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Consumer’s Attitude and Perception of Fresh Seafood Products : Cognitive Effects on Behaviour buying Stéphane Gouin - Lucile Mesnildrey – Lesueur Marie.

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Presentation on theme: "Consumer’s Attitude and Perception of Fresh Seafood Products : Cognitive Effects on Behaviour buying Stéphane Gouin - Lucile Mesnildrey – Lesueur Marie."— Presentation transcript:

1 Consumer’s Attitude and Perception of Fresh Seafood Products : Cognitive Effects on Behaviour buying Stéphane Gouin - Lucile Mesnildrey – Lesueur Marie Agrocampus Ouest CFR Rennes, Pôle halieutique 65 rue de Saint Brieuc - CS 84215 – 35042 Rennes Cedex, France EAFE, 1st-2nd June 2010 - University of Helsinki, Finland

2 PLAN 1.Consumer’s behaviours 1.1. Attitudes and habits 2.2. Perceptions and motivations 3.3. Expectations and needs 2.Strategic consequences in french food retailing

3 1. Consumer’s behaviours

4 Cogépêche Research Project Goals : Assess consumer’s expectations and purchasing habits depending on the way of distribution. Propose new trails of valorisation for fresh seafood products.

5 Context Evolution of the fresh seafood products markets partly due to the globalization of the market. Evolution of the consumer’s taste and behaviour face to the fresh seafood products Evolution of the fresh seafood products perception Occurrence of the industrialised fishing production Development of the medium and large grocery stores

6 Attitudes & Habits Perceptions & motivations Expectations & Needs Consumer Behaviours 1 2 3 Stimuli Insights

7 Methodology Consumers expectations analysis Focus group Trade off Cognitive dissonance Cognitive chains Delphi Method Methodology regrouping several analyses 5 kind of surveys have been set up: Study realized in 2009

8 18 focus group have been realised during the last month with 6 to 10 people each time 850 people have been interviewed in order to specify the ideal seafood product for consumers 50 interviews to confirm (or to invalidate) expectations, needs and behaviour of seafood products consumers according to professional’s viewpoint 100 analysis of seafood products characteristics and determination of their importance in the decision of purchasing act 150 analysis of consumer’s habits, conviction, belief, behaviour about seafood products and the contradiction between them Trade off Focus group Delphi Method Cognitive dissonance Cognitive chains

9 30 Fishmongers 5 Markets 111 Hypers and supermarkets Cognitive dissonance

10 1.1. Attitudes and habits

11 Habits and behaviours : Marketing Channel Source : FranceAgriMer, 2009 Noble species Basic species Hyper and super markets Market prices Easy to access Great choice Stalls attractivesBut Lake of professionalism Markets Good report Quality/price Freshness Choice ProfessionalismBut Price sometime high Fishmongers Stalls attractives Freshness guaranteed Convivial ambiance Confidence But Price sometime high Basic frame

12 Buying frequency % Frequencies

13 Context involving buying act : Events : diner, birthday, wedding Festivities : Christmas, Easter, New year …

14 2.2. Perceptions and motivations

15 The picture of seafood product is globally positive but a distrust and confusions exist. Focus group, 2009 Freshness Good taste Good for ealth Rich in ω3 et ω6 Distrust Difficult to prepare Fragility of product High Price Holidays Noise of waves… Perception of seafood products

16 Consumer’s perception of fresh seafood Taste Pleasure Conviviality Tradition Health Suspicion Expensive Hard preparation

17 Main criteria of fresh seafoods FOCUS GROUP 1.Freshness 2.Specie 3.Price COGNITIVE CHAIN 1.Freshness 2.Specie 3.Price COGNITIVE DISSONANCE 1.Aspect/Freshness 2.Price 3.Label/brand Main Criteria Quality/ Freshness/ price DELPHI 1.Price 2.Quality/Freshness

18 Selection Criteria for fresh seafood Most important criteria to buy fresh seafood Stamp,seal and other signs of quality has effect only in 11% of consumers

