Purpose – The purpose of this paper is to measure the relative degree of rejection or reluctance to try new foods of the Mexican consumers. Design/methodology/approach – To measure the degree of acceptance or rejection that individuals have for foods that are unusual in their diets, a phobia scale was used to new foods developed by Pliner and Hobden (1992) Food Neophobia Scale (FNS). The authors also distinguished between individuals’ predisposition to taste new foods, “neo-phobic” (lower bias) and “neo-philic” (predisposition). Additionally social and demographic variables such as age, gender, monthly income level and marital status to discuss relations with the FNS scale were incorporated. Findings – The results have shown that Mexican consumers show relatively low levels of phobia toward new foods, but there may be differences in accordance with the characteristics of the environment, the proximity of another culture or urbanization level have a significant influence on consumer attitudes. Originality/value – In Mexico the development of new foods has increased, in a recent study 83 percent of respondents indicated they are interested in buying new foods on the market. Studies of novel foods phobia have been made in various international contexts, in Mexico, however, the exploration and understanding of consumer attitudes toward foods that are unusual in their diets is incipient. This study represents one of the first contributions in this regard and more so to focus specifically on the Mexican consumer.
Innovation in the agro-food system has become a strategy increasingly used by companies as a means to increase their competitiveness and position themselves in the market. In this context, the objective of this work is to identify the attitudes and sensory perceptions of consumers towards food technology through two scales (food technology neophobia and domain specific innovativeness) and hedonic tastings. For this, a new product was selected in the market: powder to prepare rice with milk. Most consumers have attitudes toward low neophobia to products with food technology, but there is also some caution, a situation that is corroborated by the moderate predisposition towards innovations. Color and flavor attributes can make the difference in positive perceptions. It should not be forgotten that there is a segment of innovative consumers that represent a key market.
<p>El objetivo de este trabajo fue segmentar a los consumidores según sus actitudes, valores y creencias ambientales en la decisión de compra de productos orgánicos en la zona norte de Sonora, para proporcionar recomendaciones a los actores (organizaciones públicas y privadas) que intervienen en el mercado de alimentos orgánicos. Para ello, se hizo inicialmente un Análisis Factorial Exploratorio (AFE) y después un análisis clúster para identificar los segmentos de los consumidores por sus actitudes, valores y creencias, se identificaron dos segmentos (participativo ambientalmente y consistente ambientalmente). Este hallazgo presenta oportunidades y retos para las organizaciones privadas y públicas, para las primeras, al considerar las agrupaciones de los consumidores, podrán diseñar estrategias de marketing sobre los productos orgánicos y para las segundas, deben incluir la educación ambiental en sus estímulos para mejorar la concientización de las personas.</p>
En esta investigación, se analizó la valoración que realiza el consumidor del noroeste de México hacia las innovaciones del yogur. Se seleccionó este producto por ser uno de los de mayor disponibilidad en el mercado, conocido por una gran proporción de consumidores y por presentar un importante número de innovaciones. Se utilizó el enfoque cuantitativo, con un método exploratorio, a través de un diseño transversal. Se emplearon dos herramientas; la primera fueron recorridos (24), realizados en diferentes establecimientos comerciales y la segunda fueron encuestas (400), aplicadas a consumidores mayores de 18 años. Se hicieron análisis descriptivos (media y moda), así como bivariantes (prueba de anova y test de chi-cuadrado) y multivariados (análisis factorial y de conglomerado). Los resultados muestran que se comercializa en mayor medida el yogur tradicional, mientras que los funcionales tienen un menor grado de penetración en el mercado. Se trata principalmente de productos con innovaciones incrementales. Se encontró que existen dos grupos de consumidores: el primero se orienta hacia innovaciones en el diseño y la forma de consumo, mientras que el segundo se enfoca en innovaciones de sabor y seguridad. En el primero, existe una mayor proporción de consumidores de 33 a 47 años de edad, en tanto que los mayores de 47 años se orientan más hacia la seguridad. También se encontró que el nivel de estudios influye en la valoración de atributos del yogur.ABSTRACTIn this research, it was analyzed the valuation made by the consumer of northwestern of Mexico towards yogurt innovations. This product was selected, because it’s one of the most widely available in the market, known by a large proportion of consumers and because it presents a significant number of innovations. It was used a quantitative approach, with an exploratory method, trough a transversal design. It were employed two tools, the first one were linear routes, making 24 in different commercial establishments and the second one were surveys, applying 400 surveys to consumers older than 18 years. Analyzis carried out were descriptive (mean and mode), bivariate (Anova Test and Chi-square Test) and multivariate (factor analysis and a cluster). The results showed that traditional yogurt is a product well established in the market, while the functional one has a lower degree of penetration in it. All of them are known for having incremental innovations. It was found that there are two consumer groups, the first, focuses on innovations in design and way of consumption, it’s composed mostly by men in the range of 33-47 years, while the second, focuses on taste and safety innovations. In the first, there is a greater proportion of consumers between 33-47 years of age, while those over 47 years are more oriented towards safety. It has been also found that the level of education affects the value of attributes of yogurt.
