ISHS Acta Horticulturae 155: VIII Symposium on Horticultural Economics
INNOVATIVE CONSUMPTION BEHAVIOR ON THE FOOD MARKETS |
| Author: | R. Buchholz |
| Abstract:
The problems involved in the prediction of changes in food consumption are becoming increasingly important in marketing analysis. Variables derived from microeconomic theory have recently proved to be unreliable indicators for the estimate of future demand for food products. Closely related to the problem of prediction is the theory of diffusion. Especially in the field of marketing diffusion refers to the flow of new products or practices within a social system. To identify innovators and to study their behavior enables to predict changes in food consumption, before a greater number of people follows the example of the innovators. In this paper results of an empirical investigation are reported dealing with the identification of innovators for food products. Furthermore, attention is drawn to the traits of innovators, and the efficiency of these results for the prediction of quantitative or qualitative changes in food consumption. | |
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