Audencia-Nantes, School of Management, PRES-LUNAM, LESMA (Laboratoire de recherche en Stratégie et Marchés des produits Agroalimentaires), 8 route de la Jonelière, BP 31222, F-44312 Nantes 03, France.
Appetite. 2012 Dec;59(3):844-52. doi: 10.1016/j.appet.2012.08.020. Epub 2012 Aug 29.
The search for new markets in the seafood sector, associated with the question of the continuity of raw oyster consumption over generations can be an opportunity for processors to extend their ranges with oyster-based products. The twofold aim of this study was to evaluate the impact of processing and social representation on perception of oyster-based products by French consumers and to identify the best means of development in order to avoid possible failure in the market. Five products with different degrees of processing (cooked oysters in a half-shell, hot preparation for toast, potted oyster, oyster butter and oyster-based soup) were presented within focus groups and consumer tests, at home and in canteens with the staff of several companies in order to reach consumers with different ages and professional activities. The results showed that social representation had a strong impact and that behaviours were contrasted according to the initial profile of the consumer (traditional raw oyster consumers or non-consumers) and their age distribution (younger and older people). The degree of processing has to be adapted to each segment. It is suggested to develop early exposure to influence the food choices and preferences of the youngest consumers on a long-term basis.
在海鲜行业寻找新市场，与蚝类消费的代际延续问题相关，这为加工商提供了一个机会，可利用蚝类产品扩大其产品范围。本研究的双重目的是评估加工和社会认知对法国消费者对蚝类产品的感知的影响，并确定最佳的发展手段，以避免市场可能的失败。在焦点小组和消费者测试中，共展示了五种不同加工程度的产品（带壳煮蚝、烤面包热制备、罐装蚝、蚝酱和蚝汤），在几个公司的食堂和员工家中进行，以接触不同年龄和职业活动的消费者。结果表明，社会认知具有很强的影响力，而且根据消费者的初始特征（传统生蚝消费者或非消费者）及其年龄分布（年轻人和老年人），行为存在差异。加工程度必须适应每个细分市场。建议尽早进行接触，以长期影响最年轻消费者的食物选择和偏好。
