Baadsgaard, Allan3; Gede, Mads Peter3; Grunert, Klaus G.5; Jensen, Nick Norman3
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 unknown4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
The sales of a food product category are usually assumed, over time, to follow the pattern of a product life cycle. Between countries, the product life cycles of a given product category may be lagged, depending on economic and other variations be the countries (type I lag). In addition, life cycles for different product categories may be lagged (type II lag) because changes in economic and other factors will result in demands for different products. Identifying lagged life cycle structures major importance in global marketing of food products. The problems in arriving at such estimates are demonstrated for three pork products. Evidence for both types of lags was found. It can also be shown that economic factors explain only part of variance in the sale of the products in various parts of the world, and that cultural, distributional, and other non-economic factors can explain part of the remaining variance.
HHÅ forskning; MAPP
Main Research Area:
First International Multidisciplinary Conference on Food Choice, Brussels, 1992