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Managing Perceived Risk as a Marketing Strategy for Beef in the UK Foodservice Industry

Author

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  • Hornibrook, Susan A.
  • Fearne, Andrew

Abstract

Within the UK retail sector, relationships between retailers, processors and farmers have changed, as vertical co-ordination has emerged as a strategy to manage the perceived risks associated with the consumption of beef. However, little attention has been given to the examination of contractual relationships within the foodservice sector. This paper presents the results of a case study investigating the degree to which vertical co-ordination as a niche marketing strategy by one foodservice supplier has been successful in managing the perceived risk associated with fresh beef for their independent catering customers.

Suggested Citation

  • Hornibrook, Susan A. & Fearne, Andrew, 2003. "Managing Perceived Risk as a Marketing Strategy for Beef in the UK Foodservice Industry," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 6(3), pages 1-24.
    • Handle: RePEc:ags:ifaamr:34391
    DOI: 10.22004/ag.econ.34391
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    References listed on IDEAS

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    1. Tanya Roberts & Jean C. Buzby & Michael Ollinger, 1996. "Using Benefit and Cost Information to Evaluate a Food Safety Regulation: HACCP for Meat and Poultry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(5), pages 1297-1301.
    2. Diamond, William D, 1988. "The Effect of Probability and Consequence Levels on the Focus of Consumer Judgments in Risky Situations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 280-283, September.
    3. Peter, J Paul & Tarpey, Lawrence X, Sr, 1975. "A Comparative Analysis of Three Consumer Decision Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(1), pages 29-37, June.
    4. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(3), pages 488-500.
    5. Derbaix, C., 1983. "Perceived risk and risk relievers: An empirical investigation," Journal of Economic Psychology, Elsevier, vol. 3(1), pages 19-38.
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    Cited by:

    1. Fritz, Melanie & Fischer, Christian, 2007. "The Role of Trust in European Food Chains: Theory and Empirical Findings," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 10(2), pages 1-24.

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