relationship between Customer Relationship Marketing (CRM) and customer retention. Since Independence in 1971, Bangladesh has made solid progress and made substantial improvements in its economy, with GDP growth of 5-6% consistently over the past decade. With the real economic growth coupled with rapid urbanisation, the country has witnessed a new form of organised retailing that started to emerge in early 2000. This organised retail format is undergoing a period of unprecedented expansion, something that is driving additional demand and as well as creating opportunities for further enterprise. There are clear signs of substantial and potential growth in future. The economic growth coupled with the growth of urbanisation, changes in demographic factors, increases in employment and income levels has had a profound influence on consumers shopping behaviour and hence, Customer Relationship Marketing. The core aim of Relationship Marketing is to build a long lasting mutually bonded relationships with customers and various other important stakeholders. The concept has attracted considerable attention among scholars in recent decades and has appeared in service marketing literature as a new marketing paradigm. The concept is considered to be critical to the success of any organisation as it has been an accepted phenomenon that maintains that existing customers are far easier to retain than is the process of acquiring new customers. In order to stay in business and cope with the challenging business dynamism, organisations are continuously searching for reliable and serviceable strategies to be employed in order to increase customer retention. However, there is a lack of an accepted level of consensus among researchers on the core antecedents of relationship marketing that can be used to achieve the above aims, especially while the concept is new in the context of organised retailing sectors in Bangladesh. In response, this thesis developed a conceptual framework of customer retention strategy to conduct an empirical investigation in one holistic model: (i) the relationships between relationship quality and customer retention; (ii) how bonds influences the relationship quality? As well as (iii) the effect of CRM on customer loyalty and retention. The model incorporates bonds, service quality and components of relational quality (Trust, commitment and satisfaction) into one relationship model to show the relationship between these five constructs and customer loyalty and finally the independent variable of customer retention. The model establishes eleven hypotheses to understand the relationships between various constructs. Furthermore, in order to understand the intensity of grocery food consumers loyalty, Oliver`s Four Stages loyalty model was used. A sample of 202 grocery food retail customers were selected in a random sample from four selected superstores located in Dhaka, the capital of Bangladesh. Data were collected via mail questionnaires. The questionnaires content validity was tested by conducting a pre-test of 50 households before conducting the final survey. The results support hypothesized relationships built on the model. Correlation analysis indicates that all the coefficient correlate significantly except commitment that shows the least strengths of the correlation coefficient. Nevertheless, correlations were statistically significant. Therefore, all eleven hypotheses are confirmed to some degree. The findings indicate that service quality, trust, bond and customer satisfactions are vital for creating positive customer loyalty which in turn creates customer retention. In regards to the intensity of four types of loyalty (cognitive, affective, co-native and action) results indicate that the intensity of cognitive loyalty was higher than affective loyalty, co-native and action loyalty. Co-native loyalty is also higher than action loyalty. This thesis provides evidence for the first time in Bangladesh of various linkages between bonds, service quality, relationship quality, loyalty and retention and hence, contributes to both theoretical and practical knowledge. The findings suggest that by employing adequate service quality provisions and bonds it is possible to enhance and build quality relationships between parties.
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MARCOZ, ELENA MARIA. "ENHANCING REGION DEVELOPMENT THROUGH TYPICAL FOOD MARKETING AND DESTINATION BRANDING." Doctoral thesis, Università Cattolica del Sacro Cuore, 2014. http://hdl.handle.net/10280/2893.
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Questa tesi empirica si concentra sul ruolo svolto dal food marketing (sezione uno) e dal destination branding (sezione due) nel promuovere lo sviluppo di una regione . La tesi è strutturata come raccolta di 4 articoli.
La prima sezione si basa su due ricerche empiriche inerenti il caso della Fontina, un tipico formaggio italiano. L'obiettivo è capire che tipo di valore può essere generato collegando un alimento tipico alla regione di origine / produttore / certificazione. L'analisi approfondisce e supporta studi precedenti sull’ importanza della certificazione DOP e contribuisce individuando un legame tra le preferenze dei consumatori per i prodotti DOP e le differenze territoriali.
La seconda sezione si concentra sul tema della collaborazione nelle destinazioni turistiche, approfondendo il ruolo della fiducia nel rapporto tra benefici (economici e relazionali) realizzabili attraverso service bundling e l'orientamento degli albergatori al networking. Sono stati intervistati 164 albergatori valdostani. I risultati evidenziano che la fiducia media il rapporto tra benefici relazionali e orientamento al networking. Un ulteriore risultato interessante è l'effetto mediazione svolto dell’ innovatività degli albergatori nel rapporto tra benefici economici e orientamento al networking. Lo studio fornisce una segmentazione del settore dell'ospitalità in base all'orientamento al networking degli operatori.This empirical thesis focuses on the role played by typical food marketing (section one) and destination branding (section two) in enhancing the development of a region. The thesis is structured as the collection of 4 papers. The first section is based on two empirical surveys on the case of Fontina, a typical Italian cheese. The aim is to understand which kind of value can be generated by linking a typical food to the region of origin/ producer/ certification. The analysis supports and builds on previous studies on the importance of PDO certification. Importantly, it contributes by eliciting consumers’ preferences for PDO according to territorial differences. The second section focuses on the topic of collaboration in tourism destinations. This research investigates the role of trust in the relationship between benefits (economic and relational) achievable through service bundling and hoteliers’ orientation to networking. 164 hoteliers located in Aosta Valley region in Italy were interviewed. Outcomes highlight that trust mediates the relationship between relational benefits and networking orientation. Another interesting result is the mediation effect of hoteliers’ innovativeness on the relationship between economic benefits and networking orientation. The study provides a segmentation of the hospitality industry according to operators’ networking orientation.
