Consumer behaviour assignment
Case 2
Answer1)
In this case study company want to attract health conscious consumers, that's
why company conduct a survey to get the information about food the hobbits of
the consumer.
To collect the information through the survey people are divided in three
categories
Elder consumer
Younger consumer
Middle aged consumer
ELDERLY CONSUMERS:
Older people are more health conscious due to medical and health considerations
They have a restricted diet and they do not change their taste and preference
towards food frequently
They are more brand conscious and brand loyal than other segments
Older people have high involvement in buying food products as some food
may be harmful to them therefore they check all product attributes before
buying
They are regular consumers and will prefer home delivery than purchasing
food from outside
They are Late Majority and Laggards in the product life-cycle stage, rarely try
new products
They have a negative attitude towards canned/packed food and fast-food
The user may not be the actual buy
YOUNG CONSUMERS:
Young consumers are less health conscious than other segments and prefer
outside food
They are less involved in buying food products as they have a hectic work
schedule and dynamic lifestyle and like to try new products
They are early adopters therefore they can be used as innovators and opinion
leaders to influence the early and late majority consumers
They prefer to eat outside and shop outside
They are impulsive buyers and buy at convenience, their purchase decision is
highly influenced by attractiveness of the product
They are less brand loyal and focus more on product appeals than price or
brand of the product
The user is the actual buyer
MIDDLE-AGED CONSUMERS:
They are less brand loyal but very health conscious
This segment usually consists of big families, Married people with kids
They too like elderly have a negative attitude towards canned/packed food
and are sceptical towards outside food
They resort to traditional products and do not try new and innovative products
They lie in the late majority and laggards i.e. they only buy a product when it
is successful in the market
Due to large number of end users (family members) they have a restricted
budget and they like to store product in large quantities
The user may not be the actual buy
The above information can be used in the following ways to formulate an
effective marketing strategy –
On the basis of the above information Older and Middle aged
segment can prove to be a better market than young consumers.
Therefore marketing efforts must be directed towards elderly
people, big and small families and married couples.
Health conscious consumers will prefer healthy products like fresh
and toned milk, clean chicken, fresh vegetables, healthy oil rather
than packed products which are healthy like healthy biscuits,
healthy chocolates, canned energy drinks etc. as they like to cook
their own food.
Consumers of Healthy food products will focus more on Brand
name and Price of the product then fancy product appeals.
Therefore efforts must be made to position the products as high
performing and authentic food products
ANSWER 2)
The following suggestions have been identified as effective ways to
market healthy food and are further needed and the reasons why they
need to be listed below:
1. Data and information
You can include information such as scientific evidence of nutrition that
proves nutrition or health claims, or release some market understanding
and consumer behaviour. We often call them "evidence of healthy
eating" and "consumer understanding". This type of data is usually
collected by doing research.
2. Content Marketing
Most healthy food products are small in medium-sized companies, so
marketing their content is an inexpensive way to showcase to viewers,
and helps them find, select, buy and share it with consumers. To some
extent, content marketing can replace traditional advertising, costly
promotions and complex corporate communications. The introduction of
a new food product requires more creative formats in addition to media
releases, including videos, contests, lectures, demonstrations, etc.
Feeding on social media can create the sound of your brand, build
relationships with fans and deliver value to your company.
3. Oral Marketing on Social Media
For example, Nestlé's baby food products introduced ‘Naturnes’ in
Germany and Sweden. Mothers who have used these products are
encouraged to share their experiences on the website, where they can
communicate and follow product news on Facebook.
4. Promotional Activities to Enhance Your Voice
For example, at a cooking show, you can promote your products with
posters, recipe cards or shelf speakers to highlight specific foods .
A Healthy Food in a market are:
For primary food producers, it would result in: n
Improved production practices;
Improved product quality and price;
Greater market access; and Reduced costs due to recall/wastage of
food. For food market vendors, it would result in:
Improved business and sales;
Improved product quality;
Reduced costs due to recall/wastage of food;
Safer working environment;
Greater empowerment;
Increased job satisfaction; and
Preserved customs and traditions, in contrast to the increasing trend
towards supermarkets. For the adjacent community, the ongoing
improvements in the food market will mean:
Improved source of safe and nutritious food;
Increased community health and safety;
Reduced community health care costs;
Increased knowledge levels (mainly but not restricted to food safety,
general hygiene, health and management); and
Improved involvement of women in community issues
