Changing Consumer Preferences in Emerging Markets: Food Market Challenges in Central Mexico

Research output: Contribution to journalArticle

Abstract

As incomes in emerging markets grow, consumers’ ability to break from former food consumption patterns and introduce new foods or conveniences grows as well. While this general principle is widely accepted, the path of such introductions is not identical worldwide. In this study, we explore how consumers in an advanced emerging market have identified with their current food options, including open-air markets v. supermarkets, and simple v. processed alternatives. Using focus groups, we find that Mexican consumers have strong ties to traditions in food preparation while also showing interest in modern food conveniences. Using product adoption theory, we show that consumers exhibit expected traits of innovation resistance, social contagion influence, and consumption innovativeness, but with specific local variation, including problems with trust, expectations of government action (paternalismo), and considerable definitional confusion. Foreign marketers wishing to access the growing Mexican market should account for these differences from broader product adoption theory.

Original languageEnglish (US)
Pages (from-to)378-403
Number of pages26
JournalJournal of Food Products Marketing
Volume25
Issue number4
DOIs
StatePublished - May 4 2019

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consumer preferences
Mexico
Fast Foods
markets
Food
Confusion
Aptitude
Focus Groups
prepared foods
food preparation
focus groups
supermarkets
food consumption
income
Consumer Behavior
Emerging markets
Consumer preferences
Food markets

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Food Science
  • Marketing

Cite this

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abstract = "As incomes in emerging markets grow, consumers’ ability to break from former food consumption patterns and introduce new foods or conveniences grows as well. While this general principle is widely accepted, the path of such introductions is not identical worldwide. In this study, we explore how consumers in an advanced emerging market have identified with their current food options, including open-air markets v. supermarkets, and simple v. processed alternatives. Using focus groups, we find that Mexican consumers have strong ties to traditions in food preparation while also showing interest in modern food conveniences. Using product adoption theory, we show that consumers exhibit expected traits of innovation resistance, social contagion influence, and consumption innovativeness, but with specific local variation, including problems with trust, expectations of government action (paternalismo), and considerable definitional confusion. Foreign marketers wishing to access the growing Mexican market should account for these differences from broader product adoption theory.",
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Changing Consumer Preferences in Emerging Markets : Food Market Challenges in Central Mexico. / Stanton, Julie.

In: Journal of Food Products Marketing, Vol. 25, No. 4, 04.05.2019, p. 378-403.

Research output: Contribution to journalArticle

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