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Author(s): Johana Paluchová, Jakub Berčík

Title: New Research Possibilities for Feedback on the Dairy Product Market

Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings

ISBN: 978-80-7598-180-6


Publisher: Wolters Kluwer ČR, Prague

PY, pages: 2018, 520-532

Published on-line: 2018-11-09

Language: eng

Abstract: The increasing of milk and consumption is one of the world´s leading problem in food and nutrition policy, whose eating has an irreplaceable health benefit. For this reason, feedback of customer preferences is needed for obtaining the data, if the consumption of milk and dairy products increase/decrease. Several surveys show that a customer, when he/ she enters to a shop does not have a clear idea, what to buy. To influence the consumer´s shopping process directly in the store on the basis of various impacts and impulses is the role of merchandising and in-store communication. A key aspect is the effectiveness and efficiency of these communication tools, which can be achieved not only by conscious but also by ignorant feedback from both current and potential consumers. The paper theoretically presents the new research possibilities and survey´ technologies and underlines the growing need for their implementation in the form of innovative research solutions, which are required in verification of effectiveness of all spectrum of communication tools on the dairy products ‘market. These devices make it possible to examine the satisfaction (emotions, visual attention) as well as environmental factors, not only with the consciousness of the respondent (research vest, modified shopping trolley) but also without its full consciousness (interactive automated self-service kiosks, reaction time questionnaires). The interpretation of obtained data provides new opportunities for firms, which make business and sale of dairy products and offers new opportunities in design proposal and implementation of communication strategies.

Keywords: consumer’s decisions making, dairy products, emotions, innovative research tools, technologies

JEL Classification: M31, M39, M81

Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
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