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This article reviews the causes of product introduction failure in the Food & Beverage industry, focusing on consumer and marketing factors, and advances potential remedies. It first introduces key concepts in product acceptance/adoption theories: the consumer decision-making process, main drivers (product, adopter and social system) and barriers (passive/active resistance), and the evolution of hedonic responses to new products. It then discusses specific reasons for failure: food neophobia, novel technology rejection, optimal stimulation level, sensory/consumer research shortcomings and poor marketing support. Lastly, it describes the development of hibiscus beverages of African tradition for the European market to illustrate some practical challenges and solutions.
Descrição
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Contexto Educativo
Citação
Costa, A. I. A., & Monteiro, M. J. P. (2018). Food product introduction failure: reasons and remedies. In Reference module in food science. https://doi.org/10.1016/b978-0-08-100596-5.21405-4
Editora
Elsevier