Tactics of quality management and promotions: winning consumers for fresh exotic produce

Hans Schepers; Eldert van Henten; Jan Bontsema; Garmt Dijksterhuis

Tactics of quality management and promotions: winning consumers for fresh exotic produce

于Dynamics in chains and networks

著者：

Hans Schepers

Hans Schepers ¹Wageningen University & Research centre, Agrotechnology & Food Innovations, P.O. Box 19, NL 6700 AA Wageningen, The Netherlands

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Eldert van Henten

Eldert van Henten ¹Wageningen University & Research centre, Agrotechnology & Food Innovations, P.O. Box 19, NL 6700 AA Wageningen, The Netherlands

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Jan Bontsema

Jan Bontsema ¹Wageningen University & Research centre, Agrotechnology & Food Innovations, P.O. Box 19, NL 6700 AA Wageningen, The Netherlands

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, and

Garmt Dijksterhuis

Garmt Dijksterhuis ¹Wageningen University & Research centre, Agrotechnology & Food Innovations, P.O. Box 19, NL 6700 AA Wageningen, The Netherlands
²University of Groningen, Department of Marketing and Marketing Research, P.O.Box 800, NL 9700 AV Groningen, The Netherlands

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类型:: 章节

Page Range:: 566–580

DOI:: https://doi.org/10.3920/9789086865260_067

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Strict application of agro-logistics expertise solely focused on minimisation of product loss precludes building a substantial volume of consumption, as consumers do not value unripe fruits. We hypothesise that selling at a more ripe stage will generate more profit for both retailer and producer, even when product loss increases. With help of a simple dynamical model describing the repeat purchase frequency of mangoes in a consumer population, we illustrate under which circumstances such a scenario of ‘ready to eat’ positioning creates value for both the retailer and the producer. Even when innovative in its own right, the model is designed to serve as discussion support tool. It helps to identify cost-sharing of promotion expenses, product positioning and reduction of the variation in product quality (through technological means) as possible collaborative innovation areas, and to show in what order these innovation areas best deserve attention.

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Dynamics in chains and networks

ISBN:: 9789086865260

出版社:: Wageningen Academic

印刷出版日期:: 10 Oct 2004

Subjects
- Life Sciences

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Tactics of quality management and promotions: winning consumers for fresh exotic produce

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Dynamics in chains and networks

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