Publication: Increasing Growth Opportunities for Non-heavy and Heavy Users–A Case Study of Yogurt Cups in Thailand
Issued Date
2018-01-01
ISSN
15286983
08974438
08974438
Other identifier(s)
2-s2.0-85058698410
Rights
Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of International Food and Agribusiness Marketing. (2018)
Suggested Citation
Opas Ruangthammakit, Winai Wongsurawat Increasing Growth Opportunities for Non-heavy and Heavy Users–A Case Study of Yogurt Cups in Thailand. Journal of International Food and Agribusiness Marketing. (2018). doi:10.1080/08974438.2018.1533505 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/44855
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Title
Increasing Growth Opportunities for Non-heavy and Heavy Users–A Case Study of Yogurt Cups in Thailand
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Abstract
© 2018, © 2018 Taylor & Francis Group, LLC. What distinguishes heavy and non-heavy users, and which sub-segment of non-heavy users exhibits a stronger potential to become heavy-users? The study selected yogurt cups as an example of a Fast Moving Consumer Good (FMCG) for examination. Attitude towards the product is the most dominant factor in distinguishing heavy from non-heavy yogurt cups users. The congruence of product benefits with general healthy behavior and belief was the second runner-up. In addition, growth opportunities could be found in the sub-segment of heavy users, too. The sub-segmentation approach, therefore, could provide guidance for sizable growth for marketers. It could also help them to better allocate resources. Marketers could apply this concept to identify business opportunities from current customers as it may be easier or more economical to convince current customers to consume more than to acquire new customers.