Tools and methods in the food retail marketing
2001
Molnar, A.
Also in the food sector the retail trade has become one of the most spectacular fields of competition for gaining consumers. The food traders bargaing position getting more and more strong as well as the transforming consumers habits required adjustment from the manufacturers; finally all these have enforced the enlargement of food marketing arsenal together with the innovative and intebsuve application of the new methods. Food safety, consumers' confidence, focusing of health and nutrition as well as the international conformity of regulations are all included in the food strategic priorities. In order to grow turover and profit the customers' requirements and expectations should be mapped more completely and in this way they have to be met. It has become very important for food manufacturers to implement marketing methods and ECR (Efficient Consumer Response) that have already been applied in the West for long time enabling them to react on the consumers' demands. Development of the electronic data processing has made it possible for marketing research to analyse and follow up informations that were hardly accessible earlier and to recognize exactly changes in the consumers' behaviour and products sales trends
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