| |
The Four Segments of Yogurt Consumers: Preferences an Mind-Sets
Page Range: 1 - 22
DOI: 10.1300/J038v11n01_01
Copyright Year: 2005
|
|
Contributors:
|
Tracy Luckow, Department of Food and Nutritional Sciences, University College Cork, Cork, Ireland, t.luckow@ucc.ie
Howard R. Moskowitz, Moskowitz Jacobs Inc., White Plains, NY
Jacqueline Beckley, The Insight & Understanding Group, Denville, NJ
J Hirsch, MangoLogic, Manville, NJ, 08835, jhirsch@fourscorefive.com,
S. Genchi, Symrise, Teterboro, NJ
|
|
|
[ ] Yes, I would like to purchase an electronic (downloadable) pdf
of this article.
(Need faxed or paper copy? Order these when you
reach our shipping options during checkout....keep going!)
|
|
|
Purchase This Subscription
|
|
|
|
|
|
Login To This Page
|
|
Abstract:
|
Yogurt, a food already considered to be healthy, can benefit from health messaging and promotion. A market exists for yogurts containing added health benefits. This paper presents the results of Healthy You! 2002, an online conjoint study of yogurt consumers, which identified patterns of preference of marketing statements in the areas of health information, sensory communications, emotional benefits and endorsements. Yogurt consumers were categorized into four segments, based on the pattern of their utility values. Health Seekers (33%) want healthy yogurts, but are not willing to sacrifice taste, the Product Lovers (24%) eat yogurt because of the health benefits, Anti Healthy Devotees (36%) are driven by the total taste, textural, and situational experience of consuming yogurt, whereas Flavor Cravers (7%) are loyal to their brand, and influenced by endorsements from health agencies.
|
|
Journal Title:
|
Journal of Food Products Marketing:
innovations in food advertising, food promotion, food publicity, and food sales promotion
Volume: 11 Issue: 1
ISSN: 1045-4446 Pub Date: 4/13/2005
Table of Contents for this Issue
Recommend This Journal
|
| Send me an Email with the free Table of Contents for this Journal when a new issue is published. |
Reprints and Permissions