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MARCOZ, ELENA MARIA. "ENHANCING REGION DEVELOPMENT THROUGH TYPICAL FOOD MARKETING AND DESTINATION BRANDING." Doctoral thesis, Università Cattolica del Sacro Cuore, 2014. http://hdl.handle.net/10280/2893.
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Questa tesi empirica si concentra sul ruolo svolto dal food marketing (sezione uno) e dal destination branding (sezione due) nel promuovere lo sviluppo di una regione . La tesi è strutturata come raccolta di 4 articoli.
La prima sezione si basa su due ricerche empiriche inerenti il caso della Fontina, un tipico formaggio italiano. L'obiettivo è capire che tipo di valore può essere generato collegando un alimento tipico alla regione di origine / produttore / certificazione. L'analisi approfondisce e supporta studi precedenti sull’ importanza della certificazione DOP e contribuisce individuando un legame tra le preferenze dei consumatori per i prodotti DOP e le differenze territoriali.
La seconda sezione si concentra sul tema della collaborazione nelle destinazioni turistiche, approfondendo il ruolo della fiducia nel rapporto tra benefici (economici e relazionali) realizzabili attraverso service bundling e l'orientamento degli albergatori al networking. Sono stati intervistati 164 albergatori valdostani. I risultati evidenziano che la fiducia media il rapporto tra benefici relazionali e orientamento al networking. Un ulteriore risultato interessante è l'effetto mediazione svolto dell’ innovatività degli albergatori nel rapporto tra benefici economici e orientamento al networking. Lo studio fornisce una segmentazione del settore dell'ospitalità in base all'orientamento al networking degli operatori.This empirical thesis focuses on the role played by typical food marketing (section one) and destination branding (section two) in enhancing the development of a region. The thesis is structured as the collection of 4 papers. The first section is based on two empirical surveys on the case of Fontina, a typical Italian cheese. The aim is to understand which kind of value can be generated by linking a typical food to the region of origin/ producer/ certification. The analysis supports and builds on previous studies on the importance of PDO certification. Importantly, it contributes by eliciting consumers’ preferences for PDO according to territorial differences. The second section focuses on the topic of collaboration in tourism destinations. This research investigates the role of trust in the relationship between benefits (economic and relational) achievable through service bundling and hoteliers’ orientation to networking. 164 hoteliers located in Aosta Valley region in Italy were interviewed. Outcomes highlight that trust mediates the relationship between relational benefits and networking orientation. Another interesting result is the mediation effect of hoteliers’ innovativeness on the relationship between economic benefits and networking orientation. The study provides a segmentation of the hospitality industry according to operators’ networking orientation.
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Pedergnana, Irene <1994>. "Organic Food Marketing Strategies: An Analysis Between Europe and China." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/16706.
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Nowadays the organic product is more and more sought after. Its market, although still immature, especially in China, is expanding rapidly. The aim of this work is the analysis between the marketing strategies of the European and Chinese markets concerning the handling of organic food. Firstly, a clear definition of the concept of organic for the two markets is given. Secondly, the four fundamental points of the Marketing Mix according to McCarthy’s model (Product, Price, Place and Promotion) for the two respective contexts are analyzed. In greater detail, the study addresses the issue of the price differences between a conventional and an organic product, the most used strategy adopted to open the organic market and the most sold product in the two realities. Then the most common distribution channels are examined, ranging from conventional supermarkets, to specialized ones up to the methods of direct distribution without intermediaries. Finally, brand communication, organic advertising and methods used to promote organic products are taken into account. All this allows to have a wide vision of the marketing strategy within a context that, although still immature, is destined to develop more and more.
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Hoffmann, Ruben. "Quality policy, market structure and investment behavior in the food marketing chain /." Uppsala : Department of Economics, Swedish University of Agricultural Sciences, 2006. http://epsilon.slu.se/200642.pdf.
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Ratnatunga, J. T. D. "The impact of financial controls in marketing : With specific reference to the Australian food marketing industry." Thesis, University of Bradford, 1987. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.376701.
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Hardie, Kirsten. "Fictitious people as food brand icons : their role and visual representation in contemporary international food packaging." Thesis, University of Brighton, 2014. https://research.brighton.ac.uk/en/studentTheses/32fd3047-c4e1-4133-a4f0-e0457a0ce4d0.
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This thesis focuses upon fictitious people as food brand icons and their role and visual representation in contemporary international food packaging. It presents a new lens that focuses upon the visual reading of examples. Through comparative analysis of historical and contemporary British, Canadian and American examples primarily, ones that share comparable roles and visual characteristics, the study considers its hypothesis: a common visual formula operates across time and cultures in the creation and enduring omnipresence of icons that appear as real. It considers how shared visual codes provide identification of types and through such it presents a taxonomy of fictitious brand icons based upon their visual identity. The thesis considers, in relation to notions of storytelling, how examples read and are understood as real upon packaging and within wider commercial, social and cultural contexts. It considers how they relate to real people and roles through specific consideration of female home economist/ consumer advisor examples. The thesis focuses upon the American food brand icon Betty Crocker to consider how she may be understood as symbolic of a host of enigmatic examples. The thesis advances the study of packaging, branding, culinary history and design history through its original focus and methodological approach which evidently have been neglected previously in academic study. It braids interdisciplinary perspectives to present an original understanding of brand icons and packaging. It determines brand icon as key term; to address the need for a clear definition and understanding . The study's visual reading and taxonomy present an original framework that assert that visual codes create complex commercial and cultural fictitious personalities that can be deliberately elusive yet often appear as real. In particular, its interrogation of specific fictitious brand icons as enigmatic commercial home economists/consumer advisors confirms the existence of a commercial sisterhood; clone-types that appear to replicate their roles and appearance via visual codes that endure and appeal.
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Symmank, Claudia [Verfasser]. "Consumption decisions in the food sector – Conceptual and empirical studies from the food marketing context / Claudia Symmank." Kiel : Universitätsbibliothek Kiel, 2018. http://d-nb.info/1172288151/34.
