F & Z Pty。食品零售服务有限公司是企业选择的营销问题进行分析的实体。食品部门只是f&z Pty提供的零售服务的一部分。新鲜水果和送货服务是澳大利亚有机食品工业的重要组成部分。消费者越来越意识到食品污染的形式和有机食品对健康的好处，因为他们似乎正在慢慢地转向有机食品。
这项研究的必要性来自于消费者对食品观念的改变。当前消费者对转基因食品的态度更加消极，对任何形式的食品健康污染的容忍度较低。在这一背景下，无论中国国内的人口结构如何，消费者都更喜欢在当地更安全的农业生产中生产的食品(Taylor, 2008)。他们更喜欢没有经过改造的食物，而是用当地的方法制作的。专业知识实际上是对消费者态度的认知。一些研究表明，过去喜欢转基因大豆油的消费者，如果他们的收入能力增加，实际上可能更喜欢转基因大豆油(Xia, 2015)。原因是消费者对可接受风险的态度会随着他们获得选择更健康选择的能力而下降。这也反映在他们对有机食品的态度上。在消费者如何看待食品以及这些食品如何在媒体中呈现的情况下，可以看到一个明显的影响。因此，媒体营销信息驱动了消费者的态度，以及其他宏观变量，如更好的生活质量，更好的个人经济等。在这样的背景下，为了迎合和吸引有健康意识的消费者群体，企业的营销工作变得至关重要。有机和非有机食品更具体地考虑在新鲜水果和蔬菜行业的背景下，如F & Z Pty迎合。
Food safety has become a strong priority in many countries. Some of the more recent scandals in terms of food safety in China, such as the Sanlu Group’s Dairy powder scandal and the E.coli recall in countries such as the United States are seen to affect consumer perception of food product safety. In this context, analysis of how consumer preferences have changed, and how consumers have taken to organic foods would have much implications for marketing in the food industry is of great significance.
F & Z Pty. Ltd food retail services is the business entity selected for which the marketing issues are analyzed. The food department is just one part of the retail services that is offered by F & Z Pty. The fresh fruit and delivery services forms a significant part of the organic food industry of Australia. Consumers are more aware of the forms of food contaminations and the health benefits of organic food as they seem to slowly switch over to organics.
1.2. Project Research Problem
The need for the study arises from the changing consumer perceptions on food. Consumers in current time have adopted a more negative attitude towards genetically modified food, and have a lower tolerance level for any form of food health contaminations. In this context, irrespective of demographics within the country of China, consumers were noted to prefer food prepared in more local and safer agricultural practices (Taylor, 2008). They prefer food that has not been engineered but prepared by more local means. A professional knowledge is perceived with respect to the consumer attitude in fact. Some research studies show that consumers who used to prefer GM soybean oil might actually prefer GM soybean free oil if their income capacity increases (Xia, 2015). The reason for this is that the consumer’s attitude towards the acceptable risks goes down as they earn the capacity for choosing healthier option. This is also reflected in their attitude towards organic food products. There is a clear affect seen in the case of how consumers perceive food products and how these food products are represented in media. Media marketing messages hence has driven consumer attitude, as well as other macro variables such as better quality of living, better personal economics, etc. Given this background context, it becomes critical for the businesses to work on their marketing so as to cater to and attract the health conscious consumer segment. Organic and non-organic food is more specifically considered in the context of fresh fruits and the vegetable industry such as the one F & Z Pty caters to.