Important Consumer Group

1. From our primary survey it is clearly evident that majority of the consumers for the lie
between the age group of 20-30 Years. Hence, they could be one of the potential buyers for
our product who are very much involved in the consumption of honey.

Almost 75% of the respondents lie within the age group of 20-30 Years, hence they become our
major target audience.

2. Apart from above our primary research revealed that major decision makers for the
purchase of honey are from the age group of 40-55 years, majorly parents. 74% of the
respondents suggested that their parents are the one who purchase honey for them. Hence,
they are our major customers for the honey.

Hence, looking at this study we will be developing our marketing strategy keeping in mind both
these target groups in which one of them are majorly consumers and others are customers who are
also consumers to an extent. Point of purchase of honey for these customers is mostly offline i.e. at
Kirana or departmental store which is also a one of the major insight from this study and will help us
to design our strategy accordingly.
Important Characteristics of Consumer group

- They fall under two major age groups 20-30 years and 40-55 years.
- Their point of purchase is mostly offline i.e. from Kirana/Departmental store, almost 75% of
the consumers does that.
- Majorly purpose of consumption is to boost immunity, ensure healthy lifestyle and taste of
honey.
- Most of the consumers are brand specific and buy honey from big and reputed brands e.g.
Dabur, Patanjali.
- Tulsi & Ginger Honey are the most awared flavors among consumer groups.
- Almost 50% of the consumer group consumes honey weekly and even 3-4 times a week,
which shows that it is a regular consumable product.

Extent of involvement

On the basis of involvement and product differentiation, products can be grouped under 4
categories based on consumer’s buying behaviour.

Honey is a product that currently falls under 4 th quadrant with low product differentiation and low
involvement before making the final purchase decision on consumer’s end due to its fairly low
prices.

Variety seeking behaviour quadrant. In order to make its place in such a segment Devbhoomi Honey
should try to position itself in 1st quadrant i.e. it should provide significant variety in the product so
that it can cater to the variety seeking behaviour of consumers or the early adopters. Devbhoomi
currently has honey available in many distinct flavours and therefore it has the opportunity to satisfy
the needs of a niche segment where only few players currently exist like UTMT.

Decision Maker:

Any media communication through any channel must reach the final buying decision makers and
influencers. For examples, in case malt-based milk beverage we have brands like Bourn Vita, Horlicks
etc. where the final buying decision is made by parents but this is decision is vastly influenced by
what their child likes. Also, there lies the difference between consumer (Child) and customer
(Parents).
Similarly, in case of honey, there can be cases where consumer and customer can be two different
people and both are to be considered equally important while communicating. Therefore, we
conducted a market research and found out who the buying decision maker is for them.

Out of 119 , 88 respondents said that its their parents who make the final buying decision for honey.

NEEDS OF THE CONSUMER GROUP

According to the primary research conducted the following are the major needs of the consumer
groups:

 Healthy Lifestyle (44.5%)

 Taste (39.5%)
 Better Immunity (36.1%)
 Weight Loss (19.3%)
 Cooking Purposes (17.6%)

The two consumer groups identified from the research were in the age group of 20-30 years and 40-
55 years. The first age group of 20-30 years are the EARLY ADOPTERS. They are conscious individuals
who seek a healthy lifestyle. A recent study by Health XP revealed that health conscious people
between 25-34 age bracket counted 1,29,000 across India. Hence the fact that honey is incorporated
as a daily product in their lifestyle is not a surprise because honey is a perfect substitute for sugar.

And the age group of 40-55 years are the ones who are parents and are reaching an age where they
require more vitamins and minerals to keep them healthy. Hence to boost the immunity and
maintain the healthy lifestyle of family honey is consumed by these households.
ADVANTAGES TARGET GROUP IS LOOKING FOR

Honey is a rich source of antioxidants and flavonoids that can reduce oxidative stress and
inflammation in the body while protecting against cancer and heart disease. In addition, honey also
has antibacterial and antiseptic qualities that promote the healing of wounds and burns by providing
a moist atmosphere and increasing nutrient flow to the affected region.

Besides this the sweetness of honey and the numerous health benefits makes this product as a
number one item on grocery lists of numerous of households. Honey is better than artificial
sweeteners like Sugar Free etc. as there have been researches that daily consumption of artificial
sweeteners as a substitute of sugar can be a reason for heart attacks.

Thus, the sweet taste and the numerous vitamins and minerals present in it makes it a people’s
favourite product when it comes to be used in cooking. And not only this the health freaks or the
people working hard to shed some extra pounds can satisfy their sugar cravings by adding honey in
other products or consuming it raw. There is no doubt that honey is our super food that is part of
kitchen of almost all the Indian households.

STAKEHOLDERS INVOLVED

The major stakeholders involved in honey are:

Production stage: Tribals , communities residing in forests earning their livelihood from bee hiving,
companies collecting honey from forests, employees involved in packaging and logistics.

Selling Stage: Wholesalers, Retailers, Customers and Consumers.

PREFERED SOCIAL MEDIA PLATFORM

If we consider the Primary research conducted among a population of 190 random people of
different age groups and geographies, it can be observed that

 Instagram is the most followed and adopted channel with around 88 participants selecting it
as their most favored channel
  YouTube and Facebook are just next to Instagram with both garnering 82 and 80 responses
respectively.
 Twitter does not have a good fanbase when it comes to using the platform for getting
updated with the recent trends and products.
 Quora has also shown some good support with a lot of people referring to it for reviews of
the products before trying them.

Consumer Journey Mapping for Honey Product Category