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Food safety concern Incorporating marketing strategies into consumer risk coping framework

Food safety concern Incorporating marketing strategies into consumer risk coping framework Purpose – The purpose of this paper is to examine how the incorporation of marketing elements into consumer risk coping strategies affects consumer purchase decision during periods of food safety concern. Design/methodology/approach – This research used a structured questionnaire administered to a convenience sample of 216 respondents. By using logistic regression, a consumer risk coping framework incorporating marketing strategies was successfully developed to test the impact of brand and quality assurance, price reduction, availability in all stores and endorsement from an independent organization, which may not act alone but combine with each other during food purchase. Findings – The research confirms that consumers adopt risk coping strategies in time of food risk concern and their coping strategies include marketing elements such as brand and quality assurance, price reduction, availability in all stores and endorsement from an independent organization. Practical implications – The framework helps marketers to predict the effect of their marketing plan by incorporating consumers' risk coping strategies, in turn to improve consumers' purchase intention when perceived food safety risk exists. Originality/value – This research demonstrates how marketers can incorporate marketing strategies in a consumer risk coping framework, in order to provide an insight for the industry to evaluate the effectiveness of their marketing strategies in times of food safety concern. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Food safety concern Incorporating marketing strategies into consumer risk coping framework

Ruth Yeung; Wallace M.S. Yee
British Food Journal , Volume 114 (1): 14 – Jan 20, 2012
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References (54)

Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070701211197356
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine how the incorporation of marketing elements into consumer risk coping strategies affects consumer purchase decision during periods of food safety concern. Design/methodology/approach – This research used a structured questionnaire administered to a convenience sample of 216 respondents. By using logistic regression, a consumer risk coping framework incorporating marketing strategies was successfully developed to test the impact of brand and quality assurance, price reduction, availability in all stores and endorsement from an independent organization, which may not act alone but combine with each other during food purchase. Findings – The research confirms that consumers adopt risk coping strategies in time of food risk concern and their coping strategies include marketing elements such as brand and quality assurance, price reduction, availability in all stores and endorsement from an independent organization. Practical implications – The framework helps marketers to predict the effect of their marketing plan by incorporating consumers' risk coping strategies, in turn to improve consumers' purchase intention when perceived food safety risk exists. Originality/value – This research demonstrates how marketers can incorporate marketing strategies in a consumer risk coping framework, in order to provide an insight for the industry to evaluate the effectiveness of their marketing strategies in times of food safety concern.

Journal

British Food Journal – Emerald Publishing

Published: Jan 20, 2012

Keywords: Consumer behaviour, Food safety, Marketing strategy; Food safety risk; Risk coping strategy; Logistic regression

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