Factors influencing the female consumers’ attitude and purchasing behaviour of functional foods in UK

Research Paper (undergraduate) , 2017 , 10 Pages , Grade: A

Business economics - Offline Marketing and Online Marketing

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.

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Rationale and Purpose
• Problem Statement
• Research Aim and Objectives
• Research Questions
• Literature Review
• Research Methodology
• Research Design
• Data Collection Methods
• Focus groups discussion
• Survey Technique
• Sampling Technique
• Data analysis
• Tentative Research Schedule
• References

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research proposal aims to investigate the factors influencing female consumers' attitudes and purchasing behaviour towards functional foods in the UK market. It seeks to understand the influence of both internal and external factors on consumer decisions, including marketing strategies employed by functional food companies. The research will also explore how female consumers' perceptions and attitudes towards functional foods shape their usage and promotion within social circles.

• The influence of marketing strategies on female consumers' awareness and perception of functional foods.
• The impact of internal factors, such as health concerns, dietary preferences, and family influences, on female consumers' purchasing behaviour.
• The role of female consumers in shaping the perception and acceptance of functional foods within their social networks.
• The formation of attitudes towards functional foods among female consumers and its impact on their purchasing decisions.
• The development of strategies for functional food companies to effectively target and influence female consumers' purchasing decisions in the UK market.

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction of this research proposal discusses the growing importance of functional foods in the UK market, highlighting the significant growth rate of the industry and the increasing consumption of these products. It emphasizes the importance of understanding the factors influencing consumer behaviour, particularly among female consumers, who represent a significant target market for functional food companies. The rationale and purpose of the study are outlined, focusing on the need to explore the gap in existing literature regarding female consumers' perspectives on functional foods. The problem statement identifies the need to understand the attitudes and purchasing behaviours of female consumers towards functional foods, recognizing the importance of considering both internal and external factors that influence their decisions. The research aims and objectives are stated, outlining the study's intent to explore the factors affecting female consumers' attitudes and purchasing behaviour, identify key influencing factors, and ultimately recommend strategies for functional food companies to effectively target this market segment.

The literature review section explores existing research on consumer purchasing behaviour, particularly focusing on perceived risks associated with functional foods and their impact on health. The review also addresses the complexity, convenience, and availability of functional foods, as well as the influence of family members' perceptions in household decisions related to these products. The literature review highlights the lack of in-depth research on gender differences in consumer perceptions and buying behaviour towards functional foods, specifically emphasizing the need to understand the unique perspectives of female consumers.

Schlüsselwörter (Keywords)

This research focuses on the key topics of functional foods, female consumer behaviour, attitude formation, purchasing decisions, marketing strategies, health awareness, and consumer perception. It aims to explore the factors influencing female consumers' choices in the UK market, encompassing internal factors such as personal health concerns and family influences, as well as external factors such as marketing strategies and social trends.

• College: ( Middlesex University in London )
• Grade: A
• Author: Muhammad Khurram (Author)
• Publication Year: 2017
• Pages: 10
• Catalog Number: V489412
• ISBN (eBook): 9783668966765
• Language: English
• Tags: factors influencing consumer behaviour, purchasing behaviour, female purchasing behaviour, functional foods UK, consumer behaviour, healthy diet issues, world health organisation, mix method approach, perception of female consumers, UK food market