What can psychology contribute to business? Consumer research accompanying the launch of a new product on the market
Dominika Maison
Uniwersytet Warszawskihttps://orcid.org/0000-0002-8946-7517
Daria Affeltowicz
Uniwersytet Warszawskihttps://orcid.org/0000-0003-1089-6907
Abstrakt
Aim
The article presents the role of psychology in carrying out consumer research accompanying the creation of an innovative product – a chocolate cream based on oleogel (palm oil substitute).
Method
The studies were carried out by an international consortium within the EIT Food (Horizon 2020 funding) and covered four stages: (1) A segmentation study used to explore the needs of consumers and identify target groups for the new product (in Poland, N = 891 and in Spain, N = 908); (2) Ethnographic research to gain greater insight into consumer motives and barriers (21 in-depth interviews (IDIs) in the homes of respondents); (3) Qualitative research testing the communication concepts of the new product relating to health vs ecological benefits (12 focus group interviews – FGIs); (4) A product taste test to identify the best taste variant to place on the market (N = 1,052 consumers, 314 of which were children aged 6–12 years).
Conclusions
The conducted project is an example of cooperation between the science with business worlds, where the role of scientists consisted of providing in-depth, psychological knowledge about consumers and their needs and behaviours, along with the eating nutritional
behaviour motives and barriers.
Słowa kluczowe:
consumer psychology, marketing surveys, segmentation, communication test, product testBibliografia
Agus, F., Gunarso, P., Sahardjo, B. H., Harris, N., Noordwijk, M. Van, & Killeen, T. J. (2013). Historical Co2 Emissions From Land Use and Land Use Change From the Oil Palm Industry in Indonesia, Malaysia and Papua New Guinea. Reports from the Technical Panels of RSPOs 2nd Greenhouse Gas Working Group, 65–88. Retrieved from http://www.rspo.org/file/GHGWG2/5_historical_CO2_emissions_Agus_et_al.pdf. Google Scholar
Capecchi, S., Amato, M., Sodano, V., & Verneau, F. (2019). Understanding beliefs and concerns towards palm oil: Empirical evidence and policy implications. Food Policy, 89 (November), 101785. DOI: https://doi.org/10.1016/j.foodpol.2019.101785. Google Scholar
Fitzherbert, E. B., Struebig, M. J., Morel, A., Danielsen, F., Brühl, C. A., Donald, P. F., & Phalan, B. (2008). How will oil palm expansion affect biodiversity? Trends in Ecology and Evolution. DOI: https://doi.org/10.1016/j.tree.2008.06.012. Google Scholar
Furman, A., Maison, D. and Sekścińska, K. (2020). Segmentation Based on Attitudes Toward Corporate Social Responsibility in Relation to Demographical Variables and Personal Values – Quantitative and Qualitative Study of Polish Consumers. Frontiers in Psychology, 11, 450. DOI: https://doi.org/10.3389/fpsyg.2020.00450. Google Scholar
Hansen, S. B., Padfield, R., Syayuti, K., Evers, S., Zakariah, Z., & Mastura, S. (2015). Trends in global palm oil sustainability research. Journal of Cleaner Production, 100, 140–149. DOI: https://doi.org/10.1016/j.jclepro.2015.03.051. Google Scholar
Maison D. (2014). Values and Lifestyle Segmentation of Poles 55+ and Its Implications for Consumers’ Attitudes and Behaviour. Management and Business Administration. Central Europe, 4, 78–94. DOI: https://doi.org/10.7206/mba.ce.2084-3356.121. Google Scholar
Maison D., Greszta M. (2014). Czy Polacy są gotowi na odpowiedzialny biznes? Segmentacja Polaków ze względu na postawy i zachowania wobec CSR [Are Poles ready for responsible business? Segmentation of Poles in terms of their CSR-related attitudes Google Scholar
and behaviours]. Handel Wewnętrzny, 4, 171–188. Google Scholar
Maison, D. (2010). Jakościowe metody badań marketingowych. Jak zrozumiec konsumenta. [Qualitative Methods of Marketing Research. How to Understand a Consumer]. Warsaw: PWN. Google Scholar
McCarthy, J. F., Gillespie, P., & Zen, Z. (2012). Swimming Upstream: Local Indonesian Production Networks in “Globalized” Palm Oil Production. World Development, 40(3), 555–569. DOI: https://doi.org/10.1016/j.worlddev.2011.07.012. Google Scholar
Nellemann C., Miles L., Kaltenborn B.P.,Virtue M., Ahlenius H. (2007). The last stand of the orangutan – State of emergency: Illegal logging, fire and palm oil in Indonesia’s national parks. United Nations Environment Program. Retrieved from http://www.grida.no/_documents/orangutan/full_orangutanreport.pdf. Google Scholar
Ruysschaert, D., & Salles, D. (2014). Towards global voluntary standards: Questioning the effectiveness in attaining conservation goals. The case of the Roundtable on Sustainable Palm Oil (RSPO). Ecological Economics, 107, 438–446. https://doi.org/10.1016/j.ecolecon. Google Scholar
09.016. Google Scholar
Stasiuk, K. & Maison, D. (2014). Psychologia konsumenta [Consumer Psychology]. Warsaw: PWN. Google Scholar
Tueros, I., Grazia, A., Maison, D., Mielniczuk, B. (2020). Now food solutions for cancer patients: a consumer-centered approach. New Food, 24, 27–28. Google Scholar
WEI (20160 – Raport Fundacji Warsaw Enterprise Institute “Przyszłość polskiej nauki – potencjał i bariery współpracy biznesu z nauką” [Warsaw Enterprise Institute Report “The Future of Polish Science – The Potential and Barriers to Cooperation Google Scholar
Between Business and Science”]. https://zpp.net.pl/files/manager/file-22a429c12de-53aeda38d8d20a566ba17.pdf. Google Scholar
Licencja
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne – Bez utworów zależnych 4.0 Międzynarodowe.
