The usefulness of a means end chain analysis approach to new food product development in the retail sector /
This case study takes place in the context of a grocery retailer seeking to develop a new own-brand line of products informed by consumer trends and desires. The retailer (Smiths) is keen to conduct some consumer research to inform development and marketing of a new plant-based product range. Smiths...
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| Format: | eBook |
| Language: | English |
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London :
SAGE Publications: SAGE Business Cases Originals,
2023.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | This case study takes place in the context of a grocery retailer seeking to develop a new own-brand line of products informed by consumer trends and desires. The retailer (Smiths) is keen to conduct some consumer research to inform development and marketing of a new plant-based product range. Smiths is considering the usefulness of a Means End Chain Analysis approach to elicit information from consumers to inform plans for this range. The following case presents an overview of the Means End Chain Theory and its use in food product development and marketing, then presents the scenario facing Smiths. Students are asked to consider the implications and usefulness of this approach for food marketing generally, and to specifically analyse the usefulness or weaknesses of this approach for Smiths in the outlined context. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781529621952 152962195X |