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How changes in consumer behaviour and retailing affect competence requirements for food producers and processors

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  • Grunert, Klaus G.

Abstract

This paper analyses the changing competence requirements which members of the food chain face in their pursuit of competitive advantage. Two groups of trends serve as point of departure: more dynamic and heterogeneous consumer demands, which can be analysed in terms of consumer demands for sensory, health, process and convenience qualities, and changing roles for retailers in the food chain. Based on these trends, it is argued that competencies which can increase producers' level of market orientation get increased weight in the attainment of competitive advantage, and three types of competencies are singled out as especially important: consumer understanding, relationship management, and new product development. The development of market-related competencies aimed at exploiting trends in consumer behaviour and retailing will also entail changing forms of cooperation among members of the value chain, which favour both new ways of adding value but also new ways of matching consumer heterogeneity with heterogeneity in agricultural raw materials.

Suggested Citation

  • Grunert, Klaus G., 2006. "How changes in consumer behaviour and retailing affect competence requirements for food producers and processors," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 6(11), pages 1-20.
    • Handle: RePEc:ags:earnsa:8007
    DOI: 10.22004/ag.econ.8007
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    References listed on IDEAS

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    Cited by:

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    2. W. A. Rijpkema & E. M. T. Hendrix & R. Rossi & J. G. A. J. Vorst, 2016. "Application of stochastic programming to reduce uncertainty in quality-based supply planning of slaughterhouses," Annals of Operations Research, Springer, vol. 239(2), pages 613-624, April.
    3. Azucena Gracia, 2014. "Consumers’ preferences for a local food product: a real choice experiment," Empirical Economics, Springer, vol. 47(1), pages 111-128, August.
    4. Michał Pietrzak & Aleksandra Chlebicka & Paweł Kraciński & Agata Malak-Rawlikowska, 2020. "Information Asymmetry as a Barrier in Upgrading the Position of Local Producers in the Global Value Chain—Evidence from the Apple Sector in Poland," Sustainability, MDPI, vol. 12(19), pages 1-21, September.
    5. Vincenzo Girgenti & Stefano Massaglia & Angela Mosso & Cristiana Peano & Filippo Brun, 2016. "Exploring Perceptions of Raspberries and Blueberries by Italian Consumers," Sustainability, MDPI, vol. 8(10), pages 1-16, October.
    6. Schneider, Thea & Hartmann, Laura & Spiller, Achim, 2015. "Luxusmarketing bei Lebensmitteln: Eine empirische Studie zu Dimensionen des Luxuskonsums in Deutschland," DARE Discussion Papers 1502, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    7. Izquierdo-Yusta, Alicia & Martínez–Ruiz, María Pilar & Pérez–Villarreal, Héctor Hugo, 2022. "Studying the impact of food values, subjective norm and brand love on behavioral loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Simona Bigerna & Andrea Marchini & Silvia Micheli & Paolo Polinori, 2023. "Pre- and during COVID-19: Households’ Willingness to Pay for Local Organic Food in Italy," Sustainability, MDPI, vol. 15(13), pages 1-18, June.
    9. Marescotti, Maria Elena & Caputo, Vincenzina & Demartini, Eugenio & Gaviglio, Anna, 2020. "Consumer preferences for wild game cured meat label: do attitudes towards animal welfare matter?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(4), June.

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