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Consumer Risk Perceptions in the Breakfast Cereal Market

Consumer Risk Perceptions in the Breakfast Cereal Market The idea that risk could be a motivating factor in consumerschoice of breakfast cereal seemed less than plausible on firstconsideration. However, reports an investigation of secondary sources,some focus groups and a survey of 180 shoppers which revealed that thisinitial reaction was unfounded and that risk appeared significant inaffecting consumers purchasing behaviour. The most important risks werethose of taste and nutritional value. The most important risk relieverswere choosing a wellknown brand and obtaining free samples. Thefindings seem to support the high advertising spends characteristic ofthe market, but question the widespread use of celebrity endorsements. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Consumer Risk Perceptions in the Breakfast Cereal Market

Mitchell, V.W.; Boustani, Pari
British Food Journal , Volume 94 (4): 10 – Apr 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/00070709210011534
Publisher site
See Article on Publisher Site

Abstract

The idea that risk could be a motivating factor in consumerschoice of breakfast cereal seemed less than plausible on firstconsideration. However, reports an investigation of secondary sources,some focus groups and a survey of 180 shoppers which revealed that thisinitial reaction was unfounded and that risk appeared significant inaffecting consumers purchasing behaviour. The most important risks werethose of taste and nutritional value. The most important risk relieverswere choosing a wellknown brand and obtaining free samples. Thefindings seem to support the high advertising spends characteristic ofthe market, but question the widespread use of celebrity endorsements.

Journal

British Food Journal – Emerald Publishing

Published: Apr 1, 1992

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