Consumer preferences for Marigold HL milk versus fresh milk

Marigold Hl Milk -- Consumer Behaviour

Marigold Milk

Various Marigold milk products are promoted as "Marigold HL Milk" and as "Marigold fresh Milk" in which the "HL" stands for "high-low" as a reference to the product's high nutritional value and low fat and lactose content. Clearly, this represents a marketing strategy designed to appeal to certain consumers (Howard, 2005), particularly those concerned with the nutritional value of the product. Generally, this promotional strategy suggests that the company recognizes a specific target audience for this particular milk product whereas it envisions a different target audience for its Fresh Milk. Young adults interested in their health and physical appearance are likely to respond to the promotional campaign for Marigold HL Milk whereas older adults and those more interested in the most natural or "wholesome" forms of food products are more likely to prefer Marigold Fresh Milk (Belch & Belch, 2006; Ogilvy, 1999).

Consumer Behaviour

Generally, consumers who are likely to be drawn to Marigold HL Milk products are adults who are concerned with their health and more specifically with the way that their health is affected by their nutritional choices. The various different consumer groups comprised by this market segments are most likely to appreciate the fact that Marigold HL Milk provides a product that is high in calcium and protein and that contains vitamin supplements while also reducing fat content. The consumer groups represented by this segment probably applies similar criteria to all of their food product choices and likely also patronizes restaurants and other prepared food establishments that emphasize the nutritional quality of their products and the value of dietary health as part of an overall health and fitness lifestyle (Belch & Belch, 2006; Howard, 2005). Meanwhile, consumers who are not particularly concerned with their health (at least in terms of its dependence on their nutritional choices) probably prefer Marigold Fresh Milk because it is closer to the most natural state of farm-fresh milk.

Product Selection Criteria by Age Group

It is not anticipated that children will respond to any of the messages promoted by Marigold in connection with their HL Milk product line. However, virtually all groups of adult market are likely to respond to the Marigold HL Milk message, although for different reasons (Belch & Belch, 2006; Howard, 2005; Ogilvy, 1999). Specifically, younger adults who are concerned with their physical fitness and their physical appearance are likely to respond positively to the Marigold HL Milk message.

It is anticipated that middle-age consumers and older consumers who are not concerned with the connection between nutritional choices and their health will prefer Marigold Fresh Milk. Conversely, consumers in these same age categories will probably respond to the promotional message for Marigold HL Milk because it appeals to their interest in maintaining their optimal weight and with ensuring that they consume sufficient vitamins and minerals to guard against bone loss and other age-related conditions known to be affected by nutritional choices. Similarly, this is probably the same group of consumers most likely to respond favourably to the inclusion of information about the product's award of Gold status in the Reader's Digest Trusted Brand Award (Belch & Belch, 2006; Howard, 2005).