The horse meat scandal is rumored in Europe. It was found horse DNA in beef products in 16 European countries. The cheap horse meat was mixed in several of beef products in the complex supply chain. The scandal has beaten the consumers’ confidence to the meat industry. The video reported that more customers are preferred to buy the burger from the traditional artisan butchers.

It is customer’s preference to choose what to eat and what not to eat. However, mixing horse meat into beef and labeled as beef has cheated customers. Customers have not been valued at this case. The relationship among meat suppliers, meat producers and customers cracked. Because of the scandal, the credit of food safety in Europe has been beaten and it will take a long time to rebuild consumers’ confidence. Since the scandal has involved the whole supply chain of meat production, it is not only the issue of specifics producers, but the government of the Europe. Ranges of steps have to be pledged to strengthened customers confidence of meat production and food processing industries.

On the other hand, those producers who aim to provide the best quality of product have won the attention from customers after this scandal. Since these producers have treasured customers value, they have won advantages from other producers.

Reference:

http://www.guardian.co.uk/uk/2013/feb/23/horsemeat-scandal-francois-hollande

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9890008/Horse-meat-crisis-prompts-retailers-group-to-review-food-safety-scrutiny.html

http://www.cnn.com/2013/02/23/world/europe/france-horse-meat-probe/index.html

Recently, I  have read a blog on Drew’s Marketing Minute blog which talked about the two of the best Superbowl commercials. Drew’s opinion is that these commercials can touch people’s heart but may not be able to encourage people to buy their products. Drew’s opinion reminds me one of the psychological factors of consumer behavior which is attitude. Both of these two ads have successfully catch people’s attention by telling a touching story. People firstly moved by the story (feel) and when the commercials end they understand the idea the commercial or the brand is trying to deliver (think). Lastly, their recognition of the brand may influence their behavior. Since these ads are full of positive energy which leave consumers a good imagine of the brand and therefore consumer are willing to understand their products. Though as Drew mentioned, these ads may not be able to ask consumer for a real purchase, it at least make consumer remember them.

Reference:

http://www.drewsmarketingminute.com/2013/02/touching-my-heart-doesnt-necessarily-touch-my-wallet.html#comments