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An Analysis of the Decision Structure for Food Innovation on the Basis of Consumer Age

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  • Barrenar, Ramo
  • García, Teresa
  • Camarena, María

Abstract

Food innovations have high failure rates. One reason is due to not understanding what motivates consumers’ product selections. This study analyzes consumer decision making strategies according to age ranges and their preferences for novel food products. Utilizing the means-end chain theory, our results show age is not a factor in consumption decisions with familiar products. However, the structure becomes more complex in the case of novel food items, especially among young consumers.

Suggested Citation

  • Barrenar, Ramo & García, Teresa & Camarena, María, 2015. "An Analysis of the Decision Structure for Food Innovation on the Basis of Consumer Age," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(3), pages 1-22, September.
    • Handle: RePEc:ags:ifaamr:208499
    DOI: 10.22004/ag.econ.208499
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    References listed on IDEAS

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    1. Dickerson, Mary Dee & Gentry, James W, 1983. "Characteristics of Adopters and Non-Adopters of Home Computers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 225-235, September.
    2. Botschen, Gunther & Hemetsberger, Andrea, 1998. "Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization," Journal of Business Research, Elsevier, vol. 42(2), pages 151-159, June.
    3. Walker, Beth A. & Olson, Jerry C., 1991. "Means-end chains: Connecting products with self," Journal of Business Research, Elsevier, vol. 22(2), pages 111-118, March.
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