主要的研究问题是，“什么是营销重点(定义为4p的营销)，是什么是目前的F &Z Pty有限公司采取了。
媒体对食品安全的曝光导致消费者普遍关注本土品牌和传统食品(Xia, 2015)。人们注意到有机食品和食品品牌正在采取行动，它们为产品的安全和健康大举投资营销。Wang等人(2008)对北京居民进行的研究表明，如果食品安全得到保证，消费者甚至可能愿意额外支付5% – 6%的额外费用。同样，如果让消费者在有机食品和本地食品之间做出选择，研究表明，消费者可能比本地品牌更有可能选择有机食品。
2.1. Purpose of the Research Project
The purpose of the research project is to understand how health awareness and organic food preferences by consumers of the Australian food market sector is changing the food industry. Companies in the food industry of Australia need to be aware of these changing perspectives and have to structure their marketing accordingly. The study is conducted to understand the form of media impact that has given rise to the increased awareness and food preferences. The research aims at understanding the implications for food company marketing. Based on the research analysis, food companies (such as supermarkets, restaurants, etc) would be able to change their marketing approaches in order to cater to the consumer awareness and food preferences.
2.2. Research Questions
The main research questions is, “What is the marketing focus (defined in terms of 4Ps of Marketing) that F &Z Pty Limited has taken up in current times.
The research questions for the research are as follows,
What are the consumer attitude towards food safety with respect to the organic produce market?
What are consumer attitude towards organic foods?
Have food companies changed their marketing campaigns based on the increasing food awareness on food safety?
Do media messages on food safety with respect to the Chinese food industry have an impact on consumer choice of organic and non-organic produce?
2.3. Significance of the Project
The project attempts to understand how consumer attitude towards safety of food has changed and how this means that the marketing of food companies have to catch up with these changes. The project by means of primary research attempts to show how consumers believe food marketing in the country caters to their expectations or otherwise. Understanding consumer attitudes would be helpful for the marketing of food brands. This is a necessity in current times, as research suggests that after some food scares in 2012 and 2013, Australian local brands might not be that well received in the country. However, there are also paradoxical statements made in some other researchers that seem to show consumers might perceive the organic and the non-organic food market with the same viewpoint.
3. Project Related Literature Summary
3.1. MBA Discipline Area of This Project
The subject area that this research is concerned with is marketing and marketing management. Marketing management based on consumer opinions, consumer changing trends and preferences will ensure company success. In this context, understanding how food safety preferences of consumers would have an impact on consumer choice of organic food produce will be useful for the marketing department of organic food prduct and retail companies in general.
3.2. Review of Some Literature
Media exposure on food product safety has led to consumers being concerned about local brands and traditional food in general (Xia, 2015). There is a move observed towards organic food and food brands that heavily invest in marketing for the safety and healthiness of their product. Research conducted on Beijing residents by Wang et al (2008) indicates that consumers might even be willing to pay an additional 5-6 percent extra if required for their food products is guaranteed their safety. Similarly, given a choice between organic and local food produces, studies indicate that consumers might be more likely to choose organic food produce more than even the local brands.