Food, Quality, Value and Consumer
Conceptually, “quality” and “value” lie at the interface between the consumers mind processes and the object of the external world. Both are concerned with a consumer and an object and with interaction taking place between them.
Food value is slanted more towards the consumer and food quality towards the food, but there is an overlap. This interface, although critical is only one of several that are relevant to an understanding of consumer behavior in the area of food quality.
“Value” and the associated concept of “value”, and “consumer behavior” draw on several academic disciplines, both in the social and the natural sciences, for their theoretical underpinnings; yet there is no unified view of food quality and the consumer.
In fact, there is often a distinct lack of understanding, which tends to prevent effective communication between food professionals raised in the different academic traditions, and which can lead to difficulties in the business environment.
Food companies must understand the mental process that will cause consumers to develop perception of the finished products. Such perceptions engage with consumers’ motivational systems and therefore directly affect choices and other food related behavior.
As for marketing and communication strategies for novel foods and technologies, it is crucial that proper account is taken of the beliefs and attitudes of both consumers and the wider community.
Consumers are the final link of food supply chains, i.e., they are the end users. This does not mean that, in each case, the food shopper is the person who will consumes the food in the sense of eating it. For example, foods may be bought for other family or household members and as gifts.
Food, Quality, Value and Consumer
