Marketing Food and Beverage Products
Issued Date
2022-01-01
Resource Type
ISSN
21928096
eISSN
2192810X
Scopus ID
2-s2.0-85161958799
Journal Title
Management for Professionals
Volume
Part F379
Start Page
89
End Page
104
Rights Holder(s)
SCOPUS
Bibliographic Citation
Management for Professionals Vol.Part F379 (2022) , 89-104
Suggested Citation
Moschis G.P. Marketing Food and Beverage Products. Management for Professionals Vol.Part F379 (2022) , 89-104. 104. doi:10.1007/978-3-031-13097-7_5 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/87685
Title
Marketing Food and Beverage Products
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
This chapter summarizes existing knowledge on aging and buying habits of older consumers as they apply to food and beverage products, food stores and supermarkets, and restaurants. It presents information relevant to the mature consumer’s shopping preferences for food and beverage products; and includes information on factors that motivate the mature consumer to purchase specific products and brands and on the effectiveness of various marketing stimuli and offerings, such as sales promotions. The chapter builds upon general recommendations offered in Chap. 4 to suggest marketing strategies and tactics specifically relevant to the manufacturing and distribution of food and beverage products. The materials presented suggest the importance of understanding the aging processes older consumers experience that determine to a large extent their needs and preferences for food products and various retail outlets. They help in designing and modifying food and beverage products as well as retail environments to accommodate the physiological, psychological and social changes that occur with advancing age in late life.