17 NOVEMBER 2011
UNDERSTANDING CUSTOMERS, UNDERSTANDING FOOD: 20 YEARS OF
RESEARCH AT THE MAPP CENTRE
KLAUS G. GRUNERT
TATIONpRÆSEN
KLAUS G. GRUNERT
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN
THE FOOD SECTOR
AARHUS UNIVERSITY
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
MAPP 1991 - 2011
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
› The Research and DevelopmentProgram for the Danish Food Sector
(FØTEK)› ’Frame program’ 1991-1994
› Research centre since 1995
Understanding
food customers
and making use of
this knowledge
2
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
Scientific
Funding
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
3
Practical
impact
Scientific
impact
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
4
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
250
300
350
400
# c
ita
tio
ns
Citations of MAPP publication per year
1991-2010
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
5
0
50
100
150
200
250
1 2 3 4 5 6 7 8 9 101112131415161718192021
# c
ita
tio
ns
6
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
MAPP
Scientific
field
Industry Research
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
7
MAPPIndustry
and
society
Research
users
Research
projects
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
INDUSTRY AND SOCIETY
• Process orientation, quality control, homogeneous raw
materials
• Differentiation for domestic markets
• Global trading
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
8
• Globalization also for differentiated products
• Chain integration
• Market orientation
• Biotechnology and customer insight
• Customization
• Social responsibility – healthy eating, sustainability
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
SCIENTIFIC FIELD
• Agricultural economics – focus on prices and quantities
• Sensory science – focus on the physical product
• Marketing and consumer psychology – little interest for food
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
9
• Agricultural economics starts to work with differentiated
food products, drawing on methods from marketing and consumer psychology
• Sensory science integrates the role of information
• Towards cross-disciplinary analysis
• The physical and the informational product
• Psychology, neuroscience, economics
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
RESEARCH USERS
• Informal knowledge on consumers,
mostly restricted to domestic market
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
10
• Data-based knowledge on consumers
on domestic and major export markets
• Science-based consumer insight
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
RESEARCH PROJECTS
• Means-end chains, food-related
lifestyle, new product development
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
11
• Quality perception, technologyacceptance
• Healthy eating, sustainability
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
Values Lifestyle Product
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
12
Insight
New product development
Competitiveness
Healthy eating
Sustainability
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
Banovic et al., 2010
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
14
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
5.5
0
0,2
0,4
Attractive Healthy Natural Tasty
Denmark
4,60
4,80
5,00
5,20
5,40
5,60
5,80
Conventional pork
None Free-range pork
Organic pork
Me
an
ove
rall
acce
pta
bili
ty r
atin
g
Label information
Conventional
Organic
Actual meat type:
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,8
Before purchase After
consumption
Eatin
g
qual…
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
15
3
3.5
4
4.5
5
0 months 2 months 4 months
expectation
-1,4
-1,2
-1
-0,8
-0,6
-0,4
-0,2 Finland
Iceland
Norway
Swedenp < 0.001
p < 0.001
p < 0.001
p < 0.001
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
Values
Qualityaspects
Consumptionsituations
Cookingmethods
Ways ofshopping
Purchasingmotives
Domain-specific
concept of
lifestyle
tradition
uninvolvedinvolved
innovation
conservative
rational
adventurouscareless
uninvolved
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
16
Perceptions Behavior
aspects situations methodsshopping
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
self-esteem
self-confidence
social acceptance
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
17
acceptance
slimming
fewer calories
low fat
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
General socio-political attitudes
Attitude
to technologyAttitudinal Risk/benefit
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
18
to technology
Specific risk/benefits evaluations
inferenceRisk/benefit
trade-off
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
.203
.150
.133
.140
.140
.00 .05 .10 .15 .20 .25 .30 .35 .40
Control
Social values ad
Innovativeness ad
Product information
Balanced information
Expected value underconditions of random choice
Probability that labelled GM product is preferred to three conventionally produced competitor brands
Concern for
the
environment
Natural
Preserve
vitamin
contentProduct
without
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
19-0.20
-0.10
0.00
+0.10
+0.20
+0.30
+0.40
+0.50
�
�
�
Information about GMtechnology, then test
of clearly labelled product
Blind test of same butunlabelled product,then information
about productand GM technology
Only informationabout GM technology,
no product test
******
n.s.
Att
itu
de c
han
ge e
ffect
(sta
ndard
ised d
evia
tion s
core
, re
lative
to c
ontr
ol p
opula
tion)
Attitude
towards food
producers
Attitudes towards
new technologies
Concern for
body and
health
environment
Fear of
electricit
y
PEF
process
Informati
on deficit
Innovativen
ess in
general
More
expensive
products
Name of
technolog
y
Natural
product
s
Not
saf
e
ProcessNega
tive
ProcessPositiv
e
without
preservatives
Scepticis
m/mistru
st
Similarit
y to
irradiati
on
Similarity to
micro- wave
oven
Unnatura
l
products
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
Health cues on product
packages
Visualattention
Package designcharacteristics
Other situational factors
Salienceof healthmotive
Other salient motives
Product choice
0
10
20
30
40
50
60
70
Healthiest
Least healthy
%
answ
ers
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
1 2 3 4 5 6 1 2 1 2
Class 1
38%
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
20
packages
Consumercharacteristics
motive
Sensoryprofiles
Productcharacteristics
Evaluativeconditioning
Individual differences
in health motivation
choice
Peers’
consumption
of
vegetables
Parents’
consumptio
n of
vegetables
Children’s
consumptio
n of
vegetables
Self-
efficacy
.23
.33
.20
.28
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
RESEARCH PROJECTS
• Means-end chains, food-related
lifestyle, new product development
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
21
• Quality perception, technologyacceptance
• Healthy eating, sustainability
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
MAPP
Scientific
field
Industry Research
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
22
MAPPIndustry
and
society
Research
users
Research
projects
MAPP CONFERENCE 2011
KLAUS G. GRUNERT
17 NOVEMBER 201117 NOVEMBER 2011
PERSPECTIVES
› Food choice, health and sustainability
MAPP CENTRE FOR RESEARCH ON CUSTOMER
RELATIONS IN THE FOOD SECTOR
› Food choice, health and sustainability
› Consumer-oriented innovation in the food chain
› Consumer choice in retailing and food service environments
› Diversification of methods (non-verbal techniques, eye-tracking, priming,
observation)
Dias 23
