3. Conclusion

Although many questions remain as to the consumer's choice of food products, marketing research provides a better understanding of this choice, through the study of the consumer's decision-making process, and then, more globally, of choice models. It shows agri-food companies that it is important not to close the analysis by studying a product's potential for market success in isolation, but to focus instead on the benefits that the food product is likely to bring to the consumer, bearing in mind that consumer expectations vary depending in particular on the consumption situation. In addition, marketing research reminds food companies of the complexity of consumer choice, as consumers look for both quality and variety in food products. Finally, it enables them to better describe their target segments in terms of consumers and consumption situations, and to tailor products and communication...