Case: Health Conscious Consumers

Consumers are becoming health conscious and would like to consume foods which are balanced and have all the required nutrients in proper quantities. These ingredients are cholesterol, salt, sugar, fiber, calories and additives. The consumers are not only concerned about such goods for themselves, but also their families.

A survey was made by a company to find out the food attitudes of consumers. This was done to find out how products could be designed, advertised and positioned to attract health conscious consumers. The survey of food attitude was carried out as food-related items. These attitudes were food conscious, cooking attitudes, brand loyalty, instant foods, price sensitivity, value, etc. The analysis revealed that basically customers could be classified into three categories.

Category I: Older Consumers

These were health conscious older people, who because of medical consideration, had little choice, and these people were concerned about sugar, salt, greasy foods, etc. They ate meals regularly, at regular timings, and took great precautions for their food. They used branded products and played very safe in eating outside and not consuming food not prescribed for them.

Category II: Buyers of Convenience Food

These are younger consumers keeping busy mostly outside the house, who skip lunch or breakfast. They rely on convenience food and fast foods. They have a hectic lifestyle. They are upwardly mobile, use ready to eat and frozen foods. They work mostly outside the house and are pressed for time. They have an irregular schedule for meals. They also dislike cooking and want to utilize time for leisure and other activities rather than for cooking. They are not very concerned about balanced diet and would have greasy burgers or any other fast foods to suit their convenience. They can also be categorized under impulse buyers, rather than careful shoppers. If the product has appeal, it will be bought, and the price and brand name are not the main considerations.

Category III: Cooking Own Food

They like to cook their own food and get involved in the kitchen. They love to make an assortment of dishes. This is also done to cut costs. They like to buy their own groceries and cooking stuff, and do not want to waste money on fancy packings. They do not try new products, i.e., they are not innovators, but try to be a late majority, and buy a thing, when it has established itself in the market. They tend to have a big family, and must economize, as well.

Questions:

1. What inferences can be drawn by marketeers from the above study? How does it help them to formulate strategies for advertisement, positioning, etc.?

2. Do you require any other information and why?