CONSUMER'S LOW EXPECTATIONS FOR LOW FAT F'OODS
A label that says ‘light’ reads ‘less tasty’ to most consumers, a new study finds
perhaps they’d be better off not knowing they’re eating it."
In recent year , health issues related to food brough up awarness to the consumers. In order to reach more consumers. companies started to market "light", "low fat", "reduced fact"products. All of these seem to be more appealing to comsumers who pays attention to what they eat. However, looking back in time, "healthy" food were know for less or no taste.
All these companies labelling the products with "healthy" labels noticed a change in the buying habit of the connsumers. "no sugar added", more or less everybody likes the taste of sweet food compered to non-sweet, even if both products have the same components, the label will push away "taste oriented" consuers, it is psychologic.
In this article, researchers found that "further research is needed to identify how labels affect what people actually choose to buy and eat.
When marketing a product it is important to set a fix target market. Are we targeting "taste oriented" consumers r " health conscious" consumers? Each target market has to be reach differently. We cannot have a "fit all" marketing plan.
Consumer behabvior is an important part of the marketing research. It enable the company to clearly difine their target market and set up a marketing plan that will appeal to the specific group.