2. Theories and models of consumer behavior

In the previous paragraph, we highlighted the factors influencing food consumption. By studying these factors, marketers have sought to understand and model consumer behavior. This is not just of theoretical interest: it is extremely important for food companies to understand how consumers make decisions and choices.

Based on the study of the consumer's "black box" (figure 2 ), marketing research studies the consumer's decision-making process, or proposes choice models to better understand consumer choice, and offers agri-food companies different segmentation methods to meet the multiple expectations of consumers with regard to food products.