Assessing consumers’ behaviour towards food supplements: A case of forever living products.
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Date
2021-06-14
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Abstract
Considerable media attention has focused on the value of food supplements.
Informational articles and studies report associations between supplement use and
health conditions. Marketing data gleaned in the United States show a dramatic increase
in sales of dietary supplements since 1997 displaying some approximate total sales of
$20.3 billion in 2005. At the same time, survey conducted by the National Health and
Nutrition Examination indicate that between 2003 and 2006, half of the U.S. population
which made up of 70% of adults 71 years of age or older, patronised dietary
supplements. The impact of nutrition information food supplements preferences
corresponds to the consumer competence regarding the understanding of nutrition
information on food supplements. The current study Assessing Consumers’ Behaviour
towards Food Supplements: A Case of Forever Living Products. The conceptual
framework compose of environmental and individual differences that affect the
consumption of food supplements. The study targeted one hundred and six (106)
consumers in Oforikrom District. The instrument for the data collection was developed
by the researcher, preceded by a pilot study. The pilot study was initially conducted in
a similar district to ascertain its validity and reliability. The data for the study was
basically from primary source in that closed-ended questionnaire was designed and
distributed to consumers of Oforikrom District. Standing on the shoulders of Yamane
(1967), the study used eighty-three (83) respondents constituting all consumers in
Oforikrom District, with an alpha level of 5% and a confidence level of 95% to gather
data for analysis. The data generated was analysed using the mean score ranking.
Descriptive statistics was used to test the data. The study concluded by saying that
environmental and individual differences have strong influence on consumers and the
decision to purchase food supplements is determined by these factors. The
recommendation the study gave was that consumers’ knowledge, environmental
influences, individual influences and consumer’s evaluation influence decision of
purchase. Therefore, it is recommended that health institutions, network marketing
companies and individual consumers take cognisance of these factors. Again, the study
suggested that environmental influences, individual influences critical must be looked
at carefully by health institutions, network marketing companies in order to convince
consumers to consume food supplements. This can be done through thoroughv
understanding and interpretation of the benefits and negative effect food supplements
by health institutions, network marketing companies.
Description
A thesis submitted to the Department of Building Technology, College of Art
Built Environment in partial fulfilment of the requirement for the Degree of
Master of Science.
Keywords
Assessing consumers’ behaviour, Food supplements, Living products