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Jain, Rakesh. "Operational initiatives in the food industry." Thesis, Liverpool John Moores University, 2006. http://researchonline.ljmu.ac.uk/5801/.
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This research attempts to investigate the use & applicability of lean thinking concepts in the food industry & to develop a strategy for the productive adoption of lean thinking in the food industry. In . order to investigate the application of lean manufacturing concepts in the food industry, a lean manufacturing framework comprising of lean goals, lean principles and lean practices, has been developed through a systematic review of the literature. Considering that the food industry is not one industry but a collection of several types of industry producing a diverse range of products and employing a varied range of processes, a food industry classification system is proposed on the basis of visits to various food plants and the available literature. To investigate specific issues pertaining to the adoption of lean concepts in the food industry, a multiple case study research strategy approach is selected for the research investigation. This research investigation includes fifteen case studies. Except for one case study of a vehicle plant the rest of the case studies relate to food manufacturing plants. The case study of a vehicle assembly plant was selected in order to undertake a comparison with the food industry. The fourteen food manufacturing plants and the one vehicle assembly plant have been studied through a visit tour together with interviews, documentation and a questionnaire. Each case study has been described with regard to product, market, raw materials and process aspects of a plant. Subsequently the case studies have been assessed in order to understand the degree of leanness by examining the status of lean practices. All the cases pertaining to the food industry were mapped on the food industry classification scheme to identify specific food industry types of each of the food plants. It is observed that the lean model widely adopted in a discrete manufacturing environment, particularly automotive, is not applicable as such in the food sector. Therefore, a lean approach consisting of lean principles, lean practices and lean vision has been suggested for continuous, batch and assembly type of the food industry which would enable food industry to stay competitive. The major contributions of this research are, the development of a lean manufacturing framework consisting of goals, principles and practices which can be used to assess the leanness of any manufacturing plant, the development of a food industry classification system which would help researchers and managers to better understand the specificity of the production systems, an investigation of issues pertaining to the use and applicability of lean manufacturing in the food industry to help the food industry take advantage of operational improvement initiatives to stay competitive in today's global market, the development of a lean approach comprising of lean principles, lean practices and lean vision for the food industry which would enable the managers to transform their plants into lean plants.
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Al-Rawi, Khalid Whayeb. "The adoption of the marketing concept in the Iraqi food industry." Thesis, University of Strathclyde, 1988. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.314591.
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Quilliam, Elizabeth Taylor. "Happy meals, happy parents food marketing strategies and corporate social responsibility /." Diss., Connect to online resource - MSU authorized users, 2008.
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Thesis (Ph.D.)--Michigan State University. Communication Arts and Sciences - Mass Media, 2008.Title from PDF t.p. (viewed on Mar. 30, 2009]) Includes bibliographical references (p. 130-141). Also issued in print.
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Lowe, Mecca Jackson Molnar Joseph J. "Collaborative marketing enterprises local food exchange and the promise of sustainability /." Auburn, Ala., 2009. http://hdl.handle.net/10415/1950.
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Hamilton, Victoria N. "DETERMINING MILLENNIAL FOOD BUYING PREFERENCES: BASED ON PRODUCT MARKETING WITH “BUZZWORDS”." UKnowledge, 2018. https://uknowledge.uky.edu/cld_etds/40.
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This research focuses on the importance on the Millennial Generation and their perceptions of food buzzwords. Since the Millennial Generation is the largest group purchasing and preparing their own foods, the food industry is becoming dependent on their buying preferences. A survey reflected the participants’ demographics and their buying preferences based on a series of food buzzwords when they are purchasing foods. Results show the Millennial Generation prefers “local” buzzwords. As the Millennial Generation continues to purchase foods for themselves and their families, it can be expected their choices will encourage others to do the same based on their family shopping factors, social interaction, and relationship building traits.
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Falconi, Carlotta <1998>. "Omnichannel Marketing e Customer Journey Analysis nel Settore Food & Beverage." Master's Degree Thesis, Università Ca' Foscari Venezia, 2022. http://hdl.handle.net/10579/21840.
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L'elaborato affronta approfonditamente il tema del Customer Journey nell'ambito dell'Omnichannel Marketing, analizzando le caratteristiche del consumatore omnicanale e gli strumenti utili alle aziende per tracciarne il percorso d'acquisto. All’iniziale revisione della letteratura riguardo ai modelli di Customer Journey e al loro cambiamento nell’era dell’Omnichannel Marketing, segue l’approfondimento sui metodi di analisi del Customer Journey, quali la creazione delle Buyer Personas e il processo di Customer Journey Mapping, e sul Modello del Messy Middle di Google, recente revisione dei precedenti contributi della letteratura in ambito di Customer Journey. La seconda parte dell’elaborato è incentrata sullo studio del tema applicato al Settore Food & Beverage ed è finalizzata da un lato alla comprensione dell’utilizzo reale da parte delle aziende degli strumenti analizzati nella parte iniziale dell’elaborato e dall'altra all'analisi del processo d'acquisto di alcuni prodotti Food&Beverage. L’analisi empirica è stata effettuata tramite la somministrazione di un questionario, costruito adattando il metodo di ricerca quali-quantitativa del diario. A completamento dell’analisi e alla luce di quanto emerso, si fornisce un framework di riferimento per le aziende del settore che vogliano sfruttare le potenzialità degli strumenti di mappatura del percorso del consumatore oggetto di studio nelle proprie strategie di marketing omnicanale.
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Appel, Volker. "Interrelationships of manufacturers' brand advertising and market structure in the food marketing system." Thesis, Kansas State University, 1986. http://hdl.handle.net/2097/9897.
