Willingness to Try Innovative Food Products: a Comparison between British and Brazilian Consumers
Journal Title: BAR: Brazilian Administration Review - Year 2009, Vol 6, Issue 1
Abstract
In this study we investigate the consumer’s willingness to try innovative food products in the context of the metropolitan area of Porto Alegre in Brazil and Cirencester in England, UK. Innovation in the food industry is an important source of differentiation and a value-adding opportunity for managers to develop new products. Therefore, the adoption or rejection of innovative food products becomes strategic from a market point-of-view. Using the Domain Specific Innovativeness [DSI] scale and the Food Neophobia Scale [FNS], two surveys were carried out in Brazilian and British universities with 279 and 101 respondents, respectively. Consumers were not the most inclined to adopt innovations, but they were not afraid of new foods either, especially in the UK. Managers in the food industry could be missing out on opportunities to innovate more. The results provide strategic and unique information about consumers for the food industry, aiming at supporting the development of innovative food products.
Authors and Affiliations
Barcellos, Marcia Dutra de; Aguiar, Luís Kluwe; Ferreira, Gabriela Cardozo; Vieira, Luciana Marques
Keywords
Related Articles
- EP ID EP40439
- DOI -
- Views 267
- Downloads 0
Organizational Culture and Discourses: a Case of Change in a Brazilian Public Organization
This work analyses the use of the discourse as a strategy for the dissemination of new cultural values in a State Secretary beginning in 1995. For this purpose, discourse analysis was used according to the concept by Fi...
Credibility, audacity and joy: Brand personalities that connect users to social media
The main purpose of this article is to evaluate the influence brand personality has on customer loyalty in the context of social networks as brands. We conducted a survey of 268 social networks users in Brazil and analy...
International HR Strategy in Brazilian Technology Multinationals
Four cases of Brazilian Multinationals from the information technology [IT] sector were compared in their international Human Resources strategy. The analysis is focused on the development and application of two resear...
Moderating Effects of Sales Promotion Types
This paper aims to analyze the influence sales promotion types have on the relationship between perception of financial risk and perception of utilitarian and hedonic value on consumer purchase intentions. To this end,...
Leadership, Personal Values, and Cultural Context in Brazil, China, and the USA
This research examines the association between configurations of personal values and managerial incumbency among professionals in Brazil, the US, and Asia. Our research is different from classical leadership research as...