Customer Preferences

Question 1

Value for money (EU)

Answer 1

Taste (consistently pleasant)
Bargain
Convenient (more after Easter)
Authentic
Healthy

Question 2

Authenticity (2 aspects)

Answer 2

Trustworthy
Safe (no unnecessary health risk)
Honest (appearance, information)
Engagement and responsiveness

Ethical values
Fairness in the supply chain
Support local economy
Support environment

Question 3

Healthy

Answer 3

-Reliable information
Consistency among experts
Correspond with own experience

-Perceived health benefits well-being
Preferred food tastes best
Better diet for children than for one self

Question 4

Customer preferences in US

Answer 4

1. taste
2. Price
3. Healthy
4. Convinience
5. sustainability

Question 5

Initial purchasing decisions

Answer 5

1. Appearance
2. Price
3. Buy it or don’t buy it based on these

If bought

4. Consume it
5. Buy it again or don’t

Question 6

Repeat purchasing decisions

Answer 6

1. Notice it
2. Recognise it
3. Assess price
4. Buy it again or don’t

This is critical point, if buy again likely to buy it every week, if don’t buy it again likely to never buy it again

This is why consistency is so important

Question 7

Looked for in new products:

Answer 7

-Pleasure
Taste
Convenience
Ethical values

-Support intended lifestyle (supporting lifestyle you have but also lifestyle you want to have)
Income group 
Age group
Adventurous
Health conscious

-Convenience
Rapid purchase and consumption
Quenches appetite quickly
Lack of cooking skills (or interest)

-Health
Fresh food
Few or no additives etc.
Documented value for health

Question 8

Presently popular food

Answer 8

-Gourmet food
Made with care and devotion
Exclusive (limited supply)
Experimental, daring
Sight, taste and aroma
Connects with romantic image

Question 9

Recently successful innovations

Answer 9

Sugary cereals & sweet snacks
Pre-cut salads
Burgers & pizzas & fizzy drinks
Exotic fruit juices
Scaling up to reduce costs (more transport)
Year-round availability