En la actualidad, la medición de la relación causa-efecto de una situación intangible como la satisfacción del cliente ha estado tomando relevancia. Para ello, se manejan dos técnicas estadísticas: (1) modelos de ecuaciones estructurales (structural equation model—SEM, por sus siglas en inglés—) con matriz de covarianzas y (2) la técnica de mínimos cuadrados parciales (partial least squares —PLS, por sus siglas en inglés—), que determina, como técnica multivariante, la relación entre variables observables y latentes, con la finalidad de comprobar una serie de asociaciones planteadas. En esta línea, el presente artículo tiene como objetivo exponer de forma interpretativa cada una de las técnicas (SEM y PLS), por medio de un caso de estudio. Como resultado, una de las diferencias entre métodos es el procedimiento de estimación, ya que en SEM está orientado hacia la teoría, enfatizando la transición del análisis exploratorio al confirmatorio, y en PLS se orienta al análisis causal-predictivo en situaciones de alta complejidad, pero con poca información teórica. Ambos persiguen objetivos diferentes y no debieran ser excluyentes sino complementarios, lo que dependerá de los intereses que tenga el investigador y los objetivos del estudio para la aplicación de un procedimiento o de otro.
PurposeThe main objective of this paper is to analyse the relationship between innovation and traditional concepts to explain the phenomenon of traditional food with innovation from a market and consumer behaviour perspective in the Mexican context.Design/methodology/approachThe research is carried out in two phases: (1) analysis of the offer in distribution and (2) consumer research. First, a mixed observation technique in the offer of traditional foods with innovation was carried out. The data were recollected from 24 companies' websites and was complemented with information from main distribution chains of the city of Hermosillo (Mexico). Second, a survey was carried out with 310 Mexican consumers. The data obtained were analysed using bi-variable and multivariable techniques.FindingsThe findings from the websites showed that there are 19 traditional products with innovation that are marketed through this medium, while 39 traditional products with innovation are offered in distribution chains. Of all foods, 61% showed innovations in ingredients and materials. Also, the consumer evaluations identified three segments: the consumers orientated towards innovations, convenience and health (42.2%), those orientated towards sensory innovations (39%), and those more inclined towards innovations in marketing and availability (18.7%).Research limitations/implicationsThe research considers a partial perspective of the agri-food chain and not an integral vision, it is limited to a specific area and to certain traditional foods.Practical implicationsThe symbiosis between innovation and tradition is identified from the perspective of supply and demand. The trend that exists in the market regarding the types of innovations and the gaps that exist regarding environmental elements are recognized.Social implicationsThe data obtained in the research generate information for business decision-making and entrepreneurship; in addition indicates new dietary and consumption patterns. It also provides knowledge about innovation and tradition, and highlights the relevance of traditional food.Originality/valueThis study tries to fill a gap in the literature by focusing on the market and consumer behaviour perspective for traditional food with innovation.
El objetivo de este trabajo de investigación fue explicar teóricamente la sustentabilidad en el negocio, comparar los motivos corporativos para adoptar el modelo de negocio sustentable, así como examinar y clasificar a las empresas de la provincia de Cataluña (España), a partir de una serie de elementos para encontrar similitudes entre ellas. La investigación es de tipo exploratorio, se obtuvieron 32 encuestas de los altos ejecutivos y por medio de un análisis de conglomerados se identificaron tres grupos. La evidencia indica que una actitud hacia la sustentabilidad en los negocios se está llevando a cabo en el grupo menor (Motivo avanzado). En el más grande se encuentran aquellas empresas que aún tienen la visión de solo maximizar los beneficios para los accionistas (motivo básico). El estudio permitió conocer la clasificación de las actitudes de los altos directivos sobre la aplicación del modelo de negocio sustentable para evaluar los beneficios.
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