Consumer Acceptance and Market Potential of Iodine-Biofortified Fruit and Vegetables in Germany

Biofortification of food crops with iodine is a novel approach to preventing iodine deficiency in humans. The present study analyses the consumer target groups and the market potential of iodine-biofortified fruit and vegetables in Germany. For this purpose, an online survey of 1016 German fruit and vegetable consumers was conducted to investigate the acceptance of different product categories as well as relevant criteria for the market launch. The results show that iodine-biofortified fruit and vegetables are particularly attractive to consumers who purchase at farmers’ markets, organic food shops, and farm stores. Out of this group, 39% of consumers rate such iodine-rich foods as very appealing. They attach importance to food that naturally contains iodine and prefer produce from integrated domestic cultivation. With their focus on sustainability and naturalness, this group of consumers clearly differs from typical users of dietary supplements, who are primarily concerned with health benefits. However, overall about 85% of respondents would prefer biofortified fruits and vegetables to supplements to improve their iodine supply. The greatest market potential for iodine-biofortified fruit and vegetables is to be expected in supermarkets, as this is the preferred food shopping location for most consumers. A total of 28% of those who buy here rate the biofortified foods presented as very appealing. Nevertheless, a successful market launch requires that the benefits of the new products are communicated according to the potential consumer group needs.

Investigating Consumer Demand and Willingness to Pay for Fresh, Local, Organic, and “On-the-Stalk” Edamame

Introduction of locally adapted, commercially viable edamame varieties can allow it to be marketed as fresh, local, organic, or on the stalk. Here, we utilized a one-and-one-half bounded (OOHB) elicitation format to estimate mean willingness to pay (WTP) for these external attributes in relation to a vector of explanatory variables. Results showed 84-, 85-, and 28-cent premiums for fresh, local, and organic edamame (10 oz). Pro-environmental attitudes drove WTP for all three of these attributes, while shopping location significantly increased mean WTP for fresh and organic attributes. A 40-cent price discount was observed for the “on-the-stalk” attribute, suggesting that convenience also plays an important role in marketing edamame. The results suggest that more research regarding edamame demand is warranted.

Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation.Area of study: Spain.Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis.Main results: Five segments were obtained: “Manager cook” (24.5%), “Healthy cook” (20.8%), “Concerned with food, but not cooks” (22%), “Total detachment” (11.9%) and “Rational shopper with little interest in cuisine” (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods.Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market.

Residential Satisfaction of Rural Older Adults Aging in Place

This study explored residential (housing and town) satisfaction of rural older adults aging in place, relating to demographic and housing characteristics. We conducted a structured, face-to-face survey with 149 rural older adults. Regression results revealed that housing satisfaction for rural older adults were significantly related to demographic and housing characteristics, including personal health status, healthy home status, and structure size. Bivariate analysis revealed that satisfaction with a town feature, shopping location, was the most frequently related to demographic and housing variables, followed by cost of living in town; and that health status was most frequently associated with town feature satisfaction. The study results can enhance programs and/or services for older adults aging in rural communities.

Introduction of a new method for retailing and marketing research: the case of shopping malls

PurposeThe purpose of this study is to suggest an unusual method that may help researchers to examine from the real-time movements of consumers among stores located on any kind of shopping location. We assumed shopping behavior of individuals as a complicated network representing their interactions with multiple types of stores – brands. Shopping malls were chosen to test this alternative method. Closely located stores in these organizations give researchers a chance to investigate patterns of interactions of customers in relation to brands. Therefore, we decided to develop an unusual method to examine customers' behavior in these organizations.Design/methodology/approachThis study suggests that circulation patterns of customers in a shopping location may provide valuable information to decision makers. The applicability of this technique was tested on 700 consumers visiting stores of a supper-regional shopping mall, located in Ankara, Turkey. Paths of the customers in a specific type of mall were determined, and their interactions with the stores were analyzed by using social network analysis techniques. The brands having key positions in the network were compared with the brand configuration of high- and low-performer malls serving to similar markets.FindingsThe results of the network analyses were used to understand whether this method could be beneficial for the ideal tenant mix problem of shopping malls. Findings suggest that the performance of malls depends on fitness to customer paths, and the malls, which didn't have the key brands at the initial stage, could not adapt themselves later. Findings of the case study verified that this technique might offer a solution to this well-known dilemma of the retailing sector and may have several implications.Originality/valueThese types of data are very valuable, especially for retailing research and the industry, because very critical knowledge such as traffic among retail stores, key central brands, ideal location of stores, consumption tendencies of different customer groups and symbiotic or competitive relations among retailers can be obtained. This method may also have broad implications in other fields of research such as location analysis, decision support systems and property management as well as marketing and retailing.

