Consumer attitudes to New Zealand food product attributes and technology use in key international markets

Abstract

The study described in this paper builds on the research above. It is a pilot survey of 100 consumers each in the United Kingdom (UK), India, China, Indonesia, Japan and Korea. The survey gathers information on attitudes and preferences of consumers for attributes in food products in these countries. The first part of the survey assessed the importance of key attributes in food products in these markets. These attributes were selected based on prior research examining international consumer trends (Saunders et al. 2010, Driver et al. 2011, Saunders et al. 2013, Miller et al. 2014). This study expanded previous research by including more countries, by increasing the number of attributes considered, and by assessing important factors underpinning these key attributes in food products. The survey then explores how consumers in these markets were using new personal technologies in relation to food information and purchase intentions. The results from this study are aimed to better inform New Zealand’s export industries, allowing for enhanced value garnered throughout the value chain. A full survey will take place in 2015. This study is also part of a wider research programme “Maximising Export Returns (MER)”, a Ministry of Business, Innovation and Enterprise (MBIE) funded three-year project undertaken by the Agribusiness and Economics Research Unit (AERU) at Lincoln University. This project aims to explore how export firms can capture price premiums by including and communicating credence attributes in products for overseas markets.