POLITEKNIK TUANKU SYED SIRAJUDDIN

02600 PAUH PUTRA

ARAU, PERLIS

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DEPARTMENT OF TOURISM AND HOSPITALITY

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HT638 CONSUMER BEHAVIOUR
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CASE STUDY 1 (INDIVIDUAL)

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LECTURER:
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MADAM ZURAIDAH BINTI HAJI HAMAT

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PREPARED BY:

NAME MATRIX NO
HARITH SYAHMI BIN JAMAL 18DEV12F2023

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 CASE STUDY 1

1. Search for market data/reports about low-fat food products in your country. In your
opinion. Does the conflict between taste and healthiness also apply?

Based on my country, there are the conflict between taste and healthiness. In my
perspective, health awareness campaign failing to reduce the obesity rate in my
country. This is because, consumers continue to make their eating decisions based
on taste compare to healthiness. Despite a recent trend toward healthy eating
behaviours, many consumer still tend to over consume unhealthy foods because two

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facts that in work combination. Unhealthy is widely associated with being tasty, and

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taste is the main driver between healthiness and tastiness.

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One research has done in my country that is study participants were given a variety
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of yogurts that differed in sugar and fat quantity. Even when they were given better
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information about the ingredients, this was not a sufficient to encourage choosing the
healthier yogurt. The strategy was especially ineffective for those eaters who needed
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it most, because the least health-conscious eaters were also the least likely to take
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any new health information into consideration. Even though some health conscious
eaters modified their behaviour slightly when given better information on the product,
both the informed and uninformed unhealthy eaters expressed firm opinions that the
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less healthy yogurts were tastier. It was this tastiness factor that in the end, drove the
decision making for both healthy and unhealthy eaters, and it could not be overcome
simply by raising health consciousness.
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In my opinion, policy planner must instead find ways to make healthy foods more
appealing, by improving the actual taste as well as the packaging and marketing and
by investing in social campaigns which work on consumer’s emotions and encourage
a sense that healthy eating is cool and prestigious.

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 2. Identify the 4Ps for low fat products( product, price, place, promotion) for each
consumer cluster. Which of the four components should the relevant promotion
strategy be based on?

Product

 Cluster 1 - Fervent supporters of the low-fat food products

 Cluster 2 - satisfy consumers with the low-fat food product
 Cluster 3 - Opposed to the low-fat product.
 Cluster 4 – comprised satisfied consumer with the low fat food products with
sensory characteristic.

Price

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 Cluster 1 –They will not care much about the price, they always want a best of

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low fat food products so the price is not the issues.

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 Cluster 2 – they will find low fat food product with the low price but has a good

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 Cluster 3 – they will not buy low fat food product even though the price is
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lower. But they only buy the product if they want to diet.
 Cluster 4 – The price is not the problem, but the choose the best price with the
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sensory characteristic.
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Place

 Cluster 1 – good place to promote the low fat food product

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 Cluster 2 – Also a good place to promote low fat product but the product must
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have a good ingrideint.

 Cluster 3 – not a suitable place to sell the low fat product because the are
totally not interest with the products
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 Cluster 4 –a suitable place to sell the low fat product.

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Promotion

 Cluster 1 – they will find the low fat food product even though the promotion
are low
 Cluster 2 – Need a minimal promotion to promote the best low fat food
product

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  Cluster 3 – Must make the crazy promotion to create the awareness among
them about the low fat food products.
 Cluster 4 – Need a constant promotion to keep they take a low fat food
product

The place is the relevant promotion strategy because we don’t need a much
promotion at the place. Consumer will always find the product in market. Place refers
to the distribution channel of a product. If a product is a consumer products, it needs
to be available as far and wide as possible. On the other hand, if the product is a
premium consumer product, it will be available only in select stores. Similarly if the
product is a business products, you need a team who interact with businesses and

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makes the product available to them. Thus the place where the product distributed,

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depends on the product and prising decision, as well as any decision taken by a firm.

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3. Comment on consumer’s tendency to misinterpret the low fat claim to be a healthy
claim. Do you believe that this applies to your country too? Can you think of
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examples from other product categories where consumers tend to misinterpret the
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different claims made about goods and services?

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I believe comment on consumer’s tendency to misinterpret the low fat claim to be a

healthy claim. For example, the consumer are afraid to take the yogurt because can
gain weight. But yogurt’s got power boosting protein and bone building calcium. It
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can also help the consumer lose weight not gain the weight and fend off a cold.
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Yogurt can also give the consumer a flat abs. Eat 18 ounces a day and you can drop
a jeans size. People who ate that in a conjunction with cutting their total calories loss
22 percent more weight and 81 percent more belly fat than dieters who skipped the
snack, according to research. Then most yogurt contain good bacteria. The word live
and active cultures on the container mean that your yogurt has probiotics, beneficial
bugs that live in your digestive tract and help crowd out harmful microorganisms that
can cause intestinal infection. But many varieties now also contain special strains of
probiotics meant to help regulate your digestion or strengthen your immune system.

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 The research in them isn’t conclusive however if you suffer from particular health
problem, like bloating or diarrhea its worth trying one of these products for a couple
of weeks to see it helps. Yogurt is also loaded with vitamins. One serving is a
significant source of potassium, phosphorus and vitamin B5 which is maintain red
blood cells and helps keep your nervous system functioning well. As the conclusion,
the consumer must well study about one product before judging. Sometime the
product are good, but they are misinterpret the product .

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