Title: Marketing elements for launching a new functional food product: a case of Indonesian market
Abstract: In the area of functional food (FF) many studies have been performed to focus on explaining the psychological set such as attitude and acceptance, and also to understand the socio-demographic profiles of the functional food consumers. Due to the fact that the FF market is a converging market between food and pharmaceutical markets, in view of a firm, a concern is supposed to set a specific strategic marketing so that it can represent both industries. However, because of the absence of a study that focuses on the practical implication of these consumers’ behaviour especially concerning with strategic marketing implication for FF, the aim of this study is to investigate and to understand a communication and segmentation relevant for marketing a FFproduct based on the consumers’ characteristics such as socio-economic-demographic elements and consumers’ psychological set. The results of the factor analysis of the FFs attributes shows that in general there are at least two major communication themes relevant for marketing of a FF i.e. affective and cognitive components. The cluster analysis suggests that it is necessary to segment the market of FFs i.e. based on consumers’ perspectives and not based on consumers’ characteristics.
Publication Year: 2009
Publication Date: 2009-10-24
Language: en
Type: book-chapter
Indexed In: ['crossref']
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