BUS FPX 4024 Assessment 3 Creating a Psychographic Profile

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Capella University

BUS-FPX4024 Customer Behavior

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Date

Product for Psychographic Profile

In the late twentieth century, a significant shift in societal attitudes towards life and knowledge occurred, prompting a surge in the preference for organic food. This transition was spurred by concerns over the extensive use of toxic pesticides and chemical fertilizers in conventional farming practices, leading consumers to seek out healthier alternatives (Menrad, 2003; Roberfroid, 2002). Organic food, devoid of artificial chemicals like fertilizers, herbicides, pesticides, antibiotics, and GMOs, emerged as a solution meeting consumers’ desires for nutritional, natural, and environmentally friendly food options (Rana & Paul, 2021). As consumer awareness of lifestyle diseases such as diabetes and heart disease grew, the importance of food quality and safety became paramount, further bolstering the demand for organic products.

Consumer Psychographic Segmentation

Consumers are segmented psychographically based on their activities, interests, opinions (AIOs), personality traits, socioeconomic status, and lifestyle choices. Understanding these segments aids marketers in tailoring product offerings and communication strategies to effectively reach their target audience (Chipeta, 2020). The Hartman Group’s research identifies three main segments of organic consumers in the United States: Core, Outer Mid-level, and Periphery. The Core segment comprises individuals highly engaged with organic products, while the Outer Mid-level and Periphery segments exhibit varying degrees of interest and engagement (Understanding today’s organic consumers, 2018).

Consumer Psychographic Profile and Product Usage

Organic food consumption aligns closely with consumers’ health consciousness and environmental concerns. Research indicates that consumers are motivated to purchase organic foods primarily due to perceived health benefits and environmental considerations (Gundala & Singh, 2021). Environmental consciousness plays a significant role in driving consumer preferences, leading to increased demand for organic products and prompting businesses to invest more in organic food production and marketing efforts (Gundala & Singh, 2021). Furthermore, effective advertising campaigns have raised consumer awareness about environmental issues, resulting in a willingness to pay more for eco-friendly products (Gundala & Singh, 2021).

Generational Eating Trends

Eating trends vary across generations, with younger adults, particularly those from Generation Z and Millennials, exhibiting a higher propensity for organic food consumption (Report details demographics of organic consumers, 2020). These demographics are driven by factors such as higher education levels, household income, and the presence of young children in the household (Report details demographics of organic consumers, 2020). Millennials and Gen Zers are also more likely to purchase organic packaged goods, indicating a preference for healthier snack options (Report details demographics of organic consumers, 2020).

Consumer Behavior and Organic Food Preferences

Consumer perceptions of organic food are largely influenced by health considerations, with many believing organic products to be healthier than their conventional counterparts (Gundala & Singh, 2021). While taste preferences vary among individuals, those who consume organic foods tend to perceive them as tastier, particularly in comparison to non-organic options (Pew Research Center, 2020).

References

Chipeta, C. (2020, April 24). Psychographic segmentation: Advantages and limitations. Conjoint.ly. Retrieved October 29, 2021, from https://conjointly.com/blog/psychographicsegmentation-advantages-limitations/.

Gundala, R. R., & Singh, A. (2021, September 10). What motivates consumers to buy organic foods? Results of an empirical study in the United States. PLOS ONE. Retrieved October 29, 2021, from https://journals.plos.org/plosone/article?id=10.1371%2Fjournal.pone.0257288.

Menrad, K. (2003). Market and marketing of functional food in Europe. Journal of Food Engineering, 56(2-3), 181–188.

BUS FPX 4024 Assessment 3 Creating a Psychographic Profile

Pew Research Center. (2020, May 30). Americans’ views about and consumption of organic foods. Pew Research Center Science & Society. Retrieved November 5, 2021, from https://www.pewresearch.org/science/2016/12/01/americans-views-about-andconsumption-of-organic-foods/.

Report details demographics of organic consumers. Organic Grower. (2020, January 9). Retrieved November 4, 2021, from https://organicgrower.info/news/report-detailsdemographics-of-organic-consumers/.

Roberfroid, M. (2002). Global view on functional foods: European perspectives. British Journal of Nutrition, 88(2002), pp. 133-138.

Understanding today’s organic consumers. Newsletter : The Hartman Group. (2018, May 1). Retrieved November 2, 2021, from https://www.hartmangroup.com/newsletters/2124095118/understanding-todays-organic-consumers.

BUS FPX 4024 Assessment 3 Creating a Psychographic Profile