Aceptación de innovaciones alimentarias por parte de los consumidores: análisis del concepto de innovación, factores determinantes de su adopción, estructura de decisión
2011
Akyokus, C.
The food sector has been facing an increasingly competitive market for some years; hence to adopt a market oriented innovation strategy has been converted into a crucial factor for survival of the companies. The principal objective of this study has been to determine the role that play different socio-demographic variables and consumer innovativeness in acceptance of innovations and the possible differences in the cognitive structure for different types of food innovation (fair trade coffee as an incremental innovation and coffee capsules as a radical innovation) through means-end chain theory. The results show that the base product is consumed more habitually compared with the innovations and the consumers show a more complex decision making structure concerning innovative products. Besides, key features in determining the buying decision have been ‘age’ and ‘level of education’ and more innovative consumers have proved to be younger and with a higher level of education
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