Innovation in Trás-os-Montes traditional products: consumer perception about new products derived from alheira
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abstract
Innovation is a key factor to generate profitability and growth ensuring that companies succeed and remain in the market even in difficult economic and financial periods (Nielsen, 2015). Companies need to be continually innovating to be competitive. In this context, many companies invest in the development of new products to gain a greater market share and to achieve higher profits. Consumers have a strong appetite for innovation and demand quantity, quality and variety of products. Sociodemographic characteristics have a significant influence on consumer behavior regarding the adoption of new products (Wang, Dou and Zhou, 2008). This work is part of a project developed under ProDeR, measure 4.1 - Cooperation for innovation, dedicated to the development of new products derived from alheira, namely, snacks with alheira filling. The project results from a partnership between a research unit and an industrial company.
Innovation is seen as driving economic growth. In the field of consumer products, innovation is a
key factor to generate profitability and growth, ensuring that companies succeed and remain in the
market even in difficult economic and financial periods (Nielsen, 2015). Companies need to be
continually innovating to be competitive. In this context, many companies invest in the
development of new products to gain a greater market share and, consequently, to achieve higher
profits. On the opposite side, consumers have a strong appetite for innovation and are increasingly
demanding in terms of quantity, quality and variety of products. On the other hand, the literature
demonstrates that sociodemographic characteristics have a significant influence on consumer
behavior regarding the adoption of new products, indicating that younger consumers with higher
income and higher education level tend to adopt innovations faster (Gatignon and Robertson, 1985;
Wang, Dou and Zhou, 2008). This work is part of a project developed under PRODER, measure 4.1 -
Cooperation for innovation, dedicated to the development of new products derived from alheira,
namely, snacks with alheira filling. The project results from a partnership between a research unit
and an industrial company.
In December 2017, tastings were held at Intermarché located in Bragança city. The new product
was presented to the consumer with two types of presentation, namely croissant brioche dough
with alheira filling and small rectangular portions of brioche dough with alheira filling. Consumers
were invited to participate in the tasting event on a voluntary basis. After the tasting of the
product, participants were asked to complete a questionnaire with the objective to evaluate the
product tasted on a scale from 1 (Very unpleasant) to 5 (Very pleasant), requesting the indication of
a reason justifying the evaluation; to know the intention to buy on a scale from 1 (I would not buy it
for sure) to 5 (I would buy it for sure); and to know the most appealing shape of presentation of the
product from the perspective of the consumer. In addition, questions were asked about age, gender
and occupation. Data were processed using SPSS (Statistical Package for Social Sciences) software.
The authors are grateful to the Foundation for Science and Technology (FCT, Portugal)
and FEDER (ERDF) under the PT2020 program for financial support to CIMO (UID/AGR/00690/2013) and
ProDeR, measure 4.1. Cooperation for Innovation (Project reference: 020570056343).
The authors are grateful to the Foundation for Science and Technology (FCT, Portugal) and FEDER under the PT2020 program for financial support to CIMO (UID/AGR/00690/2013) and ProDeR, measure 4.1. Cooperation for Innovation (Project reference: 020570056343).
