Business and Consumer perspectives on Food Quality (FQD10306)
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Lecture 1 Introduction to food quality
Introduction
Quality is a concept that is difficult to define because
- You cannot measure quality as a whole
- It is interpreted differently by varying stakeholders
Two definitions of quality
- A desirable characteristic a product must have (ISO)
- Meeting or exceeding customer or consumer expectations (Lunes and Marcelis)
In short it means that quality is made up by the sum of different characteristics of a product
and the way it is perceived by stakeholders.
There are two types of measurements to determine product attributes
- Using instruments
- Using human beings
The goal of businesses is to create a safe product and make profits to continue being able to
exists. The goal for consumers is to get a product that meets or exceeds their expectations.
And the goal for governmental organizations and authorities is to priorities safety,
sustainability and fair-trade.
Consumer perspectives: types and trends
The consumer is heterogeneous that means that depending on the situation, the moment or
specific need, one consumer might choose completely differently on one point compared to
the other (Like a cross-sectionel set up that measures the same thing but gets completely
different results). Quality perception is in this case not something across consumers that is
set in stone but can change at any given moment.
Their focus when buying groceries lays on minimally processed foods which are locally
produced. This is sustainable because of the lower carbon emissions needed to get the food
to the store, minimally processed foods mean that it is food that is slightly altered so they
can be more easily stored, prepared and eaten: this does not change the nutritional content
of the food.
- Nature and animal friendly consumers (Focus: animal welfare)
,This group searches for food that is produced in an animal friendly way or with great care for
animal welfare, also firmly against GMO’s.
- Healthy consumers (Focus: health)
The main goal for these consumers is to buy products that positively contribute to their
health, this is through food, exercise and other things
- Convenience consumers (Focus: time)
The main goal for this consumer is convenience and saving time
- Hedonistic consumers (Focus: taste)
This type of consumer wants to fully enjoy food, preferably in good company
- Price conscious consumers (Focus: money)
A good price quality ratio is important for this customer
- Variation seeking consumers (Focus: change)
They regularly want to try a new product or new version.
De percepties en behoeften en vorm consument kunnen ten allen tijden veranderen,
voorbeelden zijn
- Milieubewustzijn
- Op kamers gaan
- Gezondheid/ziekte
- Social media
- Milieuaspecten
- Merk en marketing
- Communicatie
- Prijs
,Intrinsieke en extrinsieke attributen samen maken een kwaliteitsperceptie van de
consument
Business perspective: new product development
New Product Development roughly consists of the following steps
- Researching consumer needs
- Developing ideas: a complete innovation or an improvement
- Defining ingredients needed and finalizing the recipe
- Choosing a production, processing and packaging method
- Determining which information needs to be on the package
- Defining and executing a marketing strategy to reach targeted consumers
Quality attributes
Product attributes: an overview
Product characteristics or attributes are important aspects of a product to determine the
quality
Intrinsic attributes: characteristics of a product that change the product (taste, colour,
texture)
Extrinsic attributes: characteristics that do not change the product only things around the
product (label, brand, price)
Intrinsic attributes
- Safety
Biological safety --> the absence or presence of microrganisms determines biological safety.
Chemical safety --> food sensitivities cause someone to get ill. Intoxicants are substances
from the environment or substances that are already present in the product that cause a
reaction in everybody that comes into contact with this food
Physical safety --> the presence of substances or part of substances that simply should not
be there
- Health
How healthy a product is, is determined by its nutritional value.
Extrinsic attributes
Some examples of extrinsic attributes related to food
- Environmental aspects
- GMO’s
- Marketing and brand management
- Packaging
- Communication
- Price
Total food quality model
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