Food products: marketing and consumer behaviour - Decision making

3 important questions on Food products: marketing and consumer behaviour - Decision making

What are the 6 concepts of the decision making model?

  1. Problem recognition
  2. search behaviour
  3. evaluating alternatives
  4. purchase / choice
  5. post-purchase experience
  6. feedback and repeat choice

What are the three product attributes?

  • Search attributes / quality cues
    • choice made based on senses -> brands, colour, price
  • experience attributes
    • attribute verified through senses of consumption
    • sensory quality (taste), convenience (gemakt) social value
    • immediate feedback
  • credence attributes (geloofwaardigheid)
    • cannot be identified by individual consumption
    • regards health, environmental aspects etc.

Maslow's law for food:

  • First: food security
  • second: food safety
  • third: taste, price, convenience
  • fourth: health
  • fifth: sustainability
  • sixth: moral

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