Grunert's Total Food Quality Essay Example | Topics and Well Written Essays - 1750 words

Grunert's Total Food Quality - Essay Example Furthermore, very well taste being free from Bovine Spongiform Enciphalopathy, genetic amendment and food additives are incentives for buying food. According to the Grunert's Total Food Quality Model the propensity towards augmented consumption of food can be correlated to a broader concern as regard to environmental issues. The major reasons that thwart consumers from purchasing food are: high price, be deficient in availability, gratification with conventional food, lack of reliance, the inadequate choice and paucity of perceived value. Although a number of consumers have shown curiosity in food, the food options of comparatively few people have been affected. Hence, expressed curiosity in food does not play a momentous role in food purchase and a disparity between positive attitude and behaviour is evident. Thus, acquaintance of consumers' cognitive structures and their impact on the purchase decision will indeed shed light on consumers' food purchases verdict that facilitates UK food firms in devising their marketing strategies. Economic theory has shown some confine in explaining the intricacy and multidimensionality of consumer activities. These bounds not only relate to the supposition of consumer rationality (that is utility exploiting behaviour) and flawless information. The majority of economic models use relative prices and disposable income or budget as illustrative variables of consumer deeds and treat every other sway (for instance social, economic and cultural factors) as cloaked or latent variables: quality inspection is one of them. The analysis of Grunert's Total Food Quality Model guides United Kingdom food firms devising marketing strategies that how consumer attitude deals primarily with predilections and how predilections are formed in the mind of the consumer. Marketing approaches to consumer attitude may be eminent as cognitive versus behavioural. According to Grunert the cognitive approaches underscore constructs dealing with cerebral structures and thinking processes; behavioural approaches stress upon direct links among the characteristics of the environment and behaviour. Both approaches are broadly accepted and accredited ways of analysing behaviour, with a high degree of complement. In this analysis one will ponder on the first approach and concentrate on consumer product knowledge, engagement and eagerness in the case of organic products. From a cognitive perspective, one can define consumer behaviour as the activities that people engross in when deciding, purchasing, and using goods and services to gratify desires. Such activities involve cerebral and emotional processes, besides physical actions. The cognitive approach is based on consumer acquaintance, product perception and the desires consumers want to gratify. Cognition is referred to as the dynamic cerebral constructs and processes involved in thinking, discerning and interpreting stimuli and events from the environment. It includes the information, sense and values that consumers have developed from their practice and stored in their memories. Whilst several aspects of cognition are sentient