Agricultural Marketing and Consumer Behavior in a Changing World

  • Berend Wierenga
  • Aad van Tilburg
  • Klaus Grunert
  • Jan-Benedict E. M. Steenkamp
  • Michel Wedel

Table of contents

  1. Front Matter
    Pages i-xii
  2. The Changing Competitive Environment

    1. Front Matter
      Pages 1-1
    2. Klaus G. Grunert, Hanne Harmsen, Hanne Hartvig Larsen, Elin Sørensen, Søren Bisp
      Pages 3-30
    3. 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
    2. Joost M. E. Pennings, Matthew T. G. Meulenberg
      Pages 125-140
  4. Dynamics in Consumer Behavior

    1. Front Matter
      Pages 141-141
    2. Hans C. M. van Trijp, Jan-Benedict E. M. Steenkamp, Math J. J. M. Candel
      Pages 201-215
    3. Anke Audenaert, Jan-benedict E. M. Steenkamp
      Pages 217-230
    4. M. Madalena Barreira, M. Filomena Duarte
      Pages 261-273
    5. Ana M. Angulo, José M. Gil, Azucena Gracia
      Pages 275-294
  5. Back Matter
    Pages 295-315

About this book


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

Editors and affiliations

  • Berend Wierenga
    • 1
  • Aad van Tilburg
    • 2
  • Klaus Grunert
    • 3
  • Jan-Benedict E. M. Steenkamp
    • 2
    • 4
  • Michel Wedel
    • 5
  1. 1.Erasmus University RotterdamNetherlands
  2. 2.Wageningen Agricultural UniversityNetherlands
  3. 3.Aarhus School of BusinessDenmark
  4. 4.Catholic University of LeuvenBelgium
  5. 5.University of GroningenNetherlands

Bibliographic information

  • DOI
  • Copyright Information Springer Science+Business Media New York 1997
  • Publisher Name Springer, Boston, MA
  • eBook Packages Springer Book Archive
  • Print ISBN 978-1-4613-7879-2
  • Online ISBN 978-1-4615-6273-3
  • Buy this book on publisher's site
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