Las actitudes de los consumidores ante la innovación alimentaria
2017
Snoussi, Y.
Due to globalization, the food sector faces, on one hand, an increasingly competitive market and, on the other hand, a much more complex and demanding consumer. Agro-food companies must adapt to this growing complexity and undergo profound changes in order to remain competitive in the market. Consequently, innovation has become a fundamental tool for companies in the agro-food industry to develop and evolve not only at the level of production processes but also in the promotion and marketing of products and services. The aim of this work is to analyze consumer attitude towards food innovation in order to identify the main segments of the market and to propose specific marketing strategies to introduce innovative products in these segments. For the realization of this project, information has been collected from consumers through the application of questionnaires where it was sought to observe their habits and attitudes towards food innovation. The data obtained was analyzed using statistical methods through univariate, bivariate and multivariate analyses: in particular the analysis of main components, using SPSS Version 13.0 and SPAD 5.0 software. Based on these statistical analyzes, certain conclusions were obtained about the evaluated aspects and some recommendations are proposed directed to the managers of agro-industry food companies in the region of Pamplona in order to contribute to a better management of the innovation taking into account the expectations of consumers
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