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Redmond, Elizabeth C. "Food safety behaviour in the home : development, application and evaluation of a social marketing food safety education initiative." Thesis, Cardiff Metropolitan University, 2002. http://hdl.handle.net/10369/5900.
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Foodborne disease is recognised as an important public health problem, with the domestic kitchen thought to be a point of origin for many cases. Foodborne pathogens associated with a range of raw foods can contaminate the kitchen unless appropriate food safety control measures are implemented. Consumer food safety education is therefore required to improve food safety practices during food preparation, and thus reduce the risk of foodborne disease. Quantitative and qualitative research methods have been used to evaluate consumer attitudes towards food safety in the domestic kitchen and food safety education. Additionally, food safety behaviours have been assessed using an advanced observational technique incorporating CCTV and risk based scoring. This provided a quantitative assessment of the frequency, consistency and reproducibility of food safety malpractices, and enabled an evaluation of food safety intervention effectiveness. Observations showed that food safety behaviours were variable and in many cases unsafe, indicating the need for food safety education. Overall, general consumer attitudes towards food safety in the domestic kitchen and food safety education were positive, although differences in respondent demographics highlighted the need for targeted educational efforts. Research findings informed development of a social marketing initiative that aimed to improve specific food safety behaviours. Observation results showed that the majority of consumers implemented unsafe cross contamination behaviours, so improvement of such actions was determined as the behavioural objective of the initiative. An evaluation of behaviours before and after intervention suggested that a 'one-off’ social marketing strategy resulted in an initial behavioural improvement, which was not wholly maintained after 4-6 weeks. Results indicate that application of social marketing to food safety education may help to improve consumer food safety behaviours and reduce the risk of foodborne disease. Cumulatively, this thesis has improved our understanding of consumer food safety behaviour, and provided important data to inform the development of future food safety education initiatives that intend to raise awareness of food safety issues, and bring about behavioural change.
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Ye, Ning. "YOU ARE WHAT YOU EAT: HOW FOOD TEXTURE AND PACKAGING INFLUENCE CONSUMER WELL-BEING." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/566339.
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Business Administration/MarketingD.B.A.
This two-essay dissertation explores how sensory aspects of consumption (e.g., food packaging and food texture) influence consumer well-being. Consumers make more than 200 decisions about food every day (HealthDay 2007). Thus, it is of great importance to understand consumers’ relationships with foods (Block 2013). Essay 1 is the first research, to the best of my knowledge, to demonstrate packaging gloss biases consumers’ healthfulness perceptions and, as a result, food preference, choice, and consumption. Nine experiments, including a field experiment, show that people have learned to associate glossy surfaces on snack food packages with unhealthy products, whereas matte surfaces signal with healthier products. We further demonstrate that such associations are due to sensation transference triggered by packaging gloss and are especially true for restrained eaters, who are more sensitive to food healthfulness cues (e.g., Irmak, Vallen, and Rozin 2011). Essay 2 examines the effect of food textures (e.g., crunchy versus chewy) on consumers’ psychological arousal levels. Results from four experiments and a field experiment show that chewing crunchy (versus chewy) foods lead to increased physiological arousal levels, and consumers strategically choose foods as a function of different textures (e.g., crunchy or chewy) to regulate their physiological arousal levels. Specifically, when people want to feel more awake and energetic, they are more likely to choose crunchy snacks over chewy snacks, whereas when they want to feel calmer and more relaxed, they are more likely to opt for chewy snacks. The results of both essays demonstrate the noticeable effects that sensory aspects of consumption (e.g., food packaging and food texture) have on consumers’ biological and psychological welfare.
Temple University--Theses
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Gains, Neil. "The integration of personal construct theory in food acceptability research." Thesis, University of Reading, 1989. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.329375.
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He, Shu. "Building Marketing Capacity of Local Food Systems: Case Studies from the Shenandoah Valley." Thesis, Virginia Tech, 2014. http://hdl.handle.net/10919/64911.
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Small and medium-sized farms are an important demographic of the agricultural sector in the Shenandoah Valley and Chesapeake Bay watershed. Having sufficient food system infrastructure available and accessible to these farm operations is essential to help them add value to their farm products; diversify their operations and differentiate their farm and food products in an increasingly competitive and commodity-based food system. Despite its importance, however, local food systems (LFS) frequently have incorrect types or insufficient amounts of the equipment and facilities needed to support these systems. Through the use of two case studies, this study investigates current circumstances, future needs, and offers recommendations for two important components of LFS infrastructure in the Shenandoah Valley. The first study inventories and assesses existing infrastructure capacity available in the region. Using data collected from farmers, LFS organizations, and institutional foodservice organizations, a needs assessment is then completed to determine the specific amounts and types of equipment and facilities which would be needed to meet current LFS infrastructure needs. The second study explores current and potential benefits, and future challenges of a produce auction to impact Mennonite communities in the Shenandoah Valley. This analysis of the Shenandoah Valley Produce Auction (SVPA) was conducted using data obtained from both interviews and surveys.
Results indicate that producers, existing infrastructure, and institutional buyers in the region would like to own, use, or rent food system infrastructure. There is unmet LFS infrastructure demand in due to the current lack of enough food cleaning, processing, packaging, and storing equipment in this area. For the SVPA, most of participants were satisfied with the auction. Buyers, however, reported that their procurement from the SVPA is limited by fluctuating prices, demand outpacing supply of produce, insufficient delivery services.
Overall, food system infrastructure in general, and the SVPA in particular, were reported to have an important role in the region in supporting market access for local small and medium sized farmers, improve viability of local food system and the regional economy, and facilitating connections between consumers and their local food system. Several recommendations to strengthen the region's LFS are derived from these results.Master of Science
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Aguirre, Plasencia Gessica. "The Green Marketing Mix and its influence on organic (green) food consumption : A study from the food retailer perspective." Thesis, Mittuniversitetet, Institutionen för ekonomi, geografi, juridik och turism, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-37670.
