The influence of award labels on Belgian consumers: An analysis of consumer behavior towards the Voted Product of the Year label in the food industry

Details

Supervisors

Schuiling, Isabelle

Faculty

Louvain School of Management

Degree label

Master [120] : ingénieur de gestion, à finalité spécialisée

Abstract

Food brands in the market are constantly striving to innovate their product offerings. This drive for innovation is fueled by a continuously growing food industry. In order to stand out from their competitors, brands need to employ sophisticated marketing strategies to differentiate their alimentary products and secure a leading position in their respective markets. One such strategy involves obtaining certification through labels, which then becomes an additional reason for consumers to make a purchase. The "Product of the Year" company is responsible for organizing product contests that rewards brands whose innovative product has been voted the best of its category by a jury of consumers. The winning brand is then granted to display the "Voted Product of the Year" label on the product package for a duration of one year, in exchange for a fee. However, the influence of this label on consumer purchasing behavior has not yet been explored in depth. This master's thesis aims to investigate whether the "Voted Product of the Year" label has an impact on Belgian consumers’ behavior. To achieve this, a quantitative study will be conducted using experiments and surveys among the Belgian population. After analyzing the results statistically, conclusions and recommendations will be drawn for both the "Product of the Year" organization and brands seeking to attract consumers through innovative means.