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 Aarhus BSS Administrative Centre - Aarhus BSS Communication, Aarhus BSS Administrative Centre, Aarhus BSS, Aarhus University5 Aarhus BSS Administrative Centre - Aarhus BSS Communication, Aarhus BSS Administrative Centre, Aarhus BSS, Aarhus University
The once well-known marketing parameters, the four P's (price, product, place and promotion) are no longer as decisive as they used to be. Today, trust, trustworthiness and longterm orientation are stated to be more important. These are the conclusions of a study on retailers' motives for choosing products and suppliers. The results are based on a MAPP study on what Danish and German retailers value when they list new products and suppliers. All in all, 65 interviews with headbuyers of fish and pork in Danish and German retail chainswere carried out. A surprising result of the study is that price no longer plays an important part when buyers purchase fish and pork from their suppliers. Buyers claim that the reason why price is of a relatively low importance is that, in general, consumers of today have other demands and attitudes towards food products. Consumers expect fish and pork to be of a high and consistent quality. Today, product information and traceability are also stated to be of greater importance in the mind of consumers. Finally, increased importance is attached to animal welfare, especially as regards pork. Buyers believe trustworthiness and trust in a long-term collaboration to be a decisive source to meet customers' many demands to retailers. Suppliers that are able to meet retailer demands are characterised by their long-term oriented point of view to collaboration, as are buyers. The mutual interest in long-term collaboration has several positive consequences for both partners. Among other things, suppliers are encouraged to live up to a stable supply of products of a consistent high quality. Retailers are offered a more stable product line at stable prices. In return, retailers favour this by sticking to the supplier.