Conformism and transformism (French)

Date of publication: September 1, 1990

Author: Clement Forges

Abstract:

Within the framework of a changing world, marketing products like quick frozen foods and ice cream are continuously confronted with improvements in the form of innovation and renovation. The possible changes concern naturally not only the intrinsic formulations of products but also, in the widest sense, the communication of the products themselves. The task is complex because potential consumers must be identified and needs must be confirmed or discovered ; it is also necessary to understand strategies of consumers used to select products which, more or less, meet needs. The purpose of this topic is precisely to throw light upon the interest of the Iglo-Ola company (i.e. of marketing research users) in these approaches which have contributed, in Belgium, to the success of quick frozen foods and ice cream. The first concrete case deals with consumer segmentation within the scope of industrial ready to eat foods ; the second concrete case treats a correspondence analysis devoted to several types of dishes like meal centres, quick lunches and snacks on the one hand and to several attributes characterizing these foods on the other hand ; the third and last example provides an approach of an ice cream optimal formulation. The actions influenced by these pieces of consumer research are also evoked in this paper.

Clement Forges

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