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This thesis seeks to address the topic of how the leading Swedish food retailers applied the 4 Ps of the green marketing mix (product, price, promotion, place) when offering organic food. Firstly, the food retailers segment all the consumers in different categories, but the green consumer is not one of them. Subsequently, they target the whole market with varying strategies for positioning. For short-term positioning works the announcements of discounts in the shops. Launching promotional campaigns online and advertising on TV has given favourable outcomes of long-term and allowed the recognition of the people of the green food brand.However, there is a lack of effective use of the elements of green marketing, especially in green product and the green promotion. Regarding green price, they strive to reduce overprices to attract more consumers. About the green place, all have a lot to improve. In sum, the strategies of green marketing mix of supermarkets could be slowing down the organic food consumption.
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Newman, Nicola Louise. "The marketing of food to children : moving the debate beyond television advertising." Thesis, University of Sheffield, 2012. http://etheses.whiterose.ac.uk/14601/.
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Whilst food marketing to children has been heavily discussed in both the political and marketing arenas over the past few years, it has predominately concentrated on television advertising. However, it is now recognised that contemporary marketers are moving away from television advertising and expanding their range of communications. Therefore, this thesis looks to widen the debate to other forms of food marketing communications. From previous literature and four background interviews a conceptual framework is developed which highlights the importance of four parties: the food companies (and their communication agencies), the regulatory bodies, parents and children. The first two parties are predominantly investigated using secondary data, whilst the primary research for this study concentrates on the second two parties. As such fourteen qualitative family interviews with children aged between seven and eleven are undertaken. From my findings, the original conceptual framework is developed into an expanded framework. The framework has four sections. The first section details seventeen types of communications currently being used by the UK food industry. The second shows four types of restrictions (two frequency restrictions and two impact restrictions) which parents use to mediate some of these communications. The third section confirms that children possess differing levels of understanding across the range of communications. Finally the fourth section highlights (1) that there are five communications (television advertising, free gifts, price promotions, tie-ins with television, film and cartoon characters and children's speciality foods) which children perceive they encounter frequently and which have an impact on their purchase requests and (2) that there are seven communications (print advertising, product placement in television and films, product placement in video games, online advertising, advergames, in-school communications and branded toys) which they perceive they infrequently encounter and which have little impact. Overall this thesis is, to my knowledge, the first to present a holistic consideration of the marketing of food to children in the UK. It not only includes a full range of communications but also all the complete process, from the food companies to the children.
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Gamba, Maria <1990>. "Global Marketing Strategy: Diffusion of the Italian Slow Food Movement in Japan." Master's Degree Thesis, Università Ca' Foscari Venezia, 2014. http://hdl.handle.net/10579/4742.
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Global Marketing Strategy: Diffusion of the Italian Slow Food Movement in Japan The purpose of this research is to understand how the Italian image held by consumers in Japan may influence the diffusion of the Slow Food Movement. In chapter one this study presents the research background, raises the Research Question and structure. By using the Marketing theoretical frameworks it argues how consumers in Japan perceive the Slow Food Movement. Chapter two reviews the existing researches in order to construct the hypothesis of this study. First, the Slow Food movement, its history, purposes, practical activities, internationalization process and the new trends inspired by the Movement are reviewed. Secondly, the study points out the influence of mass media on consumer perception on products. Thirdly, the Italian image in Japan is studied in a more specific way, taking into account the characteristics of consumers in Japan, their desire towards the West and Western people and their practical perception of Italy, the Italian cuisine and Italian people. The hypothesis of this study is that the Slow Food movement is presented to and perceived by consumers in Japan as a new trend concerning the Italian food. In chapter three, the methodology of the study is explained. Three surveys are presented, held throughout different modalities: the first one consists in the interview to Carlo Petrini, the founder of Slow Food, to investigate about the way the movement is diffusing its message, facing communication difficulties. In order to study Slow Food marketing campaign, representative members have been interviewed, too. The aim of the second one is to examine media influence in promoting the association, throughout the analysis of journal articles edited by the Asahi Shinbun. The third one will be an internet survey proposed to people in Japan in order to understand their position and feelings towards the West and Western people, their knowledge of the Slow Food movement, their perception about Italy and the consequence the relationship between this factors could have in the marketing sphere. Chapter four analyses the data gathered. In chapter five the study explains the findings. Even if Slow Food is a movement born in Italy, its message aims to be applicable at the global level; but the image held by consumers in Japan towards this country could influence the perception of the original message, leading to perceiving it as a new trend concerning Italian food. The study also argues the theoretical and practical implications and the limitations of this research.
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Guo, Mingyang, Jianan Sun, and Wanting Zhang. "Relationship Marketing: A quantitative study on what factors affect customer satisfaction towards organic food." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75976.
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Background: With the development of organic food market, the marketers are required to investigate how to satisfy their customer in order to gain more profit and competitive advantages in the market. The investigation of customer satisfaction helps the researchers know the requirement of customer. Purpose: The purpose of the paper is to explain what factors affect customer satisfaction towards organic food. Methodology: The quantitative approach had been applied in this study. All the data was collected through self-completion questionnaire while SPSS has been used to analyze the data. Findings: The results indicated that price, taste and freshness can affect the customer satisfaction towards organic food while the food safety will not lead to the influence of customer satisfaction in this research
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Barzotti, Gloria. "Developing Industry Marketing Plan – the case of Food and Beverage Industry in Datalogic." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2019.
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The objective of this work is to explain the process for developing an Industry Marketing Plan in a B2B company and to describe the analysis and the activities, personally made, to support the Industry Marketing Manager in all project stages of a Marketing Plan.
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Puranen, Niklas, and Markus Jansson. "Alternative Food Networks and Social Media in Marketing : A multiple case study exploring how Alternative Food Networks use social media in order to help small local food producers reach the market." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-131950.
