Pub Date : 2023-01-31DOI: 10.56527/fama.jabm.10.1.5
P. Batt, G. Mcalpine, N. Chamhuri
Beef plays an important role in the Malaysian diet. However, Malaysia currently has a low self-sufficiency ratio for red meat, with imports of frozen Indian buffalo meat accounting for almost 80 percent of the market. Australia is the second largest beef supplier to Malaysia, with a market share of approximately 12 percent. Most Australian imports are utilised by the modern retail chains and middle to upper tier foodservice suppliers, where Australian beef is the meat of choice for most middle to high-income families. However, beef production in Western Australia faces numerous political, economic, social, technological, legal and environmental challenges. This paper discusses the various constraints and outlines some of the actions that Western Australian beef producers are undertaking to meet community expectations and thereby assure the supply of both live cattle and chilled beef to consumers in Malaysia.
{"title":"Sustainability in the Western Australian cattle industry: implications for Malaysia","authors":"P. Batt, G. Mcalpine, N. Chamhuri","doi":"10.56527/fama.jabm.10.1.5","DOIUrl":"https://doi.org/10.56527/fama.jabm.10.1.5","url":null,"abstract":"Beef plays an important role in the Malaysian diet. However, Malaysia currently has a low self-sufficiency ratio for red meat, with imports of frozen Indian buffalo meat accounting for almost 80 percent of the market. Australia is the second largest beef supplier to Malaysia, with a market share of approximately 12 percent. Most Australian imports are utilised by the modern retail chains and middle to upper tier foodservice suppliers, where Australian beef is the meat of choice for most middle to high-income families. However, beef production in Western Australia faces numerous political, economic, social, technological, legal and environmental challenges. This paper discusses the various constraints and outlines some of the actions that Western Australian beef producers are undertaking to meet community expectations and thereby assure the supply of both live cattle and chilled beef to consumers in Malaysia.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85878256","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-31DOI: 10.56527/fama.jabm.10.1.2
Jayamini Champika, A. Mugera
Vegetables are important source of nutrient for the Sri Lankan population and both farmers and consumers are adversely affected by vegetable price volatility. The lack of price analysis and forecasting has made it difficult to establish an effective early warning system for the vegetable farming sector in Sri Lanka. This study investigates the price behaviour of selected fresh vegetables - carrot, cabbage, and tomato - and forecasts the future prices and volatilities using time series techniques. Analysis of weekly price data from 1997 to 2018 revealed that all three - price series had one structural break, but none coincided with the policy change when the government introduced fertilizer subsidies for vegetable producers in the agriculture sector. The autoregressive integrated moving average (ARIMA) model estimations show that the best model for forecasting carrot price is ARIMA (3,1,2) (0,0,2)[52]* capable of predicting retail prices at 71% accuracy while the best model for cabbage prices is ARIMA(1,1,1)(0,0,1)[52] with a prediction accuracy of 55%. All three-price series exhibit serial correlation in residuals; hence GARCH estimations were used to model and predict volatility. Of the fitted ARMA GARCH models, the best model for estimating the volatility of carrot and cabbage were GARCH (1, 2) ARMA (3, 2) and GARCH (1,1) ARMA (3 ,2), respectively. The volatility predictions for the first ten weeks for the year 2019 indicate a gradual decrease in volatility in the carrot price series whilst a gradual increase in volatility in the cabbage price series.
