Assessing consumers’ behaviour towards food supplements: A case of forever living products.

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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.
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.
Assessing consumers’ behaviour, Food supplements, Living products