EAFE, 1st-2nd June University of Helsinki, Finland

Transcription

1 Consumer s Attitude and Perception of Fresh Seafood Products : Cognitive Effects on Behaviour buying Stéphane Gouin - Lucile Mesnildrey Lesueur Marie Agrocampus Ouest CFR Rennes, Pôle halieutique 65 rue de Saint Brieuc - CS Rennes Cedex, France EAFE, 1st-2nd June University of Helsinki, Finland

2 PLAN 1. Consumer s behaviours 1.1. Attitudes and habits 2.2. Perceptions and motivations 3.3. Expectations and needs 2. Strategic consequences in french food retailing

3 1. Consumer s behaviours

4 Goals : Cogépêche Research Project Assess consumer s expectations and purchasing habits depending on the way of distribution. Propose new trails of valorisation for fresh seafood products.

5 Context Evolution of the fresh seafood products markets partly due to the globalization of the market. Evolution of the consumer s taste and behaviour face to the fresh seafood products Evolution of the fresh seafood products perception Occurrence of the industrialised fishing production Development of the medium and large grocery stores

6 Stimuli 1 Attitudes & Habits 2 Perceptions & motivations 3 Consumer Behaviours Expectations & Needs Insights

7 Methodology 5 kind of surveys have been set up: Methodology regrouping several analyses Focus Trade Delphi Cognitive Cognitive group off Method chains dissonance Study realized in 2009 Consumers expectations analysis

8 Focus group Trade off Delphi Method Cognitive chains Cognitive dissonance 18 focus group have been realised during the last month with 6 to 10 people each time 850 people have been interviewed in order to specify the ideal seafood product for consumers 50 interviews to confirm (or to invalidate) expectations, needs and behaviour of seafood products consumers according to professional s viewpoint 100 analysis of seafood products characteristics and determination of their importance in the decision of purchasing act 150 analysis of consumer s habits, conviction, belief, behaviour about seafood products and the contradiction between them

9 111 Hypers and supermarkets Cognitive dissonance 30 Fishmongers 5 Markets

10 1.1. Attitudes and habits

11 Habits and behaviours : Marketing Channel Hyper and super markets Market prices Easy to access Great choice Stalls attractives But Lake of professionalism Markets Good report Quality/price Freshness Choice Professionalism But Price sometime high Fishmongers Stalls attractives Freshness guaranteed Convivial ambiance Confidence But Price sometime high Basic frame Noble species Basic species Source : FranceAgriMer, 2009

12 Buying frequency % Mensual consumption <2 times 2<x<4 4<x<6 6<x<8 > 8 times Frequencies

13 Context involving buying act : % individuals Current Events Festivities Ritual Events : diner, birthday, wedding Festivities : Christmas, Easter, New year

14 2.2. Perceptions and motivations

15 Perception of seafood products The picture of seafood product is globally positive but a distrust and confusions exist. High Price Freshness Good taste Distrust Good for ealth Rich in ω3 et ω6 Difficult to prepare Fragility of product Holidays Noise of waves Focus group, 2009

16 Consumer s perception of fresh seafood Taste Pleasure Conviviality Tradition Health Suspicion Expensive Hard preparation

17 Main criteria of fresh seafoods FOCUS GROUP 1. Freshness 2. Specie 3. Price COGNITIVE CHAIN 1. Freshness 2. Specie 3. Price Main Criteria Quality/ Freshness/ price DELPHI 1. Price 2. Quality/Freshness COGNITIVE DISSONANCE 1. Aspect/Freshness 2. Price 3. Label/brand

18 Selection Criteria for fresh seafood Most important criteria to buy fresh seafood Stamp,seal and other signs of quality has effect only in 11% of consumers

19 % Intrinsec criteria for fresh seafood buying % individuals Criteria form Scale preparation Smelt Hearing Color Global aspect

20 Attributes-Consequences-Values (Cognitive chain) Attributes Consequences Instrumental values Terminal values 1. Freshness 1. Quality of taste 1. Rational 1. Security 2. Name of Fish 2. Sign of freshness 2. Responsible 2. Pleasure 3. Sensible price 3. Healthy product 3. Honest 3. Satisfaction 4. Place of fishing 4. Report quality/price 4. Clean 4. Liberty 5. Taste 5. Easy to prepare 5. Independent 5. Prudence 6. Date of capture 6. Gain of time 6. Respectful 6. Take care to the others 7. Aspect 7. Origin of product 7. Helpful 7. Durable contribution 8. Fillet 9. Without bones 10. Origin

