Introduction
The conversion of raw materials for food and other substances is all entailed in the process of Food production. Food Production necessitates gathering the harvests and meat products from the farms and processing them to produce marketable food products. Due to the increase in population the rate of the food consumed has risen.
Due to this, the rate of food production has also gone up. The food produced is now either low quality food or high quality food. The quality of food a consumer purchases depends on the income the consumer gets. This paper focuses on how food production and food consumption has affected the eating habits and led to the introduction of junk foods because of the production and consumption factors.
The quality and quantity of food produced nowadays is higher in fats. Due to the increasing incomes, consumption of high fat diets has increased since the consumers can afford the products. Nowadays there have been a slowed production of farm produce and crop yields. Consumers have reduced the intake of staple foods like cereals and are now preferring dairy and meat products. Demand for these goods has grown faster than the production leading to the decline in the quality of the final products.
While referring to the history and origins of food consumption, it can be stated that complex of human experiences and activities creates a source of deep considerations for the sociologists. Beardsworth and Keil (1997) state that, through “…food intake is an inescapable physiological necessity, eating entails far more than its basic physiological dimensions” (p. 6). Apparently, the eating process implies a complex whole of sophisticated physiological, psychological, ecological, economic, social, political, and cultural dimensions.
These series are heavily discussed and analyzed by social and anthropological sciences that think over existing challenges and questions. In this respect, Counihan and Esterik (1997), along with Forth & Carden-Coyne (2005), support the idea of considering food as an important cultural element shaping the tastes of individuals and societies.
In particular, they draw explicit parallels between the physiological body image and its relation to food consumption. This is of particular concern to Western cultures where people with excess weight were considered as well-off members of society.
Existing stereotypes can create a number of problems in terms of human health, but, what is more important; it shapes future trends in the field of food industry (Ritzer, 2010).
Overall, pre-consideration of existing external factors influencing people’s outlook on food consumption should be discussed in more detail (Montanari, 2006; Petrie, 2011). A number of concepts can be highlighted through the prism of current theories and frameworks, which will further be used in inventing strategies for enhancing a competitive edge among the leading food producers.
Factors influencing food consumption and production
While exploring the main activities in the field of the fast food industry, many companies should evaluate and define the major social and cultural factors that influence those activities before making important decision. The factors are strongly associated with a social, competitive, and legal setting that defines whether a company will gain its competitive advantage or lose it.
The social factors have led to the impact on the availability of the product. Depending on a consumer’s economic status, the food produced can be available or unavailable depending on the economic status of the neighbourhood. Food production is low in areas covered by higher poverty levels.
The purchasing power of consumers in the urban areas is higher than in the rural areas. This is simply because consumers in the rural areas earn less than in the urban areas. The purchasing power also varies with the amount the consumer has to spend on other expenses e.g. house rent.
Most of the food production industries are located in urban areas. Food consumption has affected the prices of the food produced, since the processing costs, energy costs and transportation are all passed to the consumer. Since the consumers are willing to pay for quality food and beverages with less preservatives and additives, industries have had to adapt to this trend. When processing and producing the food and beverages, industries should ensure the finished products satisfy the consumer’s requirements.
Despite the fact that the world society lives in the era of globalization, the focus should still be placed on analysing local trends in developing food tastes and ways of consumption (Cousins & Lillicrap 2010). More importantly, the external environment provides a fuller picture of techniques and strategies that a company should use to protect a sustainable market share.
The climate changes, global warming and water scarcity have affected food production. Farmers are cultivating their farms for better produce but when it comes to harvesting the yields are poor. Many farmers are becoming discouraged because of the losses they undergo. Due to these factors, consumers have to learn to take alternatives from the farm products to either animal and dairy products.
Food production and consumption can be affected by the appearance, taste or flavour of the final product. When a final product is of quality, consumption of the product increases and thus there is increasing demand for the product. The company producing such a product has to increase its production rate to fulfill the consumers demand. A commodity can gain a sustainable market simply because it is sweet or it has a smart appearance.
In this respect, numerous theories, trends and concepts have been introduced to determine a set of factors that influence further development of the food industry. The environment affects food production. The waste disposal and consumer activities have to a decline in basic foods processed.
Food production and consumption in an area depends on the culture of the people in that area. The culture that every person has been brought up in has great influence on the choice of food he/she prefers. Food production in an area characterized by culture and beliefs is highly affected.
