Martinho Vítor João Pereira Domingues
Agricultural School (ESAV) and CERNAS-IPV Research Centre, Polytechnic Institute of Viseu (IPV), 3504-510 Viseu, Portugal.
Foods. 2020 Nov 12;9(11):1651. doi: 10.3390/foods9111651.
The choices and preferences of food consumers are influenced by several factors, from those related to the socioeconomic, cultural, and health dimensions to marketing strategies. In fact, marketing is a determinant ingredient in the choices related to food consumption. Nonetheless, for an effective implementation of any marketing approach, the brands play a crucial role. Creating new brands in the food sector is not always easy, considering the relevant amount of these goods produced within the agricultural sector and in small food industries. The small dimension of the production units in these sectors hinders both brand creation and respective branding. In this context, it would seem important to analyse the relationships between food marketing and consumer choice, highlighting the role of brands in these frameworks. For this purpose, a literature review was carried out considering 147 documents from Scopus database for the topics of search "food marketing" and "choices" (search performed on 16 October 2020). As main insights, it is worth highlighting that the main issues addressed by the literature, concerning food marketing and consumer choices, are the following: economic theory; label and packaging; marketing strategies; agriculture and food industry; market segments; social dimensions; brand and branding. In turn, food marketing heavily conditions consumer choices; however, these related instruments are better manipulated by larger companies. In addition, this review highlights that bigger companies have dominant positions in these markets which are not always beneficial to the consumers' objectives.
食品消费者的选择和偏好受到多种因素的影响，从与社会经济、文化和健康层面相关的因素到营销策略。事实上，营销是影响食品消费选择的一个决定性因素。然而，对于任何营销方法的有效实施，品牌都起着至关重要的作用。考虑到农业部门和小型食品工业生产的此类商品数量众多，在食品领域创建新品牌并非总是易事。这些部门生产单位规模较小，既阻碍了品牌创建，也不利于各自的品牌推广。在这种背景下，分析食品营销与消费者选择之间的关系，突出品牌在这些框架中的作用似乎很重要。为此，我们进行了一项文献综述，考虑了来自Scopus数据库的147篇关于搜索主题“食品营销”和“选择”的文献（检索于2020年10月16日）。作为主要见解，值得强调的是，文献中涉及食品营销和消费者选择的主要问题如下：经济理论；标签和包装；营销策略；农业和食品工业；市场细分；社会层面；品牌与品牌推广。反过来，食品营销严重影响消费者选择；然而，这些相关手段在大公司手中能得到更好的运用。此外，本次综述强调，大公司在这些市场中占据主导地位，而这并不总是有利于消费者目标的实现。