21 Terminal Values Satisfaction Durable Sagesse Sécurité Prendre soin Satisfaction Durability Prudence Security Take care Pleasure Instrumental Values Propre Clean Responsable Rationnel Honnête Respectueux Responsible Rational Honest Respectful Consequences Produit sain Qualité gustative Gage de fraicheur Qualité/prix Healthy product Quality of taste Sign of freshness Quality price Origine Origin Attributes Freshness Fraîcheur 46% 46% Espèce 41% Specie 41% Prix raisonnable 40% Reasonable price 40% Lieu de pêche 37% Place of fishing 37%

22 Customer behaviour concerning fresh seafood buying Sample : 109 persons 100% Persons having realized their buying intention 65 persons 60% Persons having not realized their buying intention 44 persons 40% Persons having left off their fresh seafood buying 5 persons 11%% Persons having bought another seafood product that they wanted 39 persons 89%

23 Fresh Seafoods wished before buying Pourcentage % d'individus 40% Kind Type de of produits product de la customers souhaités wish pour l'achat to buy 35% 30% 25% 20% 15% 10% 5% 0% NSP Autres Saumon Crevette Cabillaud Dorade Sardines Huîtres Bar Fruits de mer Moules Bulots Thon Merlu Maquereau Raie Sole St Jacques

24 Attributes influencing consumers buying act % Catched Without bones Fillet Aspect Date of capture Taste Origin Price Specie Freshness

25 Buying attributes of consumers for seafood professionals % Presentation Services Choice Advises Quality/freshness price/promotions

26 Ideal product of fresh seafood: 1. Wild fish 2. Low level of lipid 3. Jagged 4. Boneless 5. Fresh

27 Dissonance Exemple of real purchase Ideal seafood product 1 Wild fish 2 Low level of lipid 3 Jagged 4 Boneless 5 Fresh 1 st species consume in France: Salmon Farmed fish Oily fish (high in omégas 3) Source: Ofimer, 2007

28 3.3. Expectations and needs

29 Total Ideal Tag for fresh seafood (sociodemagraphic segmentation) 1. Wild origin 2. Thin fish 3. Cutted 4. Without bone 5. freshness Females 1. Wild origin 2. Freshness 3. Thin fish 4. Cutted 5. Without bone Males 1. Wild origin 2. Thin fish 3. Cutted 4. Without bone years 1. Cutted 2. Wild origin 3. Thin fish 4. Without bone 5. Freshness years years 1. Cutted 2. Wild origin 3. Thin fish 4. Without bone 5. freshness 1. Wild origin 2. Thin fish 3. Without bone 4. Cutted 5. Freshness 6. Omega 3 >56 years 1. Wild origin 2. Thin fish 3. Cutted 4. Omega 3 5. Without bone 6. freshness

30 Unawareness of fresh seafood products: main obstacle to the consumption of fresh seafood products. Gap between expectations, needs and purchasing habits Which consent to pay? Seal of approval, eco-label, signs of quality Is there a real interest for consumers?

31 Consumer s needs More information about origin, place of fishing, More transparency Proposition from salesmen to discover fresh seafood : recipes and advices about preparation, accompanying vegetables Fresh seafood ready to cook, boneless Stall more exotic and original Cheaper

32 What consumer needs? % d'individus 0% 10% 20% 30% 40% 50% 60% 70% 80% Cutted Prédécoupe du product produit Origins Informations sur informations l'origine Advises Conseils du from seller vendeur Conseils de Advise préparation for preparation Consumer needs Receipes Recettes Nutritional Informations informations nutritionnelles 32 Source : enquêtes focus group, 2009

33 The consumer of tomorrow.. wants to consume ethical products. wants clear information (needs facts to support his emotional choices). wants to improve the quality of life (demand for natural and original products). wants to experience different cultures (demand for ethnic products). wants convenience (offered in the way he wants it)

34 2. Strategies in french food retailing

35 Top 10 world retailing Societies count ries turnover Mds Evolution turnover countries implantation Wal*Mart US Carrefour Fr Tesco UK Metro All Kroger US Ahold Nl Auchan Fr Rewe All Aldi All Lidl & Schwarz All (Casino All ) Source : Nielsen, 2010

