I am researching marketing of food souvenirs. Would foodies be the only segment to research or not? Would you buy a food souvenir in a foreign country? For yourself or as a present? Why would you wouldn' you buy it?
I regularly do it. If I try something and want to share the experience with somebody who is not with me, I buy food souvenirs. It should be durable and transportable. For instance, local alcoholic beverages, spices. In these cases, I tend to buy premium stuff for a gift and economic stuff for myself.
I would be interested to participate in the study, establishing data collection tools (e.g., customer interviews or online) and do some advanced statistical analyses (PCA, clustering).
Dear Robert,
Thank you for your insight... I am kind od dissapointed in low interest of RG community on the topic. Right now I am working on research design which I intwnd to present at a conference in February in Croatia, hoping to get some feedback. I am willing to cooperate wirh you on the research. If you send me your e-mail, I will be glad to give you some inputs to think about. You xan contact me at [email protected]. regards,
Mirna
Hi there,
interesting question! Just out of interest I checked scholar for existing work and found this paper
Altintzoglou, Themistoklis, Morten Heide, and Trude Borch. "Food souvenirs: buying behaviour of tourists in Norway." British Food Journal 118.1 (2016): 119-131.
If you dont know it yet, then maybe it is of help for your future research.
My best regards
Samuel
When I was young and visited for the first time Israel, a 3 kg fresh melon was my souvenir to Sweden:). Many years after the second world war, food was restricted in Finland, then Swedish coffee and butter were frequent and appreciated souvenirs. Today Reindeer meat from Lapland is most welcome in the South. From Latvia a certain balsam drink and from the Netherlands' Genever are popular souvenirs. From France cheeses are often found in the luggage, from Switzerland and Belgium chocolate are welcome. And so on.
Hi Mirna,
Segmenting into foodies and non-foodies is a reasonable suggestion, but it's not immediately obvious how you would do it. Self-reporting carries a massive bias, and other methods like ownership of cookbooks, frequency of cooking/eating new foods, frequency of eating out, will all capture elements of other variables, namely measures of socio-economic background.
I think one of the biggest deterrents to buying food souvenirs is the limitation on transporting food, either from airlines in terms of baggage, from airports in terms of liquids, or from countries in terms of what is and isn't allowed in and out of the country. Genoa airport, for example, have exempted pesto from the ban on liquids, which will almost certainly increase tourists' purchases of pesto as a souvenir.
Personally, I would consider segmenting by:
Souvenir country of purchase
Tourist's country of residence
State of souvenir (liquid or solid)
Size of souvenir
Durability of souvenir
Age of purchaser
Final consumer of souvenir (i.e. self or gift)
Gender of purchaser
Frequency of travel abroad
Previously visited country of purchase (binary variable)
Household income
Kind regards,
Josh
Thanks a lot. Would you please answer the questionnaire I ' ve put on RG regarding food souvenirs? I think I have captured most of your segmentation criteria, but you are right - it will probably be the most difficult to identify foodies.
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