Profiling the Fortified Health Food Consumer - a study of Swedish margarine
HealthFortified FoodSegmentationPurchase LoyaltyMargarineManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this thesis is to gain a holistic understanding of who are the consumers of fortified health food products; moreover to highlight what are the characteristics of the consumers who are likely to purchase these products. This thesis employed a quantitative strategy with an inductive and a grounded theory approach. The data was collected from a research company. Existing theories in the area of functional food were not possible to find. Considering that the area is new this seems plausible; however, previous studies provided insight for substantive framework. As for the theoretical framework, it was built upon existing segmentation variables.GFK, world?s 4th largest Research Company, provided us with data which converted to information. This company specialises in information on Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. Distinguishing trademarks among the segments of margarine could be found. Difference in terms of demographic, geographic, sychographic and most interesting behavioural aspects could be found among the product segments. By the approach of backward segmentation and incorporating further knowledge could be gained as to further give fruitful information of typifying the fortified food consumer.