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New Areas in Agricultural and Food Marketing

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Agricultural Marketing and Consumer Behavior in a Changing World

Abstract

There is wide agreement in the public debate that the food industry in Western industrialised countries is entering a difficult period. Several tendencies taken together work to increase the competitive pressure on food companies (Grunert et al., 1996):

  • In affluent economies, it is one of the laws of economics that growth in markets for food products, if any, is not in terms of quantity, but in terms of value.

  • Most industrialised economies are characterised by an oversupply of agricultural products.

  • A global tendency towards deregulation, decrease of government subsidies to producers of agricultural and food products, and reduction of trade barriers removes many of those shields which have protected food companies from competition in some countries.

  • Consumers are believed to become less predictable in their behaviour, as consumer demands become more fragmented and less consistent.

  • Concentration in the retail sector has resulted in powerful agents. Not only do the agents exercise an important gatekeeper function but they can also put competitive pressure on food manufacturers.

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Author information

Authors and Affiliations

  1. MAPP Centre, Aarhus School of Business, Aarhus, Denmark

    Klaus G. Grunert, Hanne Harmsen, Elin Sørensen & Søren Bisp

  2. Copenhagen Business School, Denmark

    Hanne Hartvig Larsen

Authors
  1. Klaus G. Grunert
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  2. Hanne Harmsen
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  3. Hanne Hartvig Larsen
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  4. Elin Sørensen
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  5. Søren Bisp
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Editor information

Editors and Affiliations

  1. Erasmus University Rotterdam, Netherlands

    Berend Wierenga

  2. Wageningen Agricultural University, Netherlands

    Aad van Tilburg  & Jan-Benedict E. M. Steenkamp  & 

  3. Aarhus School of Business, Denmark

    Klaus Grunert

  4. Catholic University of Leuven, Belgium

    Jan-Benedict E. M. Steenkamp

  5. University of Groningen, Netherlands

    Michel Wedel

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© 1997 Springer Science+Business Media New York

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Grunert, K.G., Harmsen, H., Larsen, H.H., Sørensen, E., Bisp, S. (1997). New Areas in Agricultural and Food Marketing. In: Wierenga, B., van Tilburg, A., Grunert, K., Steenkamp, JB.E.M., Wedel, M. (eds) Agricultural Marketing and Consumer Behavior in a Changing World. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-6273-3_1

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  • DOI: https://doi.org/10.1007/978-1-4615-6273-3_1

  • Publisher Name: Springer, Boston, MA

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  • Online ISBN: 978-1-4615-6273-3

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