Agricultural Marketing and Consumer Behavior in a Changing World

1. Front Matter

   Pages i-xii

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2. The Changing Competitive Environment

   1. Front Matter

      Pages 1-1

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   2. New Areas in Agricultural and Food Marketing

      • Klaus G. Grunert, Hanne Harmsen, Hanne Hartvig Larsen, Elin Sørensen, Søren Bisp

      Pages 3-30

   3. Competing for the Future in the Agricultural and Food Channel

      • Berend Wierenga

      Pages 31-55

   4. Marketing Analysis for Agricultural Development: Suggestions for a New Research Agenda1

      • Willem G. Janssen, Aad van Tilburg

      Pages 57-74

   5. The Impact of Changing Pig Welfare Preferences on the Economics of Pork Production-Marketing Chains

      • Marjan den Ouden, Ruud B. M. Huirne, Aalt A. Dijkhuizen

      Pages 75-91

3. Evolution in Channels and Institutions

   1. Front Matter

      Pages 93-93

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   2. Evolution of Agricultural Marketing Institutions: A Channel Approach

      • Matthew T. G. Meulenberg

      Pages 95-108

   3. The Impact of Changes in the Power and Information Balance Upon the Quality of Supplier-Reseller Relationships in Food Marketing Channels

      • Gerrit H. van Bruggen, Louis P. Bucklin

      Pages 109-123

   4. Hedging Risk in Agricultural Futures Markets

      • Joost M. E. Pennings, Matthew T. G. Meulenberg

      Pages 125-140

4. Dynamics in Consumer Behavior

   1. Front Matter

      Pages 141-141

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   2. Dynamics in Consumer Behavior with Respect to Agricultural and Food Products

      • Jan-Benedict E. M. Steenkamp

      Pages 143-188

   3. The Identification of Sensory Dimensions of Food Products from Scanner Data Using the Stunmix Methodology

      • Michel Wedel

      Pages 189-200

   4. Quality Labeling as Instrument to Create Product Equity: The Case of IKB in the Netherlands

      • Hans C. M. van Trijp, Jan-Benedict E. M. Steenkamp, Math J. J. M. Candel

      Pages 201-215

   5. Means-End Chain Theory and Laddering in Agricultural Marketing Research1

      • Anke Audenaert, Jan-benedict E. M. Steenkamp

      Pages 217-230

   6. Consumer Search and Surplus in Markets with Differentiated Food Products

      • Andreas Böcker

      Pages 231-243

   7. Testing for the Intertemporal Separability Hypothesis on Italian Food Demand

      • José Alberto Molina, Franco Rosa

      Pages 245-259

   8. An Analysis of Changes in Portuguese Meat Consumption

      • M. Madalena Barreira, M. Filomena Duarte

      Pages 261-273

   9. A Test of Differences in Food Demand Among European Consumers: A Dynamic Approach

      • Ana M. Angulo, José M. Gil, Azucena Gracia

      Pages 275-294

5. Back Matter

   Pages 295-315

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As in many other sectors, in agribusiness major changes are taking place. On the demand side, consumers are changing lifestyles, eating and shopping habits, and increasingly are demanding more accommodation of these needs in the supermarket. With regard to the supply: the traditional distribution channel dominators - manufacturers of branded consumer products - are trying hard to defend their positions against retailers, who gather and use information about the consumer to streamline their enterprises and strengthen their ties with the consumer. The agricultural producers, meanwhile, face increased regulations with regard to food additives, pesticides, and herbicides. Pressures rise as their business becomes more specialized and capital-intensive than that of their predecessors. Finally, the larger political climate is not so favorable to agriculture, which now has to compete in the global market without significant government support.
This title describes and interprets changes in the domain of agriculture and food. The contributors develop the theme of taking an interdisciplinary approach to coping with these changes, using concepts and methods developed in general marketing, which are adapted so as to apply to the particular characteristics of the food and agriculture sector.
This book is published to honor the distinguished career of Professor Mathew T.G. Meulenberg from Wageningen Agricultural University, on the occasion of his retirement in September 1996. As a scientist, teacher, and advisor to the agribusiness and the government, Professor Meulenberg has made an important contribution to the development of marketing, inside and outside the domain of agriculture.

• Agribusiness
• Change
• Import
• business
• development
• marketing

• Erasmus University Rotterdam, Netherlands

  Berend Wierenga

• Wageningen Agricultural University, Netherlands

  Aad Tilburg, Jan-Benedict E. M. Steenkamp

• Aarhus School of Business, Denmark

  Klaus Grunert

• Catholic University of Leuven, Belgium

  Jan-Benedict E. M. Steenkamp

• University of Groningen, Netherlands

  Michel Wedel

Michel Wedel (1957) is Professor of Marketing Research at the Department of Economics, University of Groningen, The Netherlands.

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