19 Intrinsec criteria for fresh seafood buying Criteria %

20 Attributes-Consequences-Values (Cognitive chain) AttributesConsequencesInstrumental values Terminal values 1. Freshness 1. Quality of taste1. Rational1. Security 2. Name of Fish 2. Sign of freshness2. Responsible2. Pleasure 3. Sensible price 3. Healthy product3. Honest3. Satisfaction 4. Place of fishing 4. Report quality/price4. Clean4. Liberty 5. Taste 5. Easy to prepare5. Independent5. Prudence 6. Date of capture 6. Gain of time6. Respectful6. Take care to the others 7. Aspect 7. Origin of product7. Helpful7. Durable contribution 8. Fillet 9. Without bones 10. Origin

21 Fraîcheur 46% Espèce 41% Prix raisonnable 40% Lieu de pêche 37% Origine Qualité/prix Produit sain Qualité gustativeGage de fraicheur Respectueux ResponsableRationnelPropreHonnête SécuritéSatisfaction DurableSagessePrendre soin Place of fishing 37% Reasonable price 40% Specie 41% Freshness 46% Terminal Values Instrumental Values Consequences Attributes Security Take carePrudenceDurability Clean Pleasure ResponsibleRationalHonestRespectful Healthy productQuality of tasteSign of freshnessQuality price Origin Satisfaction

22 Customer behaviour concerning fresh seafood buying Sample : 109 persons 100% Persons having realized their buying intention 65 persons 60% Persons having not realized their buying intention 44 persons 40% Persons having left off their fresh seafood buying 5 persons 11% Persons having bought another seafood product that they wanted 39 persons 89%

23 Fresh Seafoods wished before buying Kind of product customers wish to buy %

24 Attributes influencing consumers’ buying act

25 Buying attributes of consumers for seafood professionals

26 Ideal product of fresh seafood: 1.Wild fish 2.Low level of lipid 3.Jagged 4.Boneless 5.Fresh

27 Dissonance Source: Ofimer, 2007 Ideal seafood product Exemple of real purchase 1 st species consume in France: Salmon Farmed fish Oily fish (high in omégas 3) 1° Wild fish 2° Low level of lipid 3° Jagged 4° Boneless 5° Fresh

28 3.3. Expectations and needs

29 1.Wild origin 2.Thin fish 3.Cutted 4.Without bone 5.freshness Total Females 1.Wild origin 2.Freshness 3.Thin fish 4.Cutted 5.Without bone 1.Wild origin 2.Thin fish 3.Cutted 4.Without bone Males 18-25 years 1.Cutted 2.Wild origin 3.Thin fish 4.Without bone 5.Freshness 1.Cutted 2.Wild origin 3.Thin fish 4.Without bone 5.freshness 26-35 years 36-55 years 1.Wild origin 2.Thin fish 3.Without bone 4.Cutted 5.Freshness 6.Omega 3 1.Wild origin 2.Thin fish 3.Cutted 4.Omega 3 5.Without bone 6.freshness >56 years Ideal Tag for fresh seafood (sociodemagraphic segmentation)

30 Unawareness of fresh seafood products: main obstacle to the consumption of fresh seafood products. Gap between expectations, needs and purchasing habits… Which consent to pay? Seal of approval, eco-label, signs of quality… Is there a real interest for consumers?

31 Consumer’s needs More information about origin, place of fishing, More transparency Proposition from salesmen to discover fresh seafood : recipes and advices about preparation, accompanying vegetables… Fresh seafood ready to cook, boneless Stall more exotic and original Cheaper

32 What consumer needs? Consumer needs Source : enquêtes focus group, 2009 32 Cutted product Origins’ informations Advises from seller Advise for preparation Receipes Nutritional informations

33 …. wants to consume ethical products …. wants clear information (needs facts to support his emotional choices) …. wants to improve the quality of life (demand for natural and original products) …. wants to experience different cultures (demand for ethnic products) …. wants convenience (offered in the way he wants it) The consumer of tomorrow….

