Consumer Behavior In The Food Industry

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Chapter 3 Literature Review

While looking for articles about consumer behaviour, with an emphasis on the food industry you are not likely to find too many specific examples. Food service marketing (and hence consumer behaviour) is often subsumed into that of generalised ‘‘hospitality (e.g. Wearne and Morrison, 1996) and in some texts is amalgamated with a still more amorphous ‘‘tourism’’ (e.g. Kotler and Bowen, 1996). Both of these groupings tend to favour the hotel industry. There are no books dedicated to consumer research in the food service industry. Yet food service is an important industry in its own right, not least in terms of financial turnover, and although it contributes in part to both hotels and tourism, it has its own separate …show more content…

A persons expectations about the taste of a food can have a sizable impact on their sensory evaluation of it (Cardello, 1985 Maller, 1985, Masor, 1985, Dubose, 1985, & Edelman, 1985) This was displayed clearly in study conducted by the US Committee on Food Habit in the 1940’s in which they gave a study group a taste of organs such as brains, kidneys, tongues and livers. They wanted to try these out as regular meats such as chicken, pork and beef were scarce during World War 2. “The taste of these organ meats was generally acceptable when the type of meat was undisclosed. Once disclosed, however, the meats became repulsive to many segments of American consumers and their taste evaluations predictably confirmed their repulsion” (Wansink, …show more content…

“Value for money (VFM) is about striking the best balance between the “three E’s” − economy, efficiency and effectiveness” (Jackson, 2012).
The three different criteria can be broken down as such. For economy you need to make sure you get you require for the lowest price possible. Efficiency is basically spending well, making sure you get as much as you can out of what you buy. Thirdly, effectiveness means that you achieved the goals that you set out to when you started. The way that you can see if you have achieved that is by either calculating a Cost- Benefit Analysis or Cost Effectiveness Analysis (Jackson, 2012)

Cleanliness

Cleanliness is a very important part of bringing people into any place of business but is not just important in these realms. Professor Musofar says that “the significance of cleanliness and hygiene cannot be overlooked by any society. Every faith and civilisation stresses the importance of cleanliness. Historically, cleanliness has been considered one of the important factors by which to judge a civilisation’s or society’s development.” (Musofar,

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