Experiencing new and different cultures has been part of my life. The time abroad – more than a third of my life - has led to many interesting personal and professional experiences. This has helped me deal with new and unknown situations and respect tolerance as a most important value. Out of this interest I seek to understand and learn more about different cultures.
Eventually, one realises that differences in cultures might exist but are they really as significant as generally assumed? This question is of great importance for modern economy of these days. In view of the modern world as a global market, the question seems to be – can cultural aspects be ignored? To what extent can and do they influence our thoughts and habits? Bolloré’s market study in cooperation with 6 European universities provided an opportunity to analyse to what extent consumer behaviour is dependant on cultural aspects. Our comparison of European consumer preferences might help to give some attempt to whether we can assume that geographical boundaries are the only factors dividing nations within the European Union.
My research is guided by the very basic question: ‘Even though European countries are linked geographically and politically, and seem to be moving towards a more and more homogeneous union, to what extent can they be considered as one entity?’
Table of Contents
INTRODUCTION
CHAPTER I
THEORETICAL BACKGROUND: Determinants of consumer behaviour
1.1 An interdisciplinary approach to understanding consumer behaviour
1.2 Strategic options for market segmentation
1.3 Lifestyle approaches
1.4 International market research
1.5 The importance of the ecological factor and food habits
CHAPTER II
THE BOLLORÉ STUDY
2.1 Bolloré: the firm
2.2 The international market research project
2.3 Methodical procedure
2.4 Sampling procedure and data collection
2.5 Background data on those countries reanalysed for the Bolloré research study
2.6 The market for plastic packaging
CHAPTER III
A THREE NATION COMPARATIVE RE-EVALUATION OF DATA
3.1 Consumer research theory
3.2 Research approach and research strategy
3.3 Data Analysis
3.4 Methodology
3.5 Evaluation procedure
CHAPTER IV
CONSUMER TYPES AND SPECIFIC ATTITUDES & BEHAVIOUR
4.1 Building typologies
4.2 Typologies in relation to consumer behaviour
4.2.1 Distribution of consumer types in the three countries
4.2.2 Testing consumer groups in the context of further socio-demographic variables
4.2.3 Frequency behaviour of consumer types
4.2.4 Consumer types and choice of purchase location
4.2.5 Storage location and consumer types
4.3 Marketing aspects for Bolloré
4.3.1 Consumer types in relation to demands made on packaging
4.3.2 Specific criteria for packaging
4.4. Conclusion
CHAPTER V
IMPLICATIONS AND RECOMMENDATIONS
5.1 Implications for marketing
5.2 Recommendations for further market research studies
COMMENT
Research Objectives and Focus
The primary objective of this thesis is to examine the extent to which European consumer behavior regarding fruit and vegetable purchases—specifically packaging preferences—is driven by cultural factors versus universal, factor-specific traits. By re-analyzing data from a comparative study of France, Germany, and the Netherlands, the work aims to construct a consumer typology that facilitates more effective international marketing strategies for the company Bolloré.
- Theoretical analysis of consumer behavior and lifestyle concepts.
- Comparative quantitative re-evaluation of market research data across three European nations.
- Construction of consumer typologies (Homo oeconomicus, Mr. Easy & Comfortable, Gourmand, Free Choice Buyer).
- Evaluation of consumer attitudes towards plastic packaging and ecological factors.
- Development of strategic marketing recommendations for Bolloré in the packaging sector.
Excerpt from the Book
Factor 1: ‘Easiness’
This factor is dominated by the easiness of purchasing packed fruit and vegetables with in addition the importance of longer shelf life. This factor is characterised by considering packaging as very practical and comfortably easy to use.
Factor 2: ‘Gourmet quality’
This factor includes all aspects that are important culinary criteria for the purchase of fruit and vegetables. It is dominated by criteria for quality combined with the pleasure of eating.
Factor 3: ‘Hygiene’
Factor 3 combines the preferences for packed fruit and vegetables, from a very functional point of view. Packaging is more hygienic and offers better protection than unpacked products.
Summary of Chapters
INTRODUCTION: The introduction outlines the changing global environment and the necessity for firms to adapt their marketing strategies, specifically highlighting the case of Bolloré’s innovative plastic packaging in the European market.
CHAPTER I: This chapter establishes the theoretical foundation by reviewing diverse consumer research approaches, with a specific focus on lifestyle concepts and the significance of ecological factors in food-related behavior.
CHAPTER II: This chapter details the Bolloré firm, its market research goals, and the methodology of the international cooperative study conducted with European universities.
CHAPTER III: This chapter provides the framework for the re-evaluation of existing data, describing the chosen methodology, the data analysis techniques, and the construction of consumer typologies.
CHAPTER IV: This chapter presents the empirical results, examining consumer types in relation to purchase behavior, attitudes toward packaging, and the socio-demographic variables of the sample.
CHAPTER V: The final chapter offers practical marketing implications for Bolloré based on the identified typologies and concludes with critical reflections on the conducted research.
Keywords
Consumer behavior, Market segmentation, Lifestyle typology, Plastic packaging, European market, International marketing, Ecological factors, Consumer attitudes, Factor analysis, Cluster analysis, Purchasing habits, Bolloré study, Postmodern society, Food consumption, Market research.
Frequently Asked Questions
What is the primary focus of this thesis?
The thesis focuses on analyzing consumer preferences in the European market for fruit and vegetable packaging to determine if consumer segments can be identified across different nations regardless of cultural boundaries.
Which theoretical concept is used to segment consumers?
The research primarily utilizes the lifestyle concept, constructed through factor and cluster analysis, to segment consumers into four distinct typologies.
What is the core research question?
The study asks: even though European countries are linked geographically and politically, to what extent can they be considered as one entity regarding consumer preferences, or are consumer types independent of nationality?
What methodological approach does the author use?
The author uses a quantitative, positivistic approach, performing a re-analysis of empirical survey data collected from France, Germany, and the Netherlands to test formulated hypotheses.
What are the identified consumer types?
The four identified consumer types are 'Homo oeconomicus' (rational, price/quality-focused), 'Mr. Easy & Comfortable' (convenience-focused), 'Gourmand' (quality and taste-focused), and 'Free choice buyer' (quantity-conscious).
Which marketing strategies are suggested for Bolloré?
The thesis suggests that Bolloré should align its marketing mix with the specific needs of these four consumer segments, stressing the cost-efficiency, protective quality, and convenience of its packaging.
How does the author characterize the 'Homo oeconomicus' consumer type?
The 'Homo oeconomicus' is described as a rational consumer who prioritizes a satisfying price-to-quality ratio and values the cost-efficient functionality of packaging over other non-essential features.
What role do supermarkets play in this market analysis?
Supermarkets (alongside weekly markets) are identified as the most frequent and viable purchase locations, making them the primary recommended distribution channels for Bolloré's new packaging film.
- Quote paper
- Sarah Kniel (Author), 2002, Consumer preferences in a comparative European market research study, Munich, GRIN Verlag, https://www.grin.com/document/14294