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The food provision system of today has been argued to be unsustainable with large scale production, price-pressure and outbreaks of diseases. Many consumers in the EU and Sweden are reacting to these issues and are becoming increasingly interested in finding local food alternatives that they consider to be safer and of higher quality. However, the small local food producers due to scarce budgets and marketing skills have problems in reaching this target market. Partly due to this, there has been an emergence of Alternative Food Networks (AFN) within which producers come together to get assistance in marketing and sales. Social media has emerged as a phenomenon that is argued by marketing scholars to be a highly useful tool to spread information in a cost-efficient way. Therefore, this study seek to answer the explorative question: “How do Alternative Food Networks use social media in order to help small local food producers reach the market?” The main purpose of the thesis is to explore and develop an understanding of how the emerging AFNs use social media to promote small local agricultural producers and help them in reaching the market. This will be done by investigating AFNs as Small-Medium Enterprise (SME) marketing networks, and how these operate in terms of the theoretical areas external marketing communication, coordination of the SME marketing network, segmentation practices and sales promotion. The theoretical contribution is to see how AFNs work in terms of these areas, and the practical implications will be to give advice on how AFNs should use social media to improve these areas. The study is done in an exploratory manner, and the data collection has been performed in accordance with qualitative research. This has been done through seven semi-structured interviews with respondents from six different AFNs in Sweden that are active on social media. The conclusions of this study shows that AFNs value the use of social media, however they utilize this tool to a varied degree. The AFNs use it to inform and to interact with their customers. Social media does not seem to be very actively incorporated into network communication or monitoring. The AFNs have many ideas about who their customer groups are, and in some cases these have been identified specifically on social media, which has been used to some extent for targeted advertising. The AFNs position themselves as a “good” food alternative. In sales promotion the AFNs mainly promote their events on social media, and have also promoted discounts to some extent. The study provides new theoretical knowledge in the area of marketing through social media by SMEs like AFNs. Practical implications for the AFNs are discussed, which mainly involve increasing the time spent on social media as a mainly free and powerful marketing tool.
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Corney, Michael John. "Marketing health and nutrition claims : their subjective importance, attitudinal influences and cognitive representation." Thesis, Brunel University, 1997. http://bura.brunel.ac.uk/handle/2438/7139.
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This thesis analyses the subjective importance, attitudinal influences and cognitive representation of marketing health and nutrition claims. Examining the importance of claims to choices of members of the public revealed that claims were accorded the highest subjective importance, despite low visual attention. This finding was replicated with students and staff of a Food Science department, an indication that relatively higher knowledge does not alter their perceived importance. The attitudinal influence of claim information was measured by ratings on attributes, previously generated specifically for the study, for packages shown with and without claims on computer. Packages with-claims were perceived as significantly more informative, easier to purchase and influenced participants to believe that others, whose opinion is important to them, would think that they should buy them. Data reduction of the attribute scores produced three factors; enjoyment, nutrition and surface appearance. Enjoyment was twice as important to participants' attitude to purchase than nutrition. With French participants, the results showed that the claims only influenced the perception of flavour, which was thought to be worse in the with-claims condition. There was no replication of the finding that others would be significantly more likely to think they should buy the products that displayed claims. Both population samples thought the provision of information on food labels to be highly important. The cognitive representation of claims was explored using recognition and recollection tests. The first experiments revealed that British consumers have an expectation that claims will be worded in implication form to avoid legal infringements. Food and vocabulary related knowledge differences did not alter this finding. Testing long term memory showed an increased effect with British participants, but no effect with the French owing to their lack of experience of such claims. Finally, no distinction between the meaning of the implied and asserted forms of the claims were shown in a test conducted using only British participants.
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Brooks, J. M. "The value of image in retailing : A study of department stores and food retailers." Thesis, Manchester Metropolitan University, 1988. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.383259.
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Águila, Grandez Roger del, Romero Liliana Padilla, and Cosio Naydith Terrazas. "Plan de marketing para el lanzamiento de una plataforma nutricional de asesoramiento en comida saludable: Power Food." Master's thesis, Universidad del Pacífico, 2018. http://hdl.handle.net/11354/2260.
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El principal objetivo del presente trabajo de investigación es proponer un plan de marketing para el lanzamiento de una nueva plataforma nutricional llamada Power Food, una aplicación que permitirá conectar rápidamente a los nutricionistas con los interesados en mejorar su salud. Mediante esta herramienta las personas que desean bajar de peso, pero están muy ocupados para ir a un nutricionista, podrán obtener este asesoramiento fácilmente. Los nutricionistas se basarán en los datos de la persona interesada para elaborar un plan nutricional que le permita lograr sus objetivos. Se utilizará gamification1 para mantener motivado al usuario y generar mayor frecuencia de uso. En este sentido, el trabajo de investigación se inicia con el análisis del macro y microentorno, resaltando las oportunidades y amenazas que afectan al proyecto Power Food, así como las fortalezas y debilidades. Como todo plan de marketing, se detallan las estrategias que el equipo de Power Food utilizará para conseguir los objetivos. También se muestran las vistas que tendrán el prototipo de la aplicación y el link a la página web del proyecto. Este proyecto cubre la necesidad de los nutricionistas independientes por atraer nuevos clientes; a su vez, para Power Food, los nutricionistas son un elemento muy importante en el modelo de negocio, por tanto, se han elaborado estrategias y tácticas para captarlos y fidelizarlos. Como menciona Rosario Sheen, en su libro “El employer Brand en el Perú” (2018), las plataformas digitales están transformando el trabajo independiente y han hecho que prolifere un nuevo mercado de trabajo con nuevos modelos de negocio.
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Lambert, Claire. "Young children's fast food brand knowledge, preference and equity." University of Western Australia. Faculty of Economics and Commerce, 2009. http://theses.library.uwa.edu.au/adt-WU2009.0116.
