Customer behaviors in diabetes milk market - Implication for "N" Company
Abstract
Currently, the number of diabetic patients increases very fast, especially in recent years. According to the medical statistics from medinet.com, 190 million people
are facing with diabetes’ threat every year; not to mention the fact that many patients died because of diabetes illness.
Therefore, because of high demand of nutrition product, company N launched ND diabetes milk for not only diabetic patients but also for hyperglycemia patients who want to control diabetes complications as well.
Nevertheless, not many people have aware of ND milk even though the product has been launched in Vietnamese market for more than 4 years and the company brand name has been created for more than 140 years. Thereby, the research about factors impact on consumer’s behavior regarding to diabetes milk is very important and necessary for revising the current marketing activities.
The survey was conducted after two in- depth interviews with Pasteur Institute doctor and the company manager. 150 questionnaires were delivered in HCMC Pasteur Institute and some parks with the subjects are diabetic patients and hyperglycemia patients; only 140 rich valid questionnaires were collected for data analysis further.
The main findings found that product features and brand were the top concerns for the milk- users; while the non- users did not concern much about other factors such as price, distribution channel, brand when they thought diabetes milk was not necessary for health and there were not advertised much on diabetes market. In addition, most of patients from both two subjects were the old- aged people.
The revised marketing activities were recommended based on the data analysis’s finding thanks to the survey and based on the SWOT analysis from the
manager in- depth interview.