{"title":"Analysis of Price Behavior in Sri Lankan Vegetable Market","authors":"Jayamini Champika, A. Mugera","doi":"10.56527/fama.jabm.10.1.2","DOIUrl":"https://doi.org/10.56527/fama.jabm.10.1.2","url":null,"abstract":"Vegetables are important source of nutrient for the Sri Lankan population and both farmers and consumers are adversely affected by vegetable price volatility. The lack of price analysis and forecasting has made it difficult to establish an effective early warning system for the vegetable farming sector in Sri Lanka. This study investigates the price behaviour of selected fresh vegetables - carrot, cabbage, and tomato - and forecasts the future prices and volatilities using time series techniques. Analysis of weekly price data from 1997 to 2018 revealed that all three - price series had one structural break, but none coincided with the policy change when the government introduced fertilizer subsidies for vegetable producers in the agriculture sector. The autoregressive integrated moving average (ARIMA) model estimations show that the best model for forecasting carrot price is ARIMA (3,1,2) (0,0,2)[52]* capable of predicting retail prices at 71% accuracy while the best model for cabbage prices is ARIMA(1,1,1)(0,0,1)[52] with a prediction accuracy of 55%. All three-price series exhibit serial correlation in residuals; hence GARCH estimations were used to model and predict volatility. Of the fitted ARMA GARCH models, the best model for estimating the volatility of carrot and cabbage were GARCH (1, 2) ARMA (3, 2) and GARCH (1,1) ARMA (3 ,2), respectively. The volatility predictions for the first ten weeks for the year 2019 indicate a gradual decrease in volatility in the carrot price series whilst a gradual increase in volatility in the cabbage price series.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88605119","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Agribusiness Marketing, its Challenges and Current Trends","authors":"S. Musa, Mohd Firdaus Bin Ab Aziz","doi":"10.56527/jabm.9.1.1","DOIUrl":"https://doi.org/10.56527/jabm.9.1.1","url":null,"abstract":"","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72520959","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Bananas are an important commercial fruit and a major export commodity in the tropics. The growing global demand for bananas has caused its harvested area to expand. However, the production of bananas in Malaysia has decreased, probably due to adverse environmental conditions and pests and diseases. Nevertheless, the Malaysian government recognised the importance and potential of fruit crops, including bananas, and has developed national agrofood policies and strategies to support and accelerate food production growth. This study aimed to understand the current scenario of banana production in Malaysia and determine if local bananas have a comparative advantage over their rivals. Based on the Revealed Comparative Advantage (RCA) analysis, Malaysia has a competitive edge in bananas over regional countries, although some challenges remain to overcome. Hence, to sustain its competitive position in the banana market, an intensive effort and interdisciplinary collaboration between policymakers, industrial players, growers, and scientists is desirable to address those issues and challenges described in this study.
{"title":"Can Banana be a Success Story for Malaysia?","authors":"B. Tan","doi":"10.56527/jabm.9.1.2","DOIUrl":"https://doi.org/10.56527/jabm.9.1.2","url":null,"abstract":"Bananas are an important commercial fruit and a major export commodity in the tropics. The growing global demand for bananas has caused its harvested area to expand. However, the production of bananas in Malaysia has decreased, probably due to adverse environmental conditions and pests and diseases. Nevertheless, the Malaysian government recognised the importance and potential of fruit crops, including bananas, and has developed national agrofood policies and strategies to support and accelerate food production growth. This study aimed to understand the current scenario of banana production in Malaysia and determine if local bananas have a comparative advantage over their rivals. Based on the Revealed Comparative Advantage (RCA) analysis, Malaysia has a competitive edge in bananas over regional countries, although some challenges remain to overcome. Hence, to sustain its competitive position in the banana market, an intensive effort and interdisciplinary collaboration between policymakers, industrial players, growers, and scientists is desirable to address those issues and challenges described in this study.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89549245","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Agriculture is an industry that contributes to the economic growth and social progress of many countries worldwide, as well as positive impacts to the environment. However, the agricultural industry also faces many challenges such as the quality of crops and land available for farming activities, climate change, poor economic conditions for farmers, and lack of technology. As the agricultural trend is towards achieving food security, improving nourishment, and advancing sustainable agriculture, Smart Farming harnesses the potentials of Industry 4.0 revolution to achieve the goals outlined. The critical consideration would the intention of farmers to integrate and adopt these smart, connected technologies in their farming activities. This study examined the behavioral intention to use Smart Farming technologies from the perspective of farmers using the Unified Theory of Acceptance and Use of Technology (UTAUT). A cross-sectional study was conducted using quantitative method. Data were derived from farmers in Malaysia via a face-to-face survey in 2021 (n = 381). Partial Least Squares (PLS) regression was applied for model and hypothesis testing. The results indicated that performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FC) influenced the behavioral intention to adopt SFT. Social influence (SI) was found to be the strongest predictor of behavioral intention. This study contributes to the theoretical understanding of applying UTAUT to examine the behavioral intention to adopt Smart Farming among farmers. In practice, this study also provides implications for the Sarawak government to advance digital inclusion for all communities to achieve high income and advanced status by 2030.
{"title":"Factors Influencing the Behavioral Intention for Smart Farming in Sarawak, Malaysia","authors":"Gabriel Wei En Wee, A. Lim","doi":"10.56527/jabm.9.1.4","DOIUrl":"https://doi.org/10.56527/jabm.9.1.4","url":null,"abstract":"Agriculture is an industry that contributes to the economic growth and social progress of many countries worldwide, as well as positive impacts to the environment. However, the agricultural industry also faces many challenges such as the quality of crops and land available for farming activities, climate change, poor economic conditions for farmers, and lack of technology. As the agricultural trend is towards achieving food security, improving nourishment, and advancing sustainable agriculture, Smart Farming harnesses the potentials of Industry 4.0 revolution to achieve the goals outlined. The critical consideration would the intention of farmers to integrate and adopt these smart, connected technologies in their farming activities. This study examined the behavioral intention to use Smart Farming technologies from the perspective of farmers using the Unified Theory of Acceptance and Use of Technology (UTAUT). A cross-sectional study was conducted using quantitative method. Data were derived from farmers in Malaysia via a face-to-face survey in 2021 (n = 381). Partial Least Squares (PLS) regression was applied for model and hypothesis testing. The results indicated that performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FC) influenced the behavioral intention to adopt SFT. Social influence (SI) was found to be the strongest predictor of behavioral intention. This study contributes to the theoretical understanding of applying UTAUT to examine the behavioral intention to adopt Smart Farming among farmers. In practice, this study also provides implications for the Sarawak government to advance digital inclusion for all communities to achieve high income and advanced status by 2030.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84454479","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Hanilyn A. Hidalgo, M. Fresnido, Amelia R. Nicolas, Presbel B. Presto
Melitourism is a special type of farm tourism that utilizes stingless bees as a tourism product. However, stingless beekeeping is not a primary livelihood for most curious beginners, such that the business aspects of the operation are often neglected. This paper aimed at developing a model for melitourism social enterprise. With the appropriate entrepreneurial framework, the residents, the local government, and the local businesses will be able to participate and benefit from the melitourism process. The study used an extensive review of more than a hundred literature. The development of the model was anchored on Isenberg's Entrepreneurial Ecosystem and Sustainable Livelihood. The results comprehensively discussed ten components: human capital, financial capital, market access, bioecology, technology, ethics, tourism, culture and heritage, policy, and social capital. Transitioning from conventional beekeeping to melitourism needs careful planning on the part of the farmers. Simply having a passion for beekeeping is not enough. Bee farmers operate within an entrepreneurial ecosystem wherein they must collaborate with policymakers, residents, and organizations
{"title":"The Development of Indicators for Social Enterprise Business Model in Melitourism","authors":"Hanilyn A. Hidalgo, M. Fresnido, Amelia R. Nicolas, Presbel B. Presto","doi":"10.56527/jabm.9.1.6","DOIUrl":"https://doi.org/10.56527/jabm.9.1.6","url":null,"abstract":"Melitourism is a special type of farm tourism that utilizes stingless bees as a tourism product. However, stingless beekeeping is not a primary livelihood for most curious beginners, such that the business aspects of the operation are often neglected. This paper aimed at developing a model for melitourism social enterprise. With the appropriate entrepreneurial framework, the residents, the local government, and the local businesses will be able to participate and benefit from the melitourism process. The study used an extensive review of more than a hundred literature. The development of the model was anchored on Isenberg's Entrepreneurial Ecosystem and Sustainable Livelihood. The results comprehensively discussed ten components: human capital, financial capital, market access, bioecology, technology, ethics, tourism, culture and heritage, policy, and social capital. Transitioning from conventional beekeeping to melitourism needs careful planning on the part of the farmers. Simply having a passion for beekeeping is not enough. Bee farmers operate within an entrepreneurial ecosystem wherein they must collaborate with policymakers, residents, and organizations","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74915722","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abd Razzif Abd Razak, Muhammad Izzuddin Mat Sani, Mohd Hafiz Mohd Adnan, Ina Kartini Md. Salleh
The outbreak of Covid-19 in early 2020 has caused a rapid slowdown in global economic growth in all sectors. The impact on the agricultural sector is minor and tends to recover rapidly. This underscores the essential role of agriculture in food production, regardless of the situation. Farmers markets were innovated during Covid-19 to meet market demand and policy changes. This explains why it is behind the response to Covid-19 associated with food supply chain disruptions. Farmers markets are agile and connected to supply chain partners, so they can quickly innovate with a focused approach. Considering the shorter supply chains and smaller businesses that represent the farmers market, the fairness and relevance of the current regulatory environment can be scrutinized. The Federal Agricultural Marketing Authority (FAMA), a government agency, has established the Controlled Fresh Market (CFM). Farmers markets have been renamed during Covid-19 to meet the requirements of supplying food to consumers with strict Standard Operating Procedures (SOPs). This article focuses on the flexibility, responsiveness, and community-centric focus of the food supply chain, which enables to continue to serve communities in the face of the challenges posed by Covid-19's pandemic. The Controlled Fresh Market (CFM) is a case study of how the government has intervened to help promote and support these markets in order to meet the needs of consumers. CFM is a newly created market launched in Malaysia during Covid-19. This market was run by Malaysians.
{"title":"Controlled Fresh Market (CFM): A case of rebranding Farmers' Market with Government Intervention during Covid-19 in Malaysia","authors":"Abd Razzif Abd Razak, Muhammad Izzuddin Mat Sani, Mohd Hafiz Mohd Adnan, Ina Kartini Md. Salleh","doi":"10.56527/jabm.9.1.3","DOIUrl":"https://doi.org/10.56527/jabm.9.1.3","url":null,"abstract":"The outbreak of Covid-19 in early 2020 has caused a rapid slowdown in global economic growth in all sectors. The impact on the agricultural sector is minor and tends to recover rapidly. This underscores the essential role of agriculture in food production, regardless of the situation. Farmers markets were innovated during Covid-19 to meet market demand and policy changes. This explains why it is behind the response to Covid-19 associated with food supply chain disruptions. Farmers markets are agile and connected to supply chain partners, so they can quickly innovate with a focused approach. Considering the shorter supply chains and smaller businesses that represent the farmers market, the fairness and relevance of the current regulatory environment can be scrutinized. The Federal Agricultural Marketing Authority (FAMA), a government agency, has established the Controlled Fresh Market (CFM). Farmers markets have been renamed during Covid-19 to meet the requirements of supplying food to consumers with strict Standard Operating Procedures (SOPs). This article focuses on the flexibility, responsiveness, and community-centric focus of the food supply chain, which enables to continue to serve communities in the face of the challenges posed by Covid-19's pandemic. The Controlled Fresh Market (CFM) is a case study of how the government has intervened to help promote and support these markets in order to meet the needs of consumers. CFM is a newly created market launched in Malaysia during Covid-19. This market was run by Malaysians.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74012890","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Grace Phang Ing, J. Chan, Tze-Yin Lim, M. Fresnido
This study centers on the sustainability of the VCO (Virgin Coconut Oil) enterprise macroenvironment and the marketing strategy reactions of consumers amidst the backdrop e of East Malaysia. To better illustrate the marketing complexities of the VCO enterprise, the study examines a small and medium VCO operator, Bonco VCO, and looks at its main elements for success and the chances and trials it faces in terms of marketing. The study adopted a qualitative approach and employed in-depth interviews to elicit information from VCO operators and customers. The results impart invaluable means of recognizing favorable circumstances as well as difficulties for marketing. The findings addressed several key success factors such as involvement with the community projects, operator characteristics, customers’ concern about product quality and availability, and packaging size. Opportunities and challenges were identified, in which issues such as perceived price value, promotional, and new product development should be the focus for the VCO operators.
{"title":"Key Success Factors, Marketing Opportunities and Challenges: A Case Study of Bonco Virgin Coconut Oil","authors":"Grace Phang Ing, J. Chan, Tze-Yin Lim, M. Fresnido","doi":"10.56527/jabm.9.1.5","DOIUrl":"https://doi.org/10.56527/jabm.9.1.5","url":null,"abstract":"This study centers on the sustainability of the VCO (Virgin Coconut Oil) enterprise macroenvironment and the marketing strategy reactions of consumers amidst the backdrop e of East Malaysia. To better illustrate the marketing complexities of the VCO enterprise, the study examines a small and medium VCO operator, Bonco VCO, and looks at its main elements for success and the chances and trials it faces in terms of marketing. The study adopted a qualitative approach and employed in-depth interviews to elicit information from VCO operators and customers. The results impart invaluable means of recognizing favorable circumstances as well as difficulties for marketing. The findings addressed several key success factors such as involvement with the community projects, operator characteristics, customers’ concern about product quality and availability, and packaging size. Opportunities and challenges were identified, in which issues such as perceived price value, promotional, and new product development should be the focus for the VCO operators.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73191448","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Due to its wide economic applications and low initial costs, stingless bee farming has a high potential to be developed as an economic empowerment program for the low income community in the rural area. Despite this, in-depth research focusing on the marketing aspects of stingless bee farming is still lacking resulting in a sub-optimal production level as well as low profitability of the stingless bee farms generally. This study aims to focus on the issues pertaining to marketing aspects of the stingless honey bee farming in order to develop a marketing model to position it as a sustainable economic empowerment program for the low income community in the rural areas.
{"title":"Towards Developing a Marketing Model for Strategic Positioning of Stingless Bee Honey Farming as a Sustainable Income for the Rural Community","authors":"Salina Kassim, S. R. Hussin","doi":"10.56527/jabm.9.1.7","DOIUrl":"https://doi.org/10.56527/jabm.9.1.7","url":null,"abstract":"Due to its wide economic applications and low initial costs, stingless bee farming has a high potential to be developed as an economic empowerment program for the low income community in the rural area. Despite this, in-depth research focusing on the marketing aspects of stingless bee farming is still lacking resulting in a sub-optimal production level as well as low profitability of the stingless bee farms generally. This study aims to focus on the issues pertaining to marketing aspects of the stingless honey bee farming in order to develop a marketing model to position it as a sustainable economic empowerment program for the low income community in the rural areas.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80139023","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-15DOI: 10.1080/08974438.2022.2073148
M. Ingrassia, S. Chironi, C. Bellia
Globalization in the food sector has increased over the past few decades, resulting in consumers finding little differentiation between food products, and consumers who are less loyal to the brand. To help overcome this problem, food companies are trying to shift the consumer’s attention from the product itself toward other elements, such as the experience they have with the brand/product and the emotions that derive from it, through Experiential Marketing. The rise of Experiential Marketing has led to businesses advertising and selling their offerings based on experiences rather than just the characteristics and quality of the product, meaning consumers are increasingly motivated by emotional factors in their purchasing decisions. Experiences are not self-generated but induced by different stimuli that consist of preand post-purchase marketing initiatives. Businesses need to recognize that a good experience should be embedded in the “value proposition” of every product, as the consumer wants to buy an enjoyable and engaging experience, and this will help consolidate a successful brand. Experiential Marketing has the potential to be effectively applied in the Agro-food sector and significantly influence consumers’ food purchasing choices. In the Agro-food sector it is easier to think about sensorial experiences when talking about the experience, and often Sensory Marketing is used by food businesses. In fact, the sensory characteristics of food are the primary drivers of liking for consumers when they make their purchase choices. Experiential