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Today's children are a multi-billion dollar consumer market that not only has the power to spend their own money but directly influences the spending for household consumer purchases. They present an extremely healthy and potentially long term wealthy consumer market for marketers to target and reap the benefits from their loyalty. However, the area of young children's consumer behaviour is significantly under researched. Very little is known about how young children develop preferences, make brand choices, and develop equity towards a brand. This study investigates the brand knowledge elements associated with brand preference and brand equity for young children. An experimental procedure was employed utilising personal interviews and collecting data from five Australian Day Care facilities and four Australian Community Pre-school Centres. The respondents were three and four year old children, who performed a game involving questions about fast food brands. The hypotheses explored various aspects of brand knowledge (e.g., brand awareness) and, their influence on the child's initial preference between fast food choices (brand preference), and their loyalty when tempted by a toy and their second choice (brand equity). The study's analysis was divided into two parts. The first part determined whether there were any significant differences evident between three and four year old children in relation to the effect of brand awareness, affect toward, and brand image in brand preference and brand equity using chi-square analyses. The second part of the analysis employed binary logistic regression analyses to determine which elements of brand knowledge influenced a child's brand preference and brand equity regarding fast foods. 2 The study found there were no major differences between a three year old and a four year old in relation to the influences of brand awareness, affect toward, and brand image in brand preference or brand equity. The binary logistic regression analysis found that brand images provided the greatest effect in explaining and predicting brand preference and provided a contributing influence in brand equity. Brand awareness was found to provide the second greatest effect on brand preference and the greatest effect on brand equity, and affect towards the brand or main menu item provided the least amount of effect in explaining and predicting brand preference and brand equity for 3 and 4 year old children. The research also comments on the use of a toy as a marketing tool to lure children to a brand and provides suggestions for future research. Marketing, managerial and public policy implications are also provided.
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Theben, Alexandra Dominique Danielle. "Playing with food: the impact of marketing via online games on children's behaviour." Doctoral thesis, Universitat Oberta de Catalunya, 2021. http://hdl.handle.net/10803/671651.
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El màrqueting en jocs i advergames en línia ha estat objecte de crítiques i preocupacions. Els objectius d'aquest estudi eren tres: analitzar quin és l'estat de coneixement actual sobre els impactes del màrqueting en línia d'aliments en nens i nenes; analitzar les característiques de les tècniques de màrqueting en línia adreçades a nens i nenes en els jocs i advergames en línia més populars; i comprovar l'efecte d'un advergame que fomenta la fruita sobre el consum de fruites posterior de nens i nenes. Juntament amb aquests objectius, l'estudi també tenia com a objectiu suplir els buits de recerca actuals relacionats amb la comercialització de productes alimentaris saludables mitjançant tècniques de màrqueting en línia actualment desplegades. Els resultats no van donar cap prova que els nens que juguessin un advergame amb promoció de fruites consumissin més fruita en comparació amb aquells que jugaven un advergame amb articles no alimentaris o que estaven en estat de control. Malgrat el fet que estudis anteriors han demostrat que els anuncis que promouen els productes alimentaris augmentaven la ingesta de productes alimentaris, no es pot trobar el mateix efecte en els anuncis de promoció de fruites. Es detallen les conseqüències sobre la comercialització en línia de productes alimentaris saludables sobre les recomanacions publicitàries per a futures investigacions.El marketing en juegos y advergames en línea ha sido objeto de críticas y preocupaciones. Los objetivos de este estudio fueron triples: analizar cuál es el estado actual del conocimiento sobre los impactos del marketing de alimentos en línea para niños y niñas; analizar las características de las técnicas de marketing en línea dirigidas a niños y niñas en los juegos y advergames en línea más populares; y comprobar el efecto de un advergame que promueve la fruta en el consumo posterior de fruta de niños y niñas. Con estos objetivos, el estudio también tuvo como objetivo suplir los vacíos de investigación actuales relacionados con la comercialización de productos alimenticios saludables utilizando las técnicas de comercialización en línea actualmente implementadas. Los resultados no proporcionaron evidencia de que los niños que jugaban un advergame con promoción de fruta consumieran más fruta en comparación con los niños que jugaban un advergame con artículos no alimentarios o estaban en condiciones de control. A pesar de que estudios previos han demostrado que los advergames que promocionan productos alimenticios aumentaron la ingesta de los productos alimenticios anunciados, no se pudo encontrar el mismo efecto para los advergames que promocionan frutas. Las implicaciones en el mercadeo en línea de productos alimenticios saludables se discuten y se describen recomendaciones para futuras investigaciones.
Marketing in online games and advergames has been subject to criticism and concerns. The objectives of this doctoral thesis were threefold: (1) analyse the current state of knowledge concerning the impacts of online food marketing to children; (2) analyse the characteristics of online marketing techniques directed at children in most popular online games and advergames; and (3) test the effect of an advergame that promotes fruit on children’s subsequent fruit consumption. With these objectives, the study also aimed to fill current research gaps related to the marketing of healthy food products using currently deployed online marketing techniques. The results provided no evidence that children who played an advergame promoting fruit consumed more fruit compared to those children who played an advergame with non-food items or were in the control condition. Despite the fact that previous studies have shown that advergames promoting food products increased the intake of the (often unhealthy) food products advertised, the same effect could not be found for advergames promoting fruit. Implications on online marketing of healthy food products are discussed and recommendations for future research outlined.
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Cairns, Georgina. "Is the Emperor naked? : rethinking approaches to responsible food marketing policy and research." Thesis, University of Stirling, 2016. http://hdl.handle.net/1893/23933.