36 FRENCH RETAILER S POSITIONING Independent Intermarché (Intermarché, Ecomarché, Netto) Centralised Carrefour (Carrefour, Carrefour Market, Carrefour Contact, Carrefour City Ed, DIA) Auchan Casino (Auchan, Simply Market) (Géant, Casino, Leader Price) Monoprix (Monoprix, Inno, Daily Monop) Integrated Système U (Hyper U, Super U, Marché U, Utile) Leclerc (Leclerc) Decentralised Cora (Cora, Match) Source : S. Gouin

37 Auction rooms and market share Retailers Auction rooms % CARREFOUR Carrefour 25,2 CASINO EMC Distribution 12,6 AUCHAN Auchan 12,3 CORA Provera 3,5 U Système U 9,1 LECLERC Galec 17,1 ITM Intermarché 13,2 93 %

38 Market share in 2009 (billion ) HYPERS SUPERS GROCERY DAIRY 7 5,5 MEAT 4,2 2,5 DELICATESSEN FROZEN 1,9 1,4 FISHERIES 1,8 1,2 Fresh 1,1 0,7 Processed 0,7 0,5 Source : Nielsen 2010

39 Market share of Private labels in 2009 Self service 2008/2007 Casino 35,2 Casino 3,5 Intermarché 29,6 Géant 2,5 Géant 28,3 Carrefour 2,3 Système U 26,6 Atac 2,2 Carrefour 25,3 Leclerc 1,8 Leclerc 23,3 Champion 1,6 Champion 23,1 GMS 1,3 Atac 22,8 Monoprix 1,3 GMS 21,8 Cora 1,2 Auchan 21,3 Intermarché 1,1 Cora Monoprix 19,1 17,8 Système U Supermarchés Match 1 0,4 Source TNS Worldpanel Panel households Supermarchés Match 17,8 Auchan -0,1

40 French consumption/kg /year Bread 80,6 70,6 61,7 53,7 Potatoes 95,6 89,0 60,8 71,3 Fresh vegetables 70,4 88,4 86,0 85,9 Beef 15,6 19,2 17,1 13,8 Poultries 14,2 19,3 21,7 19,7 Eggs 11,5 14,2 14,0 13,6 Seafood (freh, frozen) 9,9 12,8 14,4 11,8 Cheese 13,8 15,2 16,6 18,4 Yogurts 8,6 8,7 15,9 22,2

41 French seafoods consumption/household (Agrimer 2008) Fresh Chilled 66% 15% 13% 84% 11% 5% Hypers & supers Fishmongers Markets Hypers & supers Hard Fishmongers discount And markets Canned Frozen 81% 17% 49% 37% 13% Hypers & supers Hard discount Hypers & supers Specialised Retailers (freezer centers) Hard discount

42 Contracts and merchandising typology Structures Types of contracts Management stores Procurement Merchandising Integrated groups Explicit contracts Centralised retailers Direct office procurement Imported + aquaculture Independent groups Implicit contracts Decentralised retailers Direct store procurement Small scale fisheries (local)

43 Insufficient visibility on unloadings Lack of information in real time to organise the sale of fresh seafoods Adequation fresh seafood/sale in store Difficulty to anticipate the price variations Lack of reliable information contributes to the difficulties to organise the selling stores

44 Promotion policies National promotion : 2 months before selling (to ensure supplying) Difficult to supply 10 tons of brittany lobster Increase NIP (New Instrument Publicity) Theatralisation, animation, testing Answer to situation/function Category management

45 Merchandising expectations New concept of merchandising based on situation/function Singularisation (ITM) Meal solution (carry out) (Carrefour) Packaged (Leclerc, U ) Eat on place (Casino) New target of cunsumers : generational typology New communication : origin, tracability, carbon print

46 Equipment «singularisation type» : Exemple of supermarket Define a shopper segmentation Respect the logic of customer : fishing choice, product range, consumption mode respect the preparation degree : ready to cook, to grill, to broil, to assemble Create a product group : whole, filleted, sliced, thin or thick steak

47 Tomorrow : what attempts and needs? Theatralisation : an answer of evasion needs? Point of sale atmosphere is able to influence the shopper Fishing display in supermarkets and fishmongers have to stimulate buying customers

48 Conclusion

49 In the future Private lebel increasing Fresh space development New concepts Shelves re positioning

50 The end of fresh seafood products? Fresh seafood stall will decrease Fresh seafood in packaging will increase including new concept : ready to cook, ready to eat, to mix with something, with sauce Only several fresh seafood species will be available New merchandising concept will be necessary to extend the consumer generations

51 Thank you for your attention!