Màrqueting de l'alimentació

Abstract

Marketing investigates what consumers desire and need. The firm then thinks of the way to produce and sell a product that is profitable to both the manufacturer and the consumer. The key drivers for consumers are health, pleasure and comfort. In the food sector the trend is acceptance of' biotechnology, sociability, cosmopolitanism, destructured habits, dieting, fiuod culture, refinement and simplicity. Once needs are detected, marketing induces buying products which do not disappoint consumers, in attractive packs and prices and with persuasive advertising.