FACTORS THAT MOTIVATE LATVIAN CONSUMERS TO PURCHASE PRODUCTS AND SERVICES FROM SOCIAL ENTERPRISES IN LATVIA: THE CASE OF SOCIALLY RESPONSIBLE CONSUMPTION

The purpose of the study is to research the relative importance of various factors that motivate Latvian consumers to purchase products and services from social enterprises in order to provide practical suggestions and recommendations for Latvian social enterprises that would allow them to improve their performance. The primary method used by the study is quantitative research by the means of an online survey of Latvian consumers. The results of the research indicate that Latvian consumers find the product / service quality aspects, as well as aspects of social responsibility and convenience of the shopping location, on average, as most motivating to purchase products / services of social enterprises. However, the results of factor analysis highlight the importance of emotional aspects during on-site shopping as well as the importance of digital presence. Such factors as pleasant atmosphere and friendly service have the highest potential to generate repeat purchases among Latvian consumers. Communication of social value is important, but should not be the only focus of social enterprises.

KAJIAN SPASIAL LOKASI BERBELANJA DI KOTA BANDUNG

Shoppers consider many aspects in choosing specific location from variety of shopping location. Spatial analysis is used to determine the catchment area of shopping location based on the location of shoppers’ residence along with the correlation with shoppers’ activity and characteristic. The purposes of this study are to analyze the catchment area of shopping location in Bandung based on shopper’s preferences and to analyze the shopping travel pattern. The questionnaire data about the grocery shopping trip is analyzed using Thiessen Polygon and Buffering Method. The analysis shows that there is a mismatch between the market service coverage and the preferences of respondent destination. Analysis shows that shoppers will choose the shopping location by considering the distance of shopping location from home, travel costs, and travel duration in selecting any type of shopping location. Keywords: shopping location, spatial analysis, GIS, catchment area, shopping trip characteristics Abstrak Ada banyak hal yang dipertimbangkan oleh pelaku belanja dalam memilih lokasi berbelanja yang beragam. Analisis spasial dipergunakan untuk menjelaskan daerah cakupan lokasi belanja berdasarkan lokasi tempat tinggal serta keterkaitannya dengan aktivitas dan karakteristik pelaku belanja. Tujuan penelitian ini adalah menganalisis daerah cakupan lokasi berbelanja pilihan pelaku belanja di Kota Bandung dan menganalisis pola perjalanan berbelanja. Data hasil penyebaran kuisioner mengenai perjalanan berbelanja kebutuhan sehari-hari dianalisis menggunakan Metode Thiessen Polygon dan Metode Buffer. Hasil analisis menunjukkan bahwa terdapat ketidaksesuaian antara luas cakupan layanan suatu lokasi belanja dengan luas jangkauan layanan lokasi pilihan pelaku belanja. Analisis menunjukkan bahwa pelaku belanja memilih lokasi belanja dengan mempertimbangkan jarak dari tempat tinggal, durasi, dan biaya perjalanan. Kata-kata kunci: lokasi berbelanja, analisis spasial, GIS, daerah cakupan, karakteristik perjalanan berbelanja

PEMILIHAN LOKASI BELANJA DAN PERILAKU PERJALANAN DI KOTA BANDUNG

Grocery shopping activities play substantial role in fulfilling individuals’ daily-activities needs. Its spatial-separated location characteristics led to travel consequence. Grocery shopping activities and travels still partly contributed to several challenges on urban transportation, such as traffic congestion. This study aims to investigate the shopping location decision as a part of shoppers’ spatial attribute. The analysis conducted based on data from a survey in Bandung City in 2017 which the shopping activities and travel characteristics were recorded. Result of analyses using classification analysis confirmed the hypotheses that there is positive interaction between travel characteristics, activity arrangements, and spatial conditions in selecting shopping location. It is found, similar region shopping location with resident area not necessarily lead to a choice. The study finds that the attractions offered by shopping locations influence location selection. In addition, the activity arrangement of shoppers through the trip chain were also found to influence the selection of shopping locations. Keywords: grocery shopping, shopping location, travel characteristics, travel behavior Abstrak Kegiatan belanja sehari-hari berperan penting dalam memenuhi kebutuhan aktivitas sehari-hari individu maupun rumah tangga. Karakteristik spasial lokasi belanja mengakibatkan konsekuensi pada perjalanan. Kegiatan dan perjalanan belanja sehari-hari berkontribusi pada permasalahan transportasi perkotaan. Penelitian ini bertujuan untuk menganalisis keputusan pemilihan lokasi belanja sebagai bagian dari atribut spasial pelaku belanja. Analisis dilakukan berdasarkan data survei wawancara di Kota Bandung tahun 2017 tentang kegiatan belanja dan karakteristik perjalanan. Hasil analisis menggunakan analisis klasifikasi mendukung hipotesis bahwa ada interaksi positif antara karakteristik perjalanan, pengaturan aktivitas, dan kondisi spasial dalam memilih jenis lokasi belanja. Kesamaan lokasi belanja dan lokasi tempat tinggal tidak selalu mengarahkan pelaku belanja untuk memilih lokasi tersebut. Studi ini menemukan pula bahwa atraksi yang ditawarkan oleh lokasi belanja memengaruhi pemilihan tersebut. Selain itu, pengaturan aktivitas pelaku belanja juga ditemukan memengaruhi pemilihan lokasi belanja, yaitu dengan melakukan pengaturan perjalanan dan aktivitas melalui rantai perjalanan. Kata-kata kunci: belanja kebutuhan sehari-hari, lokasi belanja, karakteristik perjalanan, perilaku perjalanan