Food Values and the Spanish Consumer: Evidences Obtained in Different Segments-Juniper Publishers

Food Values and the Spanish Consumer: Evidences Obtained in Different Segments (NFSIJ)- Juniper Publishers

 Food Values and the Spanish Consumer: Evidences Obtained in Different Segments by María Pilar Martínez-Ruiz in Juniper in NFSIJ

These days, consumers' food purchases revolve around a great variety of products with very diverse characteristics. In this context, it behooves retailers to understand how consumers evaluate such products in different grocery retailing stores. In this vein, the present work makes two contributions: first, we offer a brief review of the relevant literature that highlights how consumers' fundamental interest has shifted from food attributes to food values; second, we empirically analyze how consumers currently assess said food values. To accomplish the second aim, we gathered survey data among 708 Spanish consumers in April 2017 and analyzed the results using diverse descriptive statistics. We found that hedonic and utilitarian food values (i.e., taste, safety and price) are generally more important to consumers than values such as fairness, product origin, or environmental impact. Notably, these results shift based on the segment of consumer being considered. From these results, we derive numerous strategic recommendations for producers and grocery retailers.

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