To Understand the consumer behavior with respect to control weight program

During the last 25 years, obesity rates have risen 3-fold or more in some countries. Today, more than 1.1 billion adults are overweight, of which, about 320 million are obese; and by the year 2015, worldwide obesity prevalence is estimated to reach 700 million people.

Consumer Behavior
Consumer behavior is the study of when, why, how and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies Characteristics of individual characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand peoples want.

 To explain why consumer behaviour is a central topic in marketing; . To provide some simple tools that can be used for thinking about consumers, speculating about their possible behaviours, analysing marketing problems from a consumer-behaviour perspective, and, most important of all, designing studies that investigate consumer behaviour in a concrete product and market context; To present a simple model of consumer decision-making, and, based on this,to distinguish four basic types of consumer purchases; To consider how consumers learn about products and services from their environment and how they use this information to direct their behaviour; To introduce the concepts of values, lifestyle, and culture

Consumer Problems and Recognition

Consumer problem: Discrepancy between ideal and actual state-e.g., consumer: has insufficient hair is hungry or

weight control
Problems can be solved in several ways--e.g., stress reduction <----- vacation, movie, hot bath, medication

Understanding with respect to weight control program

The consumer behavior will be blend of psychological and sociological in this case. As consumer wants to control weight due to reason it leads to health problems So, it is the fear which is changing their mental process or behavior. The fear factor of health problems is there to go for weight control program. The another reason is sociological that people who looks fit are really appreciated in society.

 People wants to remain fit as it is counted in beauty. Demand of these program are not much affected by the price. People are very health conscious so they want to get overweight. People are choosing products like Quaker oats and Saffola despite of the fact that they are very costly.

Multimodal perception of fat

Consumer demand for low-fat and low-calorie foods has presented the challenge for food companies to provide low-fat products that taste and feel like their full-fat counterparts. Although the presence of fat in a product can be detected by the five senses (vision, hearing, smell, taste and touch), the prevailing belief holds that fat is mostly perceived by its textural cue. Research at NRC showed that the textural properties of products could be readily modified by the type of emulsifier used, therefore lowering the fat content while providing the in-mouth sensation of a full-fat product

Six primary weight management research strategy:

Food technology & sensory perception -lowering energy density while maintaining pleasurable taste. Food preference - promoting healthy food acceptance Food intake control - increasing satiating properties of food Energy metabolism - identifying ingredients that promote diet-induced thermogenesis and fat oxidation Nutritional & metabolic programming ensuring optimal maternal and infant nutrition Diet-gene interactions understanding the interface of genetics and diet

Why weight contol neccasary

Active Lifestyle improvement in physical health, physical mobility, general mood, self-confidence, and having more energy to enjoy life. a poor personality impression, obesity increases an individuals risk for heart diseases, high blood pressure, diabetes mellitus, gallbladder diseases, arthritis, some types of cancers, lungs problem and sluggishness of whole body.

Body weight is determined by certain factors i.e. height, genetic makeup, metabolism, behavior and environment. But generally common causes of over weighting are lack of exercise, sedentary life style, poor eating habits and casual attitude towards health and fitness.

Questions ?

Thank you