From global efficiency to local self-sufficiency - impact of changing consumer trends on the food industry

Hübner, Carolin

http://hdl.handle.net/10362/123604

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Autores

Hübner, Carolin

Orientador(es)

Pita, José Miguel dos Santos Horta

Resumo(s)

This third chapter of “From global efficiency to local self-sufficiency” represents the trend analysis part. Chapter one and two outlined world economic developments and its impact on consumer trends as well as introduced the food industry. This third section connects these topics while investigating which changing consumer trends shape the food industry. Based on 28 in-depth interviews, qualitative prospection attempts to validate topic relevance and identifies categories to group consumer trends. Quantitative validation consisting of 327 survey responses verifies identified trends and represents critical changes to respond to by supply-side of the food industry.

Palavras-chave

Business model Change Consumer trends Consumer survey Deglobalization Food industry Five marketing concept five ps Globalization Growth-share matrix Importance Marketing Qualitative research Quantitative Analysis Strategy Sustainability