Comportamenti di consumo e prodotti alimentari nuovi

Author/s Marcello De Rosa
Publishing Year 2003 Issue 2001/3
Language Italian Pages 22 P. File size 106 KB
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The aim of the paper is to analyse the consumer’s behaviour in the case of new food products. The theme of novelty has not been deeply analysed in the literature, even if recently we can observe the growth of new theories within the traditional structure. The theoretical starting point is Lancaster’s theory, which considers not goods but their characteristics (for example, taste, smell). Consumer’s reaction to novelty is object of a conjoint analysis in which the launch of a new product, buffalo meat, is investigated. The method permits to show the mix of characteristics that maximizes utility function, showing the relative percentage weight on the total consumer’s utility. The results underline the necessity of an in-deep analysis of consumers to get the right information for marketing strategies, above all in the case of food products, characterized by the figure of a conservative consumer.

Marcello De Rosa, Comportamenti di consumo e prodotti alimentari nuovi in "ECONOMIA AGRO-ALIMENTARE" 3/2001, pp , DOI: