进入超市货架:零售类别经理对回收食品制造商的建议

M. Thorsen, Fiona Nyhof, Francesca Goodman-Smith, Jonathan Michael Deutsch, M. Mirosa
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引用次数: 3

摘要

摘要:再生食品是一种新的方式,可以向消费者传达用副产品或无法销售的农产品生产新食品的古老过程。消费者对购买升级食品持开放态度,但超市中这些产品的供应有限。确保货架空间将有助于确保这一趋势的发展。因此,这项研究确定了品类经理批准零售的升级产品的启用属性。使用德尔菲技术对零售类别经理进行了七次半结构化的定性访谈。类别经理通过两个视角来评估新产品,一个是以客户为中心的视角,他们寻求新产品能够满足已确定的客户需求的证据;另一个是供应商为中心的镜头,他们寻求对制造商的营销计划、定价结构和相关类别架构中的产品布局的信心。这项研究为食品行业的利益相关者提供了指导,并呼吁回收食品制造商采取行动。
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Accessing Supermarket Shelves: Retail Category Managers Advice to Upcycled Food Manufacturers
ABSTRACT Upcycled food is a new way of communicating to consumers the age-old process of creating new foods from by-products or unmarketable produce. Consumers are open to the idea of purchasing upcycled foods yet the availability of these products in supermarkets is limited. Securing shelf space will help to ensure the growth of this trend. Therefore, this research identified the enabling attributes of upcycled products that category managers approve for retail. Seven semi-structured, qualitative interviews were conducted with retail category managers using the Delphi technique. Category managers assess new products through two lenses, a customer-focused lens where they seek evidence that a new product can meet an identified customer demand, and a vendor-focused lens through which they seek confidence in the manufacturer’s marketing plan, pricing structure, and product placement within the relevant category architecture. This research delivers guidance for food industry stakeholders and serves as a call to action for upcycled food manufacturers.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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