This chapter summarizes the findings of this paper and suggests market strategies according to acknowledged theory based on the segmentation of the market. The scope of this paper is limited to recommendations of the strategies and will not exhaustively prescribe a complete marketing strategy. Shortcomings and limitations are commented upon, and suggestions for further research on the topic is presented.
6.1 Key findings
The findings in this paper are consistent with current literature on the topic. Skepticism, food neophobia and a reluctance towards insect-based food is key describing terms of potential consumers attitudes. Through concealing and manipulating the appearance, consumers perceptions can be influenced. With the increased media focus on sustainability and insects as alternative and complementary food resources, awareness of entomophagy is found in multiple interview objects and respondents. The four main motivations found through explorative interviews were further examined by a questionnaire where quantitative investigation could be performed. Through factor and cluster analysis, the underlying motivation of purchase can be deducted, and a segment based on attitude created. Out of the four group clusters, three of them can be targeted for marketing purposes. To summarize the findings of each group, the wording of the relationship is changed compared to the one in section 5.3. Group 1 – The Rationalists, where environment and health are key motivators, there is a positive relationship between positive hedonic aspects and positive overall attitude towards insect-based food. Group 2 – The Novelty Seekers, where novelty is the main motivation, there is a positive relationship between positive utilitarian aspects of eating insect-based food and positive overall attitudes towards insect-based food. Group 3 – The Explorers, where taste, health and novelty are motivations, there is a positive relationship between positive hedonic aspects and positive overall attitudes towards insect-based food. Group 4 –
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Conservatives is an identified group where the measured motivations don’t directly apply and is therefore not further commented upon. To illustrate the main findings the figure 7 is created. As the scales are made similar, the arrows indicate a positive relationship.
Figure 7 - Illustration of group placement according to significance (Own research)
Comparing figure 8 to figure 4 (classification of motivations) based on existing theory, the placement of the motivational variables is conflicting. This could be the case as the theory of separation of motivation is not applicable to this topic or the limitations of this research with regards to representativeness of the responses, which will be discussed in chapter 6.3. The three first groups make up the market for insect-based food although products should be marketed differently to each segment. Chapter 6.2 comments on a suggestion for a market approach.
6.2 Leveraging motivations
By promoting the motivational factors in each segment, the product of insect-based food can be efficiently and successfully marketed. From the findings, the groups should be targeted on which motivational factors they are clustered together by. The marketing to the Rationalist’s segment would need to focus on the positive environmental impact from insect consumption, rather than traditional meat, while at the same time expressing the health benefits and nutrition contents of the
Overall
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product. This segment can be seen as an early majority in the products life cycle as the motivation of novelty is not appealing to this group. For the Novelty seekers, the special experience and uniqueness of insect consumption should be promoted. Consumers that are segmented as novelty seekers are likely to buy the product in an early stage of the life cycle as the product is considered
“new” and the originality or newness of the product should be communicated. For the Explorers segment, the taste motivation should be leveraged before health and novelty aspects. Insect-based food needs to be perceived as good as, or better to their complementary products when targeting this market. The taste motivation can be complemented by communicating positive health attributes to the product and the uniqueness of the product. The Conservatives segment should not be targeted as none of the motivations will change the attitude towards insect-based food, and it is therefore likely to see this group as the laggards or the late majority in the product life cycle who cannot be convinced until a later point in time where the product has been thoroughly introduced into the market. Based on these arguments, the following product life cycle is proposed.
Figure 8 - Product life cycle with segmentation adoption (Own research + PLC)
By using the established theory of product life cycle and market diffusion theory, the segmented groups can be incorporated into the model, based on the characteristics of the identified
The Novelty Seekers
The Explorers The Rationalists The Conservatives
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motivations. The applicability of this model can be questioned through the representativeness of respondents discussed in chapter 6.3, or the accuracy of segmentation practice, however it serves as a visualization of the interpreted segmentation and a suggestion for diffusion in the target markets.
6.3 Shortcomings and limitations
In this section, shortcomings and limitations will be discussed and the methods weaknesses commented. The structure follows the three-stage approach from the research design. The focus of this thesis has been the European market, not limited to the EU or specific countries. This is done as the marketplace is highly interconnected through bilateral agreements between EU countries and EU neighboring countries. The focus could be narrowed down to focus on one country, however the aim of this study is to get a broader measurement of attitude and perceptions.
The qualitative interviews are carried out with people who communicates an interest for insect-based food, therefore a specific motivation must already be present in the interviewee. Another approach could be to include people with little or no interest in the subject to explore what motivation, possibly could convert skeptical consumers. The number of people interviewed can also be a limitation, however six people is an acceptable number. Qualitative research gained 125 responses, which is an acceptable number of responses in terms of applying factor and cluster analysis, however the number is not representative in terms of measuring the combined European attitude toward insect-based food. The number of responses can also be a reason for conflicting group classifications from figure 4 and 8. As mentioned in chapter 4.5.
6.4 Further research
Suggestions for further research would be to target specific countries and examine potential differences in attitude by country. European countries are subject to common regulation, and country specific regulation thereby possibly restricting a wide market introduction of insect-based
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food. Segmenting the potential consumers on a country basis might be helpful for the successful introduction of entomophagy on a larger scale. Additionally, the research on modification and appearance of insect-based food can be supportive in terms of creating a product that will overcome the current skepticism. Finally, another perspective that has yet to be explored is consumers perceptions on livestock that has fed on insects, or insect-based food. An indirect form of entomophagy might be a stepping stone of introducing the concept and direct consumption of insect-based food.
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