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Christie also draws a distinction between taste and flavor. As opposed to the basic tastes of salty, sweet, bitter, and sour, flavor involves both taste and smell, she says, as well as "cultural differences, regional preferences, and personal experiences," not to mention the inherent variations that arise depending on where the food was grown or produced.
Taste apparently goes hand in hand with other attributes shoppers seek in their produce. When consumers were asked how important taste was compared with some other produce characteristics, such as health, 38 percent reported making decisions to purchase produce for both taste and health reasons, vs. just one or the other.
In the survey -- conducted by telephone in late April by Cambridge, Mass.-based Opinion Dynamics Corp. -- a whopping 92 percent of 1,000 primary shoppers ranked taste as somewhat or extremely important. However, only 30 percent of shoppers reported middle-of-the-road satisfaction with the taste of the produce they purchase, and an even smaller proportion (25 percent) said they're very satisfied.
To overcome this perceived "taste void," Christie advises retailers to "stop guessing and ask your customers about their specific expectations." Sales will increase only once the industry does a better job of "delivering on expectations," she says.
Nearly 70 percent of shoppers surveyed for PMA reported that they would pay at least a little more for better-tasting produce, and 10 percent said they're willing to pay a lot more. Further, shoppers who reported they're not satisfied with their produce most often pointed to a lack of freshness.
It comes as no surprise that consumers place a premium value on the taste of fresh produce. What might surprise, however, is that many consumers say they're willing to pay more for great-tasting fruits and veggies, but don't get the chance because their supermarkets are failing to deliver.
Christie says what surprises her most about the results of the latest consumer research is that taste turns out to be even more important to consumers than year-round availability, "particularly in our instant-gratification society. We're not paying attention" to the high priority consumers place on taste.
Dave Corsi, PMA board secretary-treasurer and v.p./produce and floral operations for Rochester, N.Y.-based Wegmans Food Markets, adds that better-tasting product will benefit from well-executed communication. "Educating consumers about produce availability, handling, and use is a tremendous opportunity to drive sales that is frequently underutilized," says Corsi. "It's really a win-win situation -- showcasing flavorful, ripe products at their peak satisfies consumers' taste buds and inevitably leads to increased sales."
The gap between consumers' taste expectations and their experiences is probably having its biggest negative impact at the supermarket checkout, says Lorna Christie, PMA's s.v.p./industry products and services, as shoppers say freshness and taste are both key influencers in decisions to purchase locally grown produce.
Source: progressivegrocer"Survey after survey after survey indicates that the issue of flavor and taste has long been a popular topic among consumers when it comes to fresh produce," she says. But given the melting pot of flavors and tastes abounding in our national palette, the fact that retailers are struggling to meet such varied expectations is understandable.
That's the conclusion of recent research shared by the Newark, Del.-based Produce Marketing Association (PMA). The trade group says the industry is probably missing golden opportunities to boost sales, because of consumer dissatisfaction.
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