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The role of consumption orientation in consumer food preferences in emerging markets

机译：消费导向在新兴市场中消费者食品偏好中的作用

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Global marketers are widely implementing global or local product positioning in an attempt to appeal to consumers in international markets. However, there is no consensus in homogenization versus heterogenization of consumer needs and globalization vs. localization of the marketplace.This paper examines the relationship between consumption orientation and the use of various extrinsic and intrinsic product attributes by consumers in emerging markets. This paper employs a discrete choice experiment to explore the preferences of consumers with glocal, local, and global orientations from six emerging markets using fresh pork as a stimulus.We found that consumer orientation impacts consumer preferences for pork products. Product origin was the most important attribute in the evaluation of products across all countries. Local consumers placed higher importance on origin than glocal and global consumers. Glocal consumers were found to be the biggest segment with their own unique blend of preference for products with various attributes.
机译：全球营销人员正在广泛实施全球或本地产品定位，以吸引国际市场上的消费者。然而，在消费者需求的同质化与异质化以及全球化与市场本地化之间，尚无共识。本文研究了新兴市场中消费者的消费取向与各种外部和内在产品属性的使用之间的关系。本文采用离散选择实验，使用新鲜猪肉作为刺激，从六个新兴市场中探索具有全球，本地和全球取向的消费者偏好。我们发现，消费者取向会影响消费者对猪肉产品的偏好。产品来源是所有国家/地区产品评估中最重要的属性。与全球和全球消费者相比，本地消费者对原产地的重视程度更高。发现本地消费者是最大的细分市场，他们对具有各种属性的产品拥有自己独特的偏好组合。

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