التفاصيل البيبلوغرافية
| العنوان: |
Marketing “Gamer Foods”: Qualitative Insights into Responsible Strategy Development. |
| المؤلفون: |
Cronin, James, McCarthy, Mary |
| المصدر: |
Journal of Food Products Marketing; May/Jun2012, Vol. 18 Issue 3, p163-185, 23p |
| مصطلحات موضوعية: |
QUALITATIVE research, SNACK foods, MARKETING strategy, CONSUMERS, FOOD production, HEDONIC damages, MARATHONS (Sports), INTERVIEWING |
| مستخلص: |
The purpose of this article is to explore the video-gaming experience as a novel consumption occasion for snack foods and to provide insights into responsible marketing strategy development. Consumers' desired food product attributes, their motivating conditions to snack while gaming, and the environment in which this takes place are explored qualitatively through 14 in-depth interviews and 10 separate points of field observation. The findings indicate certain unhealthy food products are valued during the occasion for their social hedonic appeal but also for the basic function of fuelling long marathons of concentration and competition. Results are used to inform strategic considerations which are presented using the traditional marketing mix framework of product, promotion, price, and place of distribution. Therein, management is cautioned toward the obesogenic elements of the consumption occasion and this is a critical consideration throughout. Management is strongly advised to develop and promote healthier snacks as part of facilitating an enabling environment for sustainable food choices. [ABSTRACT FROM PUBLISHER] |
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Copyright of Journal of Food Products Marketing is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Complementary Index |
