A Framework for Understanding Market Responsiveness

Abstract

In Part II, we discussed theoretical approaches and methodologies which can be used by food companies to improve their knowledge about target markets. As we have seen, such knowledge can be based on intelligence about distributors (such as concentration, retailer strategies, retailer buying behaviour, etc.) and consumers (food related lifestyle, value perception, satisfaction, etc.). The concept of ‘intelligence’ implies that data are not only collected and analysed, but also turned into information and used in decision-making.