Imagine a food production industry producing pork products in a Muslim community. This would be disastrous for the company because apart from the non-Muslims, the products cannot be consumed. This also has effects on the farmer since the demand for the pigs he/she rears will be low. The type of food to be consumed also depends on the age and the members to be in the Sociological studies come to the forth when it comes to food and eating concept from a social perspective.
While considering current trends in food consumption, the importance should also be attained in the past. Historical and social backgrounds, therefore, are among the most important aspects shaping the contemporary perspectives and tendencies in food and beverage production (Beardworth & Keil, 1997, p. 13).
Apart from social dimension, food trends are largely influenced by cultural issues. Many people having problems with food consumption, including obesity, take their roots in cultural context (Counihan & Esterik, 1997, p. 203).
In particular, such aspects as “the functioning of the family, the economic and class organization, the political system, the religious and magical beliefs, the values that men live by related to each other….” (Counihan & Esterik, 1997, p. 203). Judging from the above, consideration of multiple theories, concepts, and trends is important for defining further paths for developing food industry and for working out effective strategies.
Theories behind Food and beverage consumption
Despite the fact that the world society lives in the era of globalization, the focus should still be placed on analysing local trends in developing food tastes and ways of consumption. Food choice, therefore, depends on many variables that are also defined through an individuals’ thinking process – behavior deciding and perceptual affective – which form the main underpinnings of the theory of planned behavior.
The link between behaviour and attitude is evident and, as a result, the majority of food choices provides an exhaustive rational for predicting consumer demands (Connor, 1993). Judging from the previously presented assumptions, further emphasis should be placed on defining other food variables shaping the choices of individuals. These factors are predominantly external, as compared to the theory of planned behaviour (Mavando & Farrell, 2003).
Hence, consumer behaviour is also largely influenced by external cultural, economic, and political environments that play a pivotal role in food preferences and people’s intention to purchase (Iop et al., 2006). The role of behaviour and the external environment is also heavily studied in the field of anthropology. From its viewpoint, basic concerns with food choice are specifically connected to the symbolism of thinness and fatness in various societies.
According to Counihan and Esterik (1997), “…there might be conflicting values concerning fatness and thinness, about eating and …that of this conflict might stem from the fact that live in a rapidly changing society, where traditional values linger beside the new ones” (p. 203). Using a comparative approach, the researchers consider it necessary to attain the problem of obesity to the problem of changing patterns of food consumption, along with understanding the symbolism of thinness and ability in different cultures.
While referring to anthropological studies, specific attention should be placed on the emerging culture of fast food consumption in the United States (Ritzer, 2010). According to the current trends, the world has become extremely rationalized because many people make choices while being dominated by predictability, efficiency, calculability, and advanced technologies controlling people’s mind.
The so-called process is often referred as to McDonaldization, which is somewhat congruent with the Weber’s theory of rationalization. The process is specifically concerned with the basic trends of consumption where the main paradigm is a fast food restaurant (Ritzer, 2010, p. 25).
Nowadays, people are more bound by institutionalized rules that help them decide which products to purchase. These principles completely differ from previously established patterns of consumption based on religious and cultural concerns (Han & Sharon, 1994). Weber’s theory proclaims bureaucracy as the core paradigm of rationality possessing a great number of advantages over other approaches that help individuals make their food choices.
The given theory is closely associated with the theory of reasoned action proposed by Fishbein and Ajzen (Shepherd & Raats, 2006, p. 46). According to this theory, subjective norms from the second aspect of intention.
This determinant is defined “… as perception of general social pressure to perform or not to perform a given behaviour” (Shepherd & Raats, 2006, p. 46). Subjective norms are often perceived as pressure received from influential references. Prejudices and fixed stereotypes, therefore, are the leading ones in shaping people’s food choice (Philip, 1998).
Contrary to the rational trends in understanding food consumption, it is imperative to discuss shifts of existing food consumption systems to understand why rational theories are not always effective in defining people’s choice. At this point, understanding social environment is important, but defining people’s needs and increasing consumer demand is far more important (Wilk, 2006).
