Maximising export returns: the use of digital media and smart technology in shopping and information gathering for food and beverages in markets relevant to New Zealand

Abstract

The aim of this study is to inform New Zealand businesses of possible opportunities for increasing their export returns by improving their market access through digital media and smart technologies. This study explores the use of digital media and smart technologies by middle and upper class consumers of food and beverage products in China, India, Indonesia and compares this with consumers in Japan and the United Kingdom (UK). This study is part of a wider research project ‘Maximising Export Returns (MER)’, a three year project undertaken by the Agribusiness and Economics Research Unit (AERU) at Lincoln University funded by the New Zealand Ministry for Business, Innovation and Employment (MBIE). This project aims to explore how export firms can obtain price premiums from the credence attributes of their products and place these in overseas markets. The new technologies include online shopping (e-commerce), social media and mobile devices (such as smartphones and tablets). The use of such technologies has increased internationally, with growing broadband internet use, online shopping, mobile social media and mobile device use (e.g. smartphone use). These technologies provide mechanisms for the effective marketing and sales of New Zealand food and beverage products overseas.