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Consumatore Post-Moderno e prodotti funzionali

Consumatore Post-Moderno e prodotti funzionali


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About the Book

I prodotti innovativi sono un elemento chiave nella strategia di sviluppo di un'azienda. Questo è vero in particolar modo nel settore alimentare dove ad una crescente competitività si associa un'evoluzione schizofrenica della domanda dei consumatori dove l'attenzione per gli aspetti ambientali, sociali ed etici coesiste con l'edonismo. Il comportamento dei consumatori nei confronti della tecnologia può influenzare il potenziale successo di un nuovo prodotto, il cui tasso di fallimento è noto per essere molto alto. In questo lavoro, attraverso un ciclo di aste sperimentali si è inteso valutare la disponibilità a pagare per uno specifico prodotto funzionale. Le problematiche affrontate sono il bias ipotetico e le WTP reali. Dopo un'analisi dei risultati di entrambi gli studi si può affermare che hanno confermato il loro ruolo determinante come driver d'acquisto per i prodotti funzionali: l'atteggiamento tecnofobico dei responsabili dell'atto di acquisto; il livello di fiducia nei confronti della scienza e della tecnologia; l'attenzione all'aspetto salutistico dei prodotti alimentari.


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Product Details
  • ISBN-13: 9783639776317
  • Publisher: Edizioni Accademiche Italiane
  • Binding: Paperback
  • Language: Italian
  • Returnable: N
  • Spine Width: 12 mm
  • Width: 152 mm
  • ISBN-10: 3639776313
  • Publisher Date: 28 Oct 2015
  • Height: 229 mm
  • No of Pages: 208
  • Series Title: Italian
  • Weight: 363 gr


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