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Topic: Customer Behavior

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Marketing Health Food To Different Target Markets

Posted by Anonymous on 250 Points
I am looking to target health products to different segments---> Baby Boomer, Gen X, Gen Y, and Millenials.

Although most marketers regard Gen Y and Millenial as the same group, I did find some differences in an article which describes Gen Y'ers are described as independent, like extreme sports, highly tech saavy, rebellious., etc, while Millenials are very close to their parents, believe in team work, like Avril Lavigne and are anti-Britney, trust government etc.,

1) I am interested in knowing what the differences between the Y gen and Millenials are and what are their age ranges. (is this correct ???--> Y gen = 1977-1994 and millenials = 1995 - present)

2) Also what are each segments (baby boomers, gen x, gen y and millenials ) attitutes towards heath foods.


  • Posted by Jo Masterson on Accepted
    Responses from a quick survey of local teens (ages 16-19) that I asked “how do you feel about health food.”

    Female comments – “I feel guilty because I should eat it, but I won’t.” & “I don’t eat healthy very often” & “I eat salads sometimes”

    Male Comments – “Heath food costs more and isn’t really better for you” & “It tastes bad” & “Heath food is for old people.”

    Hope these help.
  • Posted by bobhogg on Accepted

    You don't tell us exactly what type of "health products" you are dealing with...

    ...and I'd like to know why you have chosen to segment your market on the basis of lifestyle segmentation - do you have definite correlation between lifestyle and the reason why people might buy your health products? I'm not saying that segmenting by lifestyle is wrong, just that I believe that the start point for segmentation should be based on why people buy the product - what benefit (both rational and emotive) are they going to get out of it?

    Having segmented on the basis of those reasons, then by all means profile your segments using lifestyle categories - but start with why they buy!

    Good luck,
  • Posted on Author
    Hi Bob

    The products are going to be a mix of funtional foods, nutraceuticals and cosmeceuticals. This is a general presentation I am preparing for a prof. who is presenting to farmers inthe area. He wants to work with them to develop natural food products.

    I based by segmentation on demographics (sex, age, income, education), geographics (metro areas), lifestyles, and psychographics.

    I feel as people get older they more likely to buy food based on the nutritional value. As people get older the body becomes less resistant to diseases. They are getting more informed about health and the importance of various foods in alleviating /preventing diseases that come with age. They realize that the cost of health care high and its better to take action by looking after themselves by choosing how they live and what they eat.

    Younger people on the other hand are not too concerned about eating healthy but they do buy products that suit their lifestyles - energy drinks for example - are a hot favorite amoung the younger target group.

    Bob, what are your thoughts? Am I going in the right direction?


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