Food Market Analysis

Early research by Hughner, McDonagh and Stanton (2007) focused on the categorization of organic consumers and the popularity reasons of organic food. In order to review consumer’s attitude, behavior and purchase intention, fifteen themes were created.  These proposed themes determined to analyze consumer’s purchase intentions and their purchase limitations. The methodology of in-depth empirical studies was done only aiming at consumer’s belief about organic food. Therefore, study suggested that due to lack of confidence in conventional food market, consumers tend to shift to organic food market. The superior quality, environmentally friendly, food safety, domestic market growth and human treatment of livestock considered being the most important dimension by encouraging consumers of organic products. Whereas deterrents consumers viewed organic food market as highly priced with less value for money, nonexistence of food availability and cynicism of organic labels/certifications. The study beheld consumer’s demographic behavior only at time of organic products purchase. Thus, the degree of consumer’s psychological behavior was undetermined in the research.

Pappas, Giannokos and Chrissikopoulous (2015) explored customer’s online shopping behavior with the help of their cognitive and emotional perceptions. The study utilizes a snowball testing methodology to select members with sample size of 723 people, out of with 582 have involvement with web shopping and customized services. Therefore, the study proposed that client's web shopping practices either concentrate on the fundamental impacts of particular predictors (e.g. seen advantages, saw delight) on expectation to buy, or neglect to inspect the consolidated impacts of subjective and emotional recognitions on aim to buy. Cognitive observations are more critical than full of feeling recognitions. This study recommends that in online customized situations, clients' subjective and full of feeling discernments consolidate to shape setups for foreseeing web shopping conduct. Thus, in order to analyze consumer’s online buying pattern, one should focused on the blends of cognitive and affective perceptions to better disclose clients' goal at time of purchase.

 Liang and Lim (2011) coordinated the Theory of Planned Behavior and sustenance related way of life in order to investigate shopper's attributes of online specialty food. The sampling methodology of homogeneous individuals of 569 college undergraduates was used. Hence, discoveries showed that customers have uplifting states of mind toward buying specialty food online; more are biased to regard the recommendations of others, see more elevated amounts of control when utilizing a site, and encountered a higher goal to buy on the web. The study then characterized customers into "traditionalists" or 'courageous and health-conscious groups. These groups showed enormous discrepancies in terms of (a) states of mind toward online food specialty (b) subjective standards, (c) perceived control, (d) behavioral goal, (e) demographics and. Thus, the study addressed managers to cultivate online marketing initiatives.

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