34 2. Strategies in french food retailing

35 Top 10 world retailing Societiescount ries turnover Mds € Evolution turnover countries implantation Wal*MartUS262+ 11.714 CarrefourFr88+ 6.625 TescoUK64+ 9.012 MetroAll60+ 7.530 KrogerUS50+ 7.01 AholdNl45+ 2.010 AuchanFr43.5+ 6.012 ReweAll43+ 3.014 AldiAll43+ 4.014 Lidl & Schwarz (Casino All 42 22 + 6.0 +10.4 19 10) Source : Nielsen, 2010

36 Decentralised Centralised IndependentIntegrated Carrefour ( Carrefour, Carrefour Market, Carrefour Contact, Carrefour City Ed, DIA ) Cora (Cora, Match) Leclerc (Leclerc) Système U (Hyper U, Super U, Marché U, Utile) Casino (Géant, Casino, Leader Price) Auchan ( Auchan, Simply Market) Intermarché (Intermarché, Ecomarché, Netto) Monoprix (Monoprix, Inno, Daily Monop) FRENCH RETAILER’S POSITIONING Source : S. Gouin

37 Auction rooms and market share RetailersAuction rooms% CARREFOUR Carrefour25,2 CASINO EMC Distribution12,6 AUCHAN Auchan12,3 CORA Provera3,5 U Système U9,1 LECLERC Galec17,1 ITM Intermarché13,2 93 %

38 Market share in 2009 (billion €) GROCERY 14 10 HYPERSSUPERS DAIRY 7 5,5 MEAT 4,2 2,5 FROZEN 1,9 1,4 DELICATESSEN 14 10 FISHERIES 1,8 1,2 Fresh 1,1 0,7 Processed 0,7 0,5 Source : Nielsen 2010

39 Market share of Private labels in 2009 Self service 2008/2007 Source TNS Worldpanel – Panel 20000 households

40 French consumption/kg /year 1970198019902008 Bread 80,670,661,753,7 Potatoes 95,689,060,871,3 Fresh vegetables 70,488,486,085,9 Beef 15,619,217,113,8 Poultries 14,219,321,719,7 Eggs 11,514,214,013,6 Seafood (freh, frozen)9,912,814,411,8 Cheese 13,815,216,618,4 Yogurts 8,68,715,922,2

41 French seafoods consumption/household (Agrimer 2008) FreshChilled CannedFrozen 66% Hypers & supers 15% 13% FishmongersMarkets 84% Hypers & supers 5% Fishmongers And markets 11% Hard discount 81% Hypers & supers 17% Hard discount 49% Hypers & supers 13% 37% Hard discount Specialised Retailers (freezer centers)

42 Contracts and merchandising typology StructuresTypes of contracts Management stores ProcurementMerchandising Integrated groups Explicit contracts Centralised retailers Direct office procurement Imported + aquaculture Independent groups Implicit contracts Decentralised retailers Direct store procurement Small scale fisheries (local)

43 Insufficient visibility on unloadings –Lack of information in real time to organise the sale of fresh seafoods –Adequation fresh seafood/sale in store Difficulty to anticipate the price variations –Lack of reliable information contributes to the difficulties to organise the selling stores

44 Promotion policies National promotion : 2 months before selling (to ensure supplying) –Difficult to supply 10 tons of brittany lobster Increase NIP (New Instrument Publicity) –Theatralisation, animation, testing Answer to situation/function –Category management

45 Merchandising expectations New concept of merchandising based on situation/function –Singularisation (ITM) –Meal solution (carry out) – (Carrefour) –Packaged (Leclerc, U…) –Eat on place (Casino) New target of cunsumers : generational typology New communication : origin, tracability, carbon print…

46 Equipment « singularisation type » : Exemple of supermarket Define a shopper segmentation Respect the logic of customer : fishing choice, product range, consumption mode respect the preparation degree : ready to cook, to grill, to broil, to assemble Create a product group : whole, filleted, sliced, thin or thick steak…

47 Theatralisation : an answer of evasion needs? → Point of sale atmosphere is able to influence the shopper → Fishing display in supermarkets and fishmongers have to stimulate buying customers Tomorrow : what attempts and needs? 47

48 Conclusion

49 In the future Fresh space development Private lebel increasing New concepts Shelves re positioning

50 The end of fresh seafood products? Fresh seafood stall will decrease Fresh seafood in packaging will increase including new concept : ready to cook, ready to eat, to mix with something, with sauce… Only several fresh seafood species will be available New merchandising concept will be necessary to extend the consumer generations

51 Thank you for your attention!

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