Do we eat to live or we live to eat? This is one of the questions that will always divide people into two categories. One category will see food as an instrument while the other category will see food as a source of pleasure and happiness. A true marketer will never step away from this dilemma as it is the source for understanding how people decide what to eat. In its almost unlimited choices, food is a crucial commodity for every market. People need food to survive and therefore, they will always look for ways for buying/source it. For making things easier, a group of market researchers divided the food consumers into three main categories: the older consumers, the buyers of convenience food and those cooking their food.All three categories have one thing in common but each one will have a different purchasing mechanism, according to the Hierarchy of Effects. The only thing in common is thXX XXXXX XXXXXXXX will buy XXXX XX XXXXXXX a XXXXXXXXXXXXX need. XXXXXX XXXX basic XXXX, each category XXXX XXXXXX XXX particularities. XXXXXXXXX XXXX XXXX XX identify these XXXXXXXXXXXXXXX and XXX XXXXXXXXX XX XXXXXXX XXX bring valuable XXXXXXXXXXX regarding the XXXXXXXX XXXXXXXX XXXXXXX. XXXXXXXXX to XXX Hierarchy XX XXXXXXX, there are three possible purchase decision XXXXXXXX: high XXXXXXXXXXX, XXX XXXXXXXXXXX and experiential. For example, XXX consumers may act very precautious when it comes XX their XXXX. XXX to XXXXX age and XXXXXXXX XXXXXX XXXXXX, their food XXXXXXX are often limited in terms of XXXXXXX and quantity. XXXXXXXXX, XXXXX XXXXXXXX XXXXXXXX process XXXX usually be a XXXX XXXXXXXXXXX one. XX a consequence, they will XXXXX with the XXXXXXXXX phase. XXXX XXXX accumulate knowledge XXXXX the product and apply a problem-solving perspective XXXXX XXXXX it. “Will XXXX food item fit my XXXX XXXXXXXXXXXX or XXX it XXXXX my health?” Next, the old consumer XXXX XXXX to the XXXXXX XXXXX. In this phase, he will XXXXXXXX XXXXX XXXXXXX XXX imagine XXX benefits XX XXXXXXXXX it: "Consuming XXXX low-XXXX XXXXXXX XXXXX XXXXXX my XXXXXXXX symptoms”. XX XXX old consumer becomes sure XXXXX the future benefits XXX the future positive feelings XXXXX consuming it, then he will XXXX XX and purchase it. XXXX sets XXXX consumer category apart from the XXXXX XXX XX the XXXXXXXXX and XXXXXX evaluations XXXX XXXXXX XXXXXXXX engaging in XXX purchase decision. XXXX XXXX of XXXXXXXX XXXXXXX knows what to expect from XXX product, in XXXXX XX features XXX benefits. On the XXXXX XXXX, XXX XXXXXXXXXXX XXXX buyers XXX always XX XXX move XXXX want to save time and XXXXX XXXXX food while felling XXXXXX XX for a longer time. XXXXX XXXX XXX in a XXXXX, XXXX will usually make XXXXXXXXXX decisions based XX the experiential XXXXXXX (on XXX XXXXXXX). They will XXXXX with the XXXXXX phase. “What XX I in the XXXX for dinner?”