Dealing with consumer uncertainty

Public Relations in the Food Sector

By: Karin Bergmann

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Hardcover | 11 January 2002

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244 Pages

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23.5 x 15.88 x 1.91

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My studies on the "uncertain consumer" began with a research project c- ducted by the Dr. Rainer Wild-Stiftung - Foundation for healthy nutrition - on the negative image of processed food. Ever since then I have been asked whether or not growing consumer uncertainty is linked to information po- cies of the food sector and if so, how. Intensive three-year research showed that industrial methods of food production are predestined to result in wayward fears and worry over its healthiness. This is due to the fact that during the process of industrialisation, we gradually passed responsibility for the quality of food into the producers' hands. This, in turn, has resulted in information gaps that we, as the addressees of diverse, often overwhelming and contrad- tory information supplied by varying sources, feel today. We exchanged the daily search for food for the daily search for information long ago. Con- quently, a practical concept for public relations stands at the end of my - search into the uncertain consumer. It accounts for uncertainty regarding processed food as a point of reference for public relations targeted towards various groups. Public relations oriented towards the future calls for the sharing of expert information with all interested consumers. It is the goal of businesses to actively build up trust among the consumers in order to be prepared for new causes for uncertainty appearing periodically. To this day the issue of consumer uncertainty has not lost its topicality.

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Published: 15th December 2010

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Charts
Tables
Graphs
Introduction	p. 1
Information in the Food Sector - A Parameter of Consumer Uncertainty?	p. 1
Goal and Structure of the Book	p. 3
Uncertainty and Diet in Industrial Society	p. 5
"Security" and "Uncertainty" in the Context of the Development of Industrial Society	p. 5
Consumer Uncertainty in the Food Sector	p. 10
Public Relations and Business Communications for Building Trust	p. 46
Diet-Related Uncertainty: Empirical Results	p. 57
The Expert Discussion	p. 57
The Representative Poll	p. 63
Recommendations for the Organisation of Target Group Work within the Framework of Business Information Policy	p. 157
Image as a Criterion of Segmentation	p. 157
Explanations on Method	p. 158
Description of the Target Group Profiles	p. 161
Goals of Public Relations	p. 167
Informational Content	p. 171
Means of Information	p. 175
Summary and Outlook	p. 181
Literature	p. 185
Appendix	p. 203
Subject Index	p. 215
Table of Contents provided by Blackwell. All Rights Reserved.

Dealing with consumer uncertainty

Public Relations in the Food Sector

At a Glance

Hardcover

Shipping

How to return your order

Defective items

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Other Editions and Formats

Paperback

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