The future of Aviko: The acceptance of food innovations by young consumers An investigation into the factors influencing the consumer acceptance process

Abstract

This study investigated the factors that influence the acceptance of an Aviko food innovation by young consumers aged between eighteen and forty. Based on existing literature and an interview with managers of Aviko's Marketing Retail department, a conceptual model was designed and an online survey was developed. Based on the results of the online survey, a focus group was conducted with seven young consumers. From the results it can be concluded that young consumers are not as innovative as Aviko and other companies believe. They want to minimize risk as much as possible and communication is considered very important in the whole process of the new product. Finally, it has been found that young consumers see big, well-known brands as quality and that this has a positive influence on the acceptance of a new food innovation.