Consumer Behaviour, Marketing Strategy, and Categories of Innovation for Cultured Meat

Consumer Behaviours

Food innovation is significant in the present scenario to attract healthy lifestyles involving required nutrients. Cultured meat in this regard brings sustainability and assurance of a good heath (Bryant & Dillard, 2019). The present study has aimed to discuss the consumer behaviours and marketing strategy of MEAT Co. to facilitate the cultured meat business. The study has further covered the factors that influence the consumers’ purchasing decision while buying cultured meat. The relevant consumer behaviours impacting the cultured meat business have been highlighted. Categories of Innovation and stages for adopting the Innovation have been discussed. The marketing strategy for promoting the cultural meat products have been mentioned clearly, and further, the study has presented a 4P marketing mix to elaborate the strategy in a better way. The creation of consumer value through cultured meat has been outlined by the study. Additionally, the study has presented several recommendations in the present regard to facilitating MEAT Co.

Figure 1: Consumers’ attitudes

Complex buying behaviour occurs when an individual is engaged with previous research regarding the product. The consumer has a fixed mind set-up in such cases that are difficult to be manipulated. According to Zakatov (2018), Dissonance-reducing attitudes engage the high involvement of the consumer and are further related to the expensive, infrequent and risky purchases. On the other hand, Variety-seeking behaviour is engaged with the purchases where consumers have less engagement and less knowledge regarding the products. In such cases, consumers sometimes don’t even evaluate the product choice. Thus, it leaves major scopes for manipulation. As described by Pujari et al. (2016), Habitual purchasing attitudes entitle consumers not to switch brands, especially when the brands are similar in nature. These attitudes can be influenced through a strong brand image of the company in the food industry. Further, Impulsive buying behaviour involves minimum engagement from the consumers. They even do not search for the details of the product while purchasing the products, and these kinds of attitudes are easy to influence by marketing and promotional strategies. At the same time, MEAT Co. needs to identify and influence these attitudes among the consumers while looking after the cultured meat products.

Figure 2: Factors impacting consumers purchasing decisions

As discussed by Bartkowiak, Potrawiak and Pavlenko (2019), individual psychological factors such as motivation, attitudes, interest, emotion, feelings, personality, memory and perception drive the purchasing intention among the buyers. The needs, requirements and expectations of the consumer further play a major role in cultured meat purchasing. Social acceptance, trends and traditions regarding food habits are significant as social factors to influence the purchasing decision. Presently, the digital marketing trend and doorstep delivery trend is crucial to influence consumer purchasing intentions. As elaborated by Nasution and Rossanty (2018), cultural factors have a great influence on the desires and attitudes of an individual while making purchasing decisions. The traditions, morals, beliefs, values associated with a culture further drive the food habit that is further impacting the purchasing decision of cultured meat products. Personal factors such as age, sex, gender, nutrient requirements, likes, dislikes regarding food habits drive the purchasing decision of the consumers for cultured meat products. The Price of the products the financial status of the consumers making purchasing decisions influence the scenario majorly. MEAT Co. is required to focus on these factors to influence the consumers’ purchasing decision to buy cultured meat.

Factors Impacting The Decision-Making Process

Variety seeking behaviour, habitual attitude and impulsive buying behaviour are relevant in the present context. The people seek for diverse food items can be approached to influence the consumers’ persona. Apart from that, habitual attitudes and impulsive purchase behaviour can be influenced by engaging in effective promotional strategies. The positive impacts of cultured meat can be explored to influence consumer buying persona. The health benefits are needed to be highlighted to attract consumers.

Incremental Innovation defines the Innovation in the food industry with existing technology implementation and explores the innovative food products in an existing market. It further requires quality improvement while presenting the innovative food items with existing technologies in an existing market. As opined by Treich (2021), incremental innovation gears up the production rate for the company.

Disruptive Innovation is Innovation that involves a new market and new values, including minimizing resources. Sustaining Innovation valuing the consumers’ needs is the concern for MEAT Co. while implementing the disruptive Innovation to foster the growth of the cultured meat products.

Architectural Innovation engages the company to change the overall products to satisfy the consumer base with their requirements. This further encourages using the existing components in the production activities for cultured meat. As described by Liu, Zou and Zhang (2020), the quality of the human settlement is fostered by the current category of Innovation. High technological advancement is engaged with the present scenario to attract better marketing or promotional advantages for cultured meat products.

Radical Innovation is best for the present regard as it focuses on achieving competitive advantages in the market. Improving brand image and consumer loyalty is the major focus for the MEAT Co. while involving this category of Innovation in developing the market for cultured meat products to attract consumers.

Awareness regarding the product base and marketing scenario is involved with the stages of adopting an innovative food product. The interest rates of the consumers are significant and need to be verified to understand the profitability of the innovative items while introducing them to the market. Impacts of the innovative product on the business are required to be evaluated to understand the marketing scenario in a better way. The stage, trial, engages testing of the products in terms of their ability to meet the expectations. Adoption involves the community voices regarding the product base. As argued by Bozhuk et al. (2019), adoption decision involves research, forming an opinion, making decisions, acquisition and confirming the decisions.

Relevant Consumer Behaviours

A potential marketing strategy that can be implemented in the present regard to introducing cultured meat to attract profits can engage celebrity endorsements to attract consumers. As described by Returns (2016), it attracts trustworthiness about the products and brand among the consumers. This is further beneficial to influence the purchase intention of cultured meat products.

Figure 3: 4P Marketing Mix

The products are needed to be quality ensured to maintain the health needs of the consumers. According to Latifian and Kooshki (2016), proper management of producing the items can foster better business for the company. Price issues must be resolved on a prior basis as cultured meat is an expensive food item in the market. The technological advancements can be used in favour of MEAT Co. to minimize the price range. Continuing the risk analysis can be beneficial in the present regard to influence the consumers. Social media promotions involving celebrity endorsement is beneficial as the promotional strategy to improve the marketing scenario. Popular places or locations and digital populations can be targeted to promote cultured meat in the present context to influence the buying persona of the consumers.

Consumers’ value can be created in the present regard by concerning the quality and amount of nutrients present in the cultured meat. Creating value further involves the necessity of consuming cultured meat rather than the normal one. Apart from that, the celebrities can be involved to enhance the brand recognition for MEAT Co. to attract better value. The cost of the products along with the attractive packaging should be encouraged to attract better values from the consumers’ perception.

MEAT Co. is suggested to go through the risk analysis on a continuous basis to attract better outcomes by avoiding the risk factors involved with the scenario. Implementations of advanced technologies involving efficient staff and training processes are beneficial for the company to attract better profits. The prices of the products are needed to be ensured to attract competitive advantages while introducing cultured meat. The consumers’ purchasing intentions can be shaped through the use of social media sites for promoting or creating a positive image for the product base.

Conclusion

It is concluded by the study that MEAT Co., while promoting cultured meat products, is focusing on shaping habitual, impulsive and variety-seeking behaviours. These behaviours can be easily manipulated, and consumers are less engaged with the purchasing decision-making process. Further, it is analyzed that the company need to minimize the cost to influence consumers by the economic factors involved with making purchasing decisions. Psychological and personal factors are needed to highlight to promote the products by influencing consumers buying persona. 4P marketing mix further interpreted that digital strategy involving celebrities is useful to influence a maximum number of consumers. Apart from that, adoption stages and innovation categories are analyzed to understand the marketing scenario. It has further elaborated a concept of consumer value creation by the products to ensure profits for MEAT Co. the study has recommended continuing the risk assessment throughout the production to meet the quality expectations of the consumers.

Reference List

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