Findings on Consumer Motivations - Literature review Example

Assessment 1: Product Brand Name Institution Date Introduction Many people have become increasingly sensitive about what they eat, and therefore inquire on where the food they consume comes from and the processes involved in its production (Pearson et al., 2011). This is mainly due to concerns about the possible effects of the processes on health and the environment (Blair, 2011). Brand management must understand the needs of organic buyers in order to cater better for their interests. This paper discusses the aspect of organic food and with reference to the example of an organic meat product, identifies the issues that arise in branding. Eco Meats Beef Eco Meats Beef is the product of Eco Meats, a supplier of organic chicken, beef, pork and lamb. It is found in the manufacturer’s outlet within the Belconnen Markets. Eco Meats is among the few outlets that specialize in organic meat within the ACT, and the only one in Canberra with an outlet that has the certification of being organic. The product is part of the heritage of specialist in food items for people with special health-related dietary requirements for example those with lactose intolerance, gluten intolerance and those on paleo-diets. Apart from meat, it also sells its branded organic chocolates, cheeses, home-made pepperoni and eggs. Findings on Consumer Motivations The qualifications for organic animal products include being raised on organically certified land, free-range feeding and zero use of antibiotics or growth hormones (Blair, 2011). One of the reasons why a buyer would go for organic meat is health, as generally organic meat is considered healthier (Pearson et al., 2010). According to Ricke et al. (2012), animals in organic farms do not use any artificial drugs or consume Genetically Modified foods, but instead only organic feed with no ground up animal parts. Ground-up feeds from the same species are associated with Bovine Spongiform Encephalopathy, a disease that harms the brain and central nervous system and can be transmitted to human beings as Creutzfeld-Jakob disease. Organic meat also keeps consumers free from dangerous chemicals as there are no synthetic fertilizers and pesticides used anywhere. This is important as residues of chemicals for instance PCBs, DDT and dioxins remain in animal fat. Quality is a major issue. According to Pearson et al. (2010), there is the idea that organic food generally tastes better and that it tends to be fresher due to the nature of its supply chain, although quality depends on several variables, so that it differs depending on individual expectations of consumers. Animal welfare is additionally a significant factor. Givens (2008) explains that in typical farms, cattle are handled as commodities and confined, so that organic meat consumers avoid the guilt of having been part of the cruelty by opting for organic products that employ the opposite of that. According to Pearson et al. (2011), some consumers also just want to buy as a way of supporting their local economies hence being sure of where the meat comes from ensures that the customers have the feeling of connection with their food. Environmental Sustainability Aspects of the Product Organic animal rearing enhances environmental sustainability through ensuring a healthy soil balance. According to Ricke et al. (2012), methods used such as crop rotation boosts fertility rather than forcefully altering it using chemicals. Animals feeds also do not pesticides that may be spread through their dung or and meat. Spraying does not involve synthetic chemicals that would threaten habitats, groundwater and the topsoil hence maintaining it for future generations. Givens (2008) adds that organic farms further consume less energy and are conscious of ecological management, with renewable energy being emphasized. Relevance for Brand Management Because of the environmentally conscious nature of the buyers, packaging will have to be minimal. Biodegradable packaging should be used as this will send the message of a seller who cares about the environment. In addition, Eco Meats should draw its stocks entirely from nearby farms, rather than seeking any source as long as it is organic. Once this is achieved, customers should be made aware of the fact. According to Pearson et al. (2011), shorter distances cut down on the energy consumed and therefore the supply chain’s carbon footprint. Management should actively listen and contribute to the brand’s development through engaging all people whether within or outside the business. Multi-directional communication needs to be created, starting with building an interactive website which the company seemingly does not have. In addition, because customers are likely to seek the product mainly due to sentimental or knowledge-based reasons, management should match them by ensuring more communication about the brand. Customers should have the chance to contribute to, challenge and connect with it more. Eco Meats’ Product Levels Going by de Chernatony et al. (2013)’s description, the generic product of the brand is food. The consumer comes to the butcher shop to purchase an item that will satisfy hunger. The expected product is on its part organically produced meat. Eco Meats has packaged itself as a product sourced only from organic farms and different hence the animals must have been raised in a strict organic setting. The augmented product in the Eco Meats shop is knife sharpening. Apart from buying the usual products, the Eco Meats outlet’s customers are allowed to drop their knives for sharpening and pick them up the following day. Lastly, the potential product for Eco Meats is locally sourced meat. There is currently no limit in the distance from which meat is brought, and the distribution extends beyond Canberra to distant places such as Wagga Wagga, Narooma and Bredbo, all against the organic ideal of keeping the carbon footprint at the minimum and freshness at maximum. Conclusion More people are becoming conscious about what they eat hence popularity of organic foods. Organic varieties of meat have therefore benefitted from this preference. Health, quality, contribution to local economies and contribution to environmental sustainability are the main motivating factors for buyers according to studies. Brand management should therefore focus on environmentally-safe packaging, reduction of supply chain distances and enhancing manufacturer-consumer communication as a way of ensuring greater customer satisfaction and therefore patronage. References Blair, R. (2011). Organic Production and Food Quality: a Down to Earth Analysis. Ames: Wiley- Blackwell De Chernatony, L, McDonald, M and Wallace, E. (2013). Creating Powerful Brands. London: Routledge Givens, D. (2008). Health Benefits of Organic Food: Effects of the Environment. Cambridge: CABI North America Pearson, D, Henryks, J, Trott, A, Jones, P, Parker, G, Dumaresq, D and Dyball, R. (2011). Local Food: Understanding Consumer Motivations in Innovative Retail Formats. British Food Journal. Vol. 113 (7): 886-899 Pearson, D, Henryks, J and Jones, H. (2010). Organic food: What We Know (and Do not Know) About Consumers. Renewable Agriculture and Food Systems. Vol. 26(2): 171–177 Ricke, S, Loo, E, Johnson, M and O’bryan, C. (2012). Organic Meat Production and Processing. New York: John Wiley & Sons Read More