Literature Review

Topics: Marketing, Supermarket, Food Pages: 3 (1066 words) Published: January 17, 2013
Marketing and Food

This literature review will focus on exploring marketing strategies employed when selling food. I will be looking at what influence these marketing strategies have on consumers decision making process and the effectiveness of these strategies. It is clear that consumers don't all buy the same things and I am interested to find out what causes this difference in product selection. There are many things that can influence these decisions, from the placement of products or the aesthetics of the product. Food companies may also take location or population into account when choosing what product to sell and where to sell it.

Demographical marketing strategies use population statistics as a way of finding out what products will sell best. Lars Perner[1] uses age demographic as an example. “a firm interested in entering the market for sports drinks in a given country, or worldwide, might investigate the number of people between the ages of fifteen and thirty-five, who would constitute a particularly significant market.” In some countries such as Germany, it has been noted that the birth rate is dropping significantly, in this sort of market, a company may steer away from creating a baby food product in favour of a product geared towards older people, this is due to the old age market being larger than the young age market. Perner also discusses 'upward pull' marketing. This takes advantage of social class in order to increase ones desire for a product. By Portraying a product as something the upper class society would consume, it can take advantage of the consumers desire to advance their social class. Companies such as Haagen-Daas, who display their product as a luxury ice-cream, and several wine brands make use of this strategy.

The layout of a supermarket also has a dramatic effect on food sales. One example is the location of the entrance into supermarkets. One study[2] suggests that if the entrance to a supermarket is located on...
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