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Stéphane Gouin - Lucile Mesnildrey – Lesueur Marie

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Presentation on theme: "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 – Rennes Cedex, France EAFE, 1st-2nd June University of Helsinki, Finland

2 PLAN Consumer’s behaviours
1.1. Attitudes and habits 2.2. Perceptions and motivations 3.3. Expectations and needs 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 1 Attitudes & Habits 2 Consumer Perceptions Behaviours & motivations 3
Stimuli 1 Attitudes & Habits 2 Consumer Behaviours Perceptions & motivations 3 Expectations & Needs Insights

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

9 Cognitive dissonance

10 1.1. Attitudes and habits

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

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

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

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

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)
Instrumental values Terminal 1. Freshness 1. Quality of taste 1. Rational 1. Security 2. Name of Fish 2. Sign of freshness 2. Responsible 2. Pleasure 3. Sensible price 3. Healthy product 3. Honest 3. Satisfaction 4. Place of fishing 4. Report quality/price 4. Clean 4. Liberty 5. Taste 5. Easy to prepare 5. Independent 5. Prudence 6. Date of capture 6. Gain of time 6. Respectful 6. Take care to the others 7. Aspect 7. Origin of product 7. Helpful 7. Durable contribution 8. Fillet 9. Without bones 10. Origin

21 Terminal Values Instrumental Consequences Attributes
Fraîcheur 46% Espèce 41% Prix raisonnable 40% Lieu de pêche 37% Origine Qualité/prix Produit sain Qualité gustative Gage de fraicheur Respectueux Responsable Rationnel Propre Honnête Sécurité Satisfaction Durable Sagesse Prendre soin Satisfaction Durability Prudence Security Take care Pleasure Clean Responsible Rational Honest Respectful Healthy product Quality of taste Sign of freshness Quality price Origin Freshness 46% Specie 41% Reasonable price 40% Place of fishing 37%

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:
Wild fish Low level of lipid Jagged Boneless Fresh

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

28 3.3. Expectations and needs

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

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

33 The consumer of tomorrow….
…. 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)

34 2. Strategies in french food retailing

35 Top 10 world retailing Societies countries turnover Mds €
Evolution turnover countries implantation Wal*Mart US 262 + 11.7 14 Carrefour Fr 88 + 6.6 25 Tesco UK 64 + 9.0 12 Metro All 60 + 7.5 30 Kroger 50 + 7.0 1 Ahold Nl 45 + 2.0 10 Auchan 43.5 + 6.0 Rewe 43 + 3.0 Aldi + 4.0 Lidl & Schwarz (Casino 42 22 +10.4 19 10) Source : Nielsen, 2010

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

37 Auction rooms and market share
Retailers Auction rooms % CARREFOUR Carrefour 25,2 CASINO EMC Distribution 12,6 AUCHAN Auchan 12,3 CORA Provera 3,5 U Système U 9,1 LECLERC Galec 17,1 ITM Intermarché 13,2 93 %

38 Market share in 2009 (billion €)
HYPERS SUPERS GROCERY DAIRY ,5 MEAT , ,5 DELICATESSEN FROZEN , ,4 FISHERIES , ,2 Fresh , ,7 Processed , ,5 Source : Nielsen 2010

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

40 French consumption/kg /year
1970 1980 1990 2008 Bread 80,6 70,6 61,7 53,7 Potatoes 95,6 89,0 60,8 71,3 Fresh vegetables 70,4 88,4 86,0 85,9 Beef 15,6 19,2 17,1 13,8 Poultries 14,2 19,3 21,7 19,7 Eggs 11,5 14,0 13,6 Seafood (freh, frozen) 9,9 12,8 14,4 11,8 Cheese 15,2 16,6 18,4 Yogurts 8,6 8,7 15,9 22,2

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

42 Contracts and merchandising typology
Structures Types of contracts Management stores Procurement Merchandising 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 Tomorrow : what attempts and needs?
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 47

48 Conclusion

49 In the future Private lebel increasing Fresh space development
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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