To support the idea, Peterson and Ammann (2003) believe that, despite the existing social and economic pressures, people are fully aware of their needs and concerns and, therefore, much of their preferences just comes from external pressure, but not from the internal needs. In this respect, specific emphasis should be placed on exploring the culture of taste among various countries and society to adjust existing values to changing preferences (Korsmeyer, 2005).
Identifying the Main Strengths
While discussing the key concepts and theories of food consumption and production, it is important to put a consideration to the external pressures and internal needs. Specific attention should be stressed to Weber’s theory of rationalization of food consumption that distorts tastes of individuals, along with the theory of planned behaviour that is impossible to ignore as far as the making choice is concerned.
According to Weber’s theory, the rise in the cost of food and beverages is triggered by the increased demand for the food and beverages (Cousins & Lillicrap 2010). The livelihood status of the consumers has improved due to better pay. When the consumers’ income increases, they tend to change from buying cheaper food and beverages to more expensive ones. This leads to industries replacing lower quality foods and beverages with those of more quality. This forces the industries to hike the prices of the finished products.
Finally, exploring prehistory of food culture, as well as considering food choice with regard to taste culture should come up with existing social and economic conditions.
Highlighting the Main Weaknesses
Theory of reasoned action revealed subjective norms influencing people’s choice. However, it does not define human awareness and behaviour as the leading decision making process. Similarly, the focus should be made on perceptual aspects of individuals rather on external social pressure while working out a specific rationale for developing strategies (Adorno, 1991; Goody, 1982). Alternatively, the existing problems with obesity, as well as distorted stereotypes, can have negative consequences for human health.
Working out Strategies for Food Production and consumption
An in-depth analysis of existing theories and models of food consumption provides a salient insight into the problems and concerns connected to existing trends in producing food (Derensky, 2008). The relation between cultural orientation of consumers and organizational culture is evident because it has a potent impact on existing business environment (Mavando and Farrell, 2003).
Numerous producers fail to think over future trends in food production with regard to local cultures and rituals. Ignoring such aspects as local development and making an emphasis on mass culture can prevent leading companies from attracting more consumers and gaining a competitive edge (Blackwel et al, 2001).
Indeed, global orientation and successful marketing can be enhanced in case major companies consider the role of local culture and development in shaping the market (Hofstede, 1998). At this point, Hofstede (1998) states, “virtuous behaviour toward others consists of treating others as one would like to be treated oneself: a basis human benevolence” (p. 8). In this respect, defining the basic needs of local consumers can contribute to predicting the needs of people originating from other cultures.
Capturing the main values and their relationship to consumer behaviour leads to defining three types of needs that can be satisfied by the producers – experiential, functional, and social (Kim et al, 2002). In this respect, experiential needs must be associated with the importance of flavour and taste in human experience (Korsmeyer, 2005). Social needs are connected with the globalization process and pressure of external environment (Waters, 2010).
Reorganization of food industry and deviation from the concept of fast-food restaurants can provide a new level of food product (Yiannas, 2009). In other words, food producers should take a greater responsibility over their consumers to ensure supply of healthy and secure food. More importantly, it can attract more guests and customers from other countries, which can contrite to creating a sustainable market share (Baum, 1995; Lindgreen et al., 2009).
Sustaining and developing a safe and advanced approach to food production can improve the marketing situation and provide producers with new methods of advertising products. Hence, greater importance should be attained to the quality and health of consumers because these issues are closely connected to the global economy and ecology. Predicting the failure of famous brands should make the leading producers rethink their strategies of marketing goods and provide changes to different spheres of production and advertising.
Conclusion
Food consumption and consumer behaviour depend on a large number of factors, including social, cultural, economic, and legal. These external aspects should be carefully considered by many companies for the purpose of achieving a competitive advantage over other companies and sustain proper development of market share.
In order to define what lies behind the concepts of food consumption, a number of theories have been investigated. Theory of planned behaviour, consideration of local culture, and theory of reasoned actions, along with Webber theory have been analysed to define which framework is the most effective one to apply to future strategic management in the field of the food industry.
It has been defined, however, that both general social pressures, as well as individual preferences should be taken into consideration while building effective business strategies.
In addition, food producers should focus on the development of innovative and safe approaches to food production and distribution. At this point, fast-food mass culture should be gradually changed in the culture of healthy and secure food sustaining human welfare. This implies that famous brands can lose their competitive advantage unless their strategies for food marketing are changed.
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