Learning from the BSE crisis - Empirical findings on consumer behaviour and its importancefor producers, trade and consumer protection

The present analysis is based on the analysis of POS scanner data from food retailers to show that decreasing individual signal-effects of potentially unsafe products are connected to lower levels of non-consumption. Results of a survey of consumers in four outlets show that marked differences exist between intended shopping behaviour of consumers, reflected in the survey, and actual consumer behaviour mirrored in the scanner data analysis. Survey results indicate that the family background (children in the household), shopping frequency, brand consciousness, labels of origin and quality labels and the price exert an influence on the purchasing decisions of consumers. Consumer protection and business objectives of food producers and retailers do not necessarily contradict each other. More quality competition instead of price competition in trade can certainly ensure a higher degree of food safety and protect consumers against health damage and companies against economic damage.