Marketing in the Agro-food sector can receive valuable inspiration from different fields. For example, it can use information from advances in food processing technology; that is, it may evoke emotions through sensorial stimuli of an experience in an agricultural environment in which food becomes an eco-systemic agro-environmental service. This special issue encompasses contributions from Experiential Marketing researchers, and covers topics such as, consumers sensory and emotional experiences, brand experience, and consumer perceptions of food quality. The papers that compile this special issue explore Experiential Marketing in the Agro-food sector and provide insights of its effects on consumer engagement through an international perspective. The special issue starts with an exploratory study that investigates consumers’ sensory acceptance and willingness to pay for coffee drinks in a real caf e in Germany. Contrary to laboratory studies, consumers’ experience was studied in a natural consumption environment under blind conditions, in order to gain knowledge on sustainable food choice behavior in a real-life situation. It was based on the assumption that context can influence consumer perceptions and daily habits are valuable for reflecting a multi-faceted decision environment, reducing consumer cognitive burden and other empirical biases. Following this is an original study based on empirical data that hi
{"title":"JIFAM Special Issue on Experiential Marketing: Perspectives from the International Agro-food Sector","authors":"M. Ingrassia, S. Chironi, C. Bellia","doi":"10.1080/08974438.2022.2073148","DOIUrl":"https://doi.org/10.1080/08974438.2022.2073148","url":null,"abstract":"Globalization in the food sector has increased over the past few decades, resulting in consumers finding little differentiation between food products, and consumers who are less loyal to the brand. To help overcome this problem, food companies are trying to shift the consumer’s attention from the product itself toward other elements, such as the experience they have with the brand/product and the emotions that derive from it, through Experiential Marketing. The rise of Experiential Marketing has led to businesses advertising and selling their offerings based on experiences rather than just the characteristics and quality of the product, meaning consumers are increasingly motivated by emotional factors in their purchasing decisions. Experiences are not self-generated but induced by different stimuli that consist of preand post-purchase marketing initiatives. Businesses need to recognize that a good experience should be embedded in the “value proposition” of every product, as the consumer wants to buy an enjoyable and engaging experience, and this will help consolidate a successful brand. Experiential Marketing has the potential to be effectively applied in the Agro-food sector and significantly influence consumers’ food purchasing choices. In the Agro-food sector it is easier to think about sensorial experiences when talking about the experience, and often Sensory Marketing is used by food businesses. In fact, the sensory characteristics of food are the primary drivers of liking for consumers when they make their purchase choices. Experiential Marketing in the Agro-food sector can receive valuable inspiration from different fields. For example, it can use information from advances in food processing technology; that is, it may evoke emotions through sensorial stimuli of an experience in an agricultural environment in which food becomes an eco-systemic agro-environmental service. This special issue encompasses contributions from Experiential Marketing researchers, and covers topics such as, consumers sensory and emotional experiences, brand experience, and consumer perceptions of food quality. The papers that compile this special issue explore Experiential Marketing in the Agro-food sector and provide insights of its effects on consumer engagement through an international perspective. The special issue starts with an exploratory study that investigates consumers’ sensory acceptance and willingness to pay for coffee drinks in a real caf e in Germany. Contrary to laboratory studies, consumers’ experience was studied in a natural consumption environment under blind conditions, in order to gain knowledge on sustainable food choice behavior in a real-life situation. It was based on the assumption that context can influence consumer perceptions and daily habits are valuable for reflecting a multi-faceted decision environment, reducing consumer cognitive burden and other empirical biases. Following this is an original study based on empirical data that hi","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43812277","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：