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The thesis aims to present a case for a rethinking of the paradigmatic frames underpinning food marketing control policy and research. In support of its contention, it reports on the methodological strategies, evidence outcomes and knowledge translation contributions of a series of research projects. The projects were commissioned by national and international policy makers during the period 2009-2015 in support of responsible food marketing policy development. They were conceptualised, developed and interpreted through participatory and iterative research planning processes. The research drew on theories and constructs from multiple disciplines. Public health, marketing and policy science contributed most, but information economics and management theories also informed research design and analysis and interpretation of findings. Its key generalizable findings can be summarised as follows: • The identification of a fragmented but convergent pool of evidence indicating contemporary food and beverage marketing is an interactive, dynamic phenomenon. • The identification of a fragmented but convergent pool of evidence demonstrating it significantly impacts sociocultural determinants of food behaviours. • The generation of evidence demonstrating a gap between the strategic aims of responsible marketing policy regimes and the inherent capacity of implemented interventions to constrain marketing’s food environment impacts. • The generation of evidence demonstrating that critical re-appraisal of food marketing policy research assumptions and preconceptions is a strategy supportive of policy innovation. • The generation of evidence that research intended to support real world multi-stakeholder policy development processes requires additional skills to those established and recognised as central to high quality research. These include the ability to engage with dynamic and politicised policy processes and their public communications challenges. • The generation of evidence that can inform future independent benchmark standard for responsible marketing development initiatives. • The generation of evidence that can inform future research on designing and developing policy that is ‘future proof’ and targets marketing’s sociocultural food environment impacts. Its most significant knowledge translation contributions have been: • Support for the WHO Set of Recommendations on the Marketing of Foods and Non-alcoholic Beverages to Children (subsequently endorsed at the 2010 World Health Assembly and the 2011 United Nations General Assembly). • Participatory research contributions to the Scottish Government’s responsible marketing standard development initiative (PAS2500). • Supporting the planning and development of the Scottish Government’s Supporting Healthy Choices Policy initiative. • Knowledge exchange with policy makers and stakeholders engaged in a scoping and prioritisation initiative commissioned by the United Kingdom’s Department of Health (An analysis of the regulatory and voluntary landscape concerning the marketing and promotion of food and drink to children). • Supporting responsible marketing policy agendas targeted to the engagement of a broad mix of stakeholders in innovative policy development processes. • Supporting policy makers’ efforts to increase popular support for stronger, more effective responsible marketing policy controls. The thesis therefore aims to present evidence that the programme of research presented here has made useful and original contributions to evidence and knowledge on contemporary food marketing and its impacts on food behaviours and the food environment. It aims to build on this by demonstrating how this evidence informed and supported policy development. Through this the thesis aims to support its case that a rethinking of food marketing policy research assumptions and conceptions can expand and enrich the evidence base as well as real world policy innovation.
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Ghotbi, Sina. "Health implications of food away from home consumption : a marketing and policy analysis." Thesis, University of British Columbia, 2015. http://hdl.handle.net/2429/55984.
Full textAbstract:
This thesis provides two independent empirical quantitative studies on consumer decision-making in the context of food-away-from-home consumption, and examines important public policy and marketing issues. We first study whether meals with diet carbonated soft drinks (CSD) have more calories than meals with regular CSD by investigating an individual-level meal consumption panel dataset between 2000 and 2007 at a major fast-food chain in Canada. This study is motivated by the debate on the effectiveness of diet CSD on weight loss and is the first to provide field-based evidence, supported by within subject variation, on the harm and benefit of diet drinks in terms of caloric consumption within a meal. We find no increase in total calories consumed during a meal, and most diet CSD drinkers also exhibit a reduction in total calories. Looking more narrowly at the food calories in a meal we find that young males are the only group who have more food calories when they choose a diet drink, yet the extra food calories do not exceed the calories saved by consuming diet rather than regular CSD. In the second study, using an individual-level panel dataset on food consumed in all restaurants in Canada, we examine the effect of media coverage of multiple instances of Bovine Spongiform Encephalopathy (BSE – mad cow disease) on the decision to dine out and, once in a restaurant, whether to order beef. We find that when media coverage of BSE crises is high, people eat out less often, decrease the number of beef orders when eating out, and increase the ordering of other products. Interestingly, we find that these effects only hold for well-known, national chain restaurants and not for local restaurants. We develop and implement a modified double-hurdle model that explicitly takes into account participation (i.e., dine out) and consumption (e.g., number of beef orders) information in estimation of the model. This work extends the product harm crises literature to the case of industry level crises and the context of restaurants. The thesis concludes with a brief chapter on limitations and extensions of the research.Business, Sauder School of
Graduate
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Massud, Marón Amira Salomé. "Plan de marketing Arabian Food Truck." Bachelor's thesis, 2019. http://bdigital.uncu.edu.ar/14116.
Full textAbstract:
El presente trabajo consta de la realización de un plan de marketing, para la empresa gastronómica Arabian Food Truck, empresa mendocina fundada en 2014. Los objetivos de su aplicación son: aumentar las ventas del producto Shawarma Arabian, aumentar las contrataciones del servicio de gastronomía móvil para eventos privados, mejorar el posicionamiento e imagen de marca y ampliar el menú con el fin de alcanzar nuevos mercados.
Para lograr la realización del plan de marketing de Arabian, se comenzará por explicar ciertos conceptos teóricos, iniciando desde lo más general y abarcativo a lo más sencillo y detallado. A continuación se analizará la empresa Arabian Food Truck por completo.
Luego se procederá con el desarrollo de cada etapa del plan de marketing, las cuales son, resumen ejecutivo, análisis de situación interno y externo, análisis FODA, establecimiento de objetivos, determinación de estrategias, proyecciones financieras y por último seguimiento y control de resultados.
Cuando todas las etapas del plan de marketing estén correctamente realizadas, se procederá a realizar las conclusiones del trabajo en cuestión.Fil: Massud Marón, Amira Salomé. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.