Consumer behaviour analysis on Swisse Vitaminsin in general and Essay Example

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Consumer Behavior Analysis


Consumer Demographics

Swisse is an Australian company dealing in vitamins and supplement. Swisse multivitamin brand cuts across various market segment based on age, income, race, gender, shopping habits, number of children and education. The primary market targets are parents, children and teenagers in Australia and Asia pacific regions. Men use vitamins to manage stress, maintain stamina and vitality. For women, they use Swisse vitamins to also maintain desired energy levels, manage stress levels and stamina. Women use Swisse vitamins more than men. Older people use it for memory improvement and risk factors relating to ageing (Harris, et al, 2012, p.370). Many male and female students purchase these products. Among all users of vitamins and mineral supplements, those with unhealthy diets take the largest proportion while those with healthy diet do not significantly use them (van der Horst and Siegrist, 2011, p.758).


HEM model helps in recognizing what makes people consume the product. Uisng the HEM model concept therefore, female customers shun away from Swisse vitamins due to instant effects of fatigue and feeling worse. For young male adults, consumption of Swisse is preferred to others because of the taste and instant benefits generally after 2 weeks of use. Additionally, affordable prices also make Swisse products preferable. Young male and female adults with vitamin absorption problems or health issues generally, consume Swisse vitamins as prescribed.


The Consumer Possessing Model allows for behavioral analysis of consumers. Consumers with health diet problems are willing to pay any amount to maximize utility. Additionally, they also pay attention to the message regarding the product. Consumers in all categories are conversant with Swisse brand based on the brand, ingredients and message expressed in adverts and product itself too. Consumption varies with increase in age, gender and level of education (Marques-Vidal, et al, 2009, p.273).


Harris, E., Macpherson, H., Vitetta, L., Kirk, J., Sali, A. and Pipingas, A., 2012. Effects of a multivitamin, mineral and herbal supplement on cognition and blood biomarkers in older men: a randomised, placebo‐controlled trial. Human Psychopharmacology: Clinical and Experimental27(4), pp.370-377.

Marques-Vidal, P., Pecoud, A., Hayoz, D., Paccaud, F., Mooser, V., Waeber, G. and Vollenweider, P., 2009. Prevalence and characteristics of vitamin or dietary supplement users in Lausanne, Switzerland: the CoLaus study.European journal of clinical nutrition,63(2), pp.273-281.

van der Horst, K. and Siegrist, M., 2011. Vitamin and mineral supplement users. Do they have healthy or unhealthy dietary behaviours?. Appetite57(3), pp.758-764.