Functional food products or diets are classified on the basis of the one or more unique aspect or benefit to the body functions further than the normal nutritional benefits of the food to the human body (Khan, et al 2013). Though the growth rate of the global food industry declined in recent decades the growth rate of functional food recorded at 10% to 15% per annum in the UK. Moreover, the functional foods annual turnover forecasted to reach £1.4bn in the UK in 2012. Additionally, the rate of increase in the consumption of dietary functional products is significant in the UK in recent years. In view of this significant value of functional foods in the UK market, it is important to understand the implication of external and internal influences of the consumers purchasing behaviour. Hence, this proposal addresses important issues to be discussed in the proposed research.
Table of Contents
1. Introduction
1.1 Rationale and Purpose
1.2 Problem Statement
1.3 Research Aim and Objectives
1.4 Research Questions
2. Literature Review
3. Research Methodology
3.1 Research Design
3.2 Data Collection Methods
Focus groups discussion
Survey Technique
3.3 Sampling Technique
3.4 Data analysis
4. Tentative Research Schedule
Research Goals and Focus Areas
The primary aim of this research is to investigate the factors that influence the attitudes and purchasing behaviors of female consumers regarding functional foods within the United Kingdom market, utilizing a mixed-methods approach to provide actionable recommendations for food companies.
- Analysis of female consumer perspectives on functional food products.
- Identification of awareness levels and perception drivers in the UK market.
- Examination of external and internal environmental influences on purchasing decisions.
- Evaluation of attitudes towards functional foods for family health and protection.
- Development of targeted marketing strategies for functional food providers.
Excerpt from the Book
1.1 Rationale and Purpose
It is a common observation that female consumers are major target segment for food companies marketing their functional and fortified food products. However, acceptance and preference of these products by female consumers due to their health and beauty impacts is an interesting aspect of the research which is not available widely in literature. The use of these products in regular diets and their consequences on female consumers; health are important to know as the major target market of functional foods are households led by female consumers (Armstrong et al., 2005; World Health Organisation, 2010). Moreover, the increased pressure of healthy diet choices for consumers force the UK government and the food companies to guide consumers about more informed choices of food (Herath et al., 2007). Therefore, the exploration of female consumers’ perspectives about functional foods will have important implications for policy makers in future.
Summary of Chapters
1. Introduction: This chapter introduces the growth of the functional food market in the UK and outlines the rationale, problem statement, objectives, and specific research questions for the study.
2. Literature Review: This section examines existing research on consumer behavior, perceived risks, and the lack of gender-specific studies regarding functional food consumption.
3. Research Methodology: This chapter details the mixed-methods research design, including data collection via focus groups and surveys, sampling techniques, and analytical procedures.
4. Tentative Research Schedule: This chapter provides a projected timeline for the various stages of the research process, from literature review to final report submission.
Keywords
Functional foods, female consumers, purchasing behavior, UK market, consumer awareness, health-enhancing foods, dietary products, market perception, marketing strategies, mixed methods, consumer attitude, food industry.
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on understanding the specific factors that influence how female consumers in the UK perceive and purchase functional food products.
What are the core themes explored in this study?
Key themes include consumer awareness, the impact of health and beauty concerns, the influence of marketing strategies, and the role of internal and external environmental factors.
What is the main research objective?
The objective is to analyze female consumers' attitudes toward functional foods and provide recommendations to food companies on how to better target this demographic.
Which scientific methodology is applied here?
The study employs a mixed-methods approach, combining exploratory qualitative data from focus groups with descriptive quantitative data gathered through surveys.
What is covered in the main body of the research proposal?
The proposal covers the background of the functional food industry, a review of relevant literature, a detailed research design, and a schedule for the proposed study.
Which keywords define this research?
Essential keywords include functional foods, female consumers, purchasing behavior, consumer perception, and market strategies.
Why are female consumers chosen as the specific focus group?
They are identified as a major target market and primary decision-makers for household dietary choices, yet their specific perspectives are currently underrepresented in existing academic literature.
How is the primary data for this study collected?
Data is collected in two phases: qualitative data via moderated focus group discussions and quantitative data via personally administered surveys in shopping malls.
- Quote paper
- Muhammad Khurram (Author), 2017, Factors influencing the female consumers’ attitude and purchasing behaviour of functional foods in UK, Munich, GRIN Verlag, https://www.grin.com/document/489412