. Since they XXXX XX have a hectic lifestyle, these consumers will XXX XXXXX too XXXX time XXXXXXXXXX XXX XXXXXXXX XXXXXX or XXXXXXXXXXX benefits XX a food XXXX. XXXX will XXXXXX XXX XXXX XXXX that XXXXXXX to XXXX XXX XXXX, by XXXXXXXXXX XXX XXXXXXX’s XXXXXXXXX XXXXXXXX. XXXX will associate brands and food types XXXX emotions. XXX XXXXXXX, they will XXXXXXX a XXXXXXXXXX XXX-cream brand when nostalgic XXXXX XXXXXXXXX and XXXXXXX XXXXX XXXX they XXXX XX XXX something XXX. XXXX category is XXXXXXXXXXXXX XX a XXXXXXX XXXXXXXXXXX XXXXXXX. XXXX eat what they XXXXX for in XXX moment XX XXXXXX the purchase decision. XXX XXXXXXXX XXX the emotions XXXXXXXXXX XXXX the meal XXX XXXX XXXXXXXXX than the XXXXX or XXX XXXXXXXX health XXXXXXXX.XX XXX XXXXX XXXX, XXXXX cooking at home XXX engaged in a low XXXXXXXXXXX XXXXXXXXX. XXXX XXX’t XXXXXXXX XXXX purchasing options XXXX the XXX consumers do but XXXX are XXXXXXX XXX XXXXX for money more XXXX they XXXX for a XXXXXX emotional XXXXXXXXXX. XXX example, XXXX XXX enjoy a XXXXXX XXXXX XXX because they have XX XX XXXX conscious. XXXXXXXXX, they will have that roast XXXXXX XXXXXXX moments in their XXXXX. XXXXX XXXXXXXXX start with the cognition phase by evaluating XXX XXXXX XXX money parameter XX XXX XXXXXXX. Then, XXXX will XXXXXXX XXXXXXXX any alternatives while XXXXXXX the emotional (XXXXXX) value of the product XXX the XXXX XXXXXX. XXXXX XXX money XXXXXXXX to XXXXX XXXXXXXXXXXX XX XXXX important XXXX XXX XXXXXXXX emotional XXXXXXXXXX XXXX consuming XXX XXXXXXX. XXXX category XXXXXXXXX XXXXX a behavioral learning process. XXXX XXX not loyal to XXXXXX as they are XXXXXXX for the XXXX deals XXXXXXXX. As a XXXXXXXX, XXX XXXXXXXXXXXXXXX XXXXXXXXX XXXXX XXX XXXX category demonstrate the importance XX understanding what drives a XXXXXXXX in purchasing a XXXXXXX or XXXXXXX. This means XXXX the XXXX food product should use a different XXXXXXXX for every XXXXXXXX. In XXXX context, market XXXXXXXXXXXX XXX targeting XXXXXX XXXXXXX in XXXXXX the XXXXXXX reach as many customers as XXXXXXXX. The XXXX XXXXXXX can XX XXXXXX XX XXXXXXXXX XXX different XXXXXXX. For example, a bottle of XXXX XXX XX bought XXX the XXXXXXX content XX an XXX consumer, as a refreshing XXXXXXXX XX a XXXXXXXXXXX food XXXXX and XXX preparing the XXXX XXXXX morning milk XXX XXXXXXX XX those cooking XX XXXX. Therefore, a promoting XXX advertising XXXXXXXX will have to target each XXXXXXXX with XXX main benefit XXXXX consumers are XXXXXXX XXX. XXX XXXX XXXXXXXX in this XX XX elaborate on a dedicated XXXXXXXXXXX strategy XXX XXXX XXXXXXXX. If XXX possible, then the XXXXXXXXX XXXX XXXX XXXX XX XXXXXXXXXXX with multiple audiences at XXXX. For XXXXXXX, XXX XXXX brand can XX advertised as “Cold and XXXXXXXXXX, ideal for XXXXXXXXX XXX a XXXXXXX XXXXXX of XXXXXXX”. XXX supporting this promotional approach, XXX XXXX XXXXXXXX XXX XXXX XX with dedicated XXXXXXXX for each XXXXXXXX category. A low-fat one for XXX XXX XXXXXXXXX, a flavored or XXXXX XXXXXX XXX for XXX XXXXXXXXXXX XXXXXXXXX XXX a XXXXX for money XXX for XXXXX XXXXXXX XX home. XX conclusion, XXXXXXXXX a product starts XXXX identifying and XXXXXXXXXX XXX target consumer category.
References:
XXXXX Kerin, XXX XXXX XXXXX, Steven XXXXXXX and XXXXXXX XXXXXXXX (2015). XXXXXXXXX in XXXX, 3rd edition, XXXXXX XXXX
Khan, X. X. (2006). Consumer behavior XXX XXXXXXXXXXX management. XXX Delhi: New Age International (X) XXX., Publishers
XXXXXX (2018)Maslow's XXXXXXXXX of XXXXX. XXXXXX XXXXXXXXXX, XXXXXXXXX fromXXXXXXXXXXXXXXXX.org/maslow.XXXX
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