Constructing Communication Strategy: A Three-Country Case Study.

FRANCE; GERMANY; UNITED Kingdom

The Crave It! conjoint research studies on dairy products (cheese, ice cream, yogurt) were conducted in 2004 in France, Germany, and the UK. Milk, chocolate milk, soy, and other milk substitutes were studied in other years and other locations. In each study, consumers were provided with 36 elements (different types of communication/information), combined into short concepts, presented over the Internet. Here we report on yogurt research conducted in France, Germany, and UK. Consumers rated each test concept. Individual respondent models of the part-worth contribution of each concept element to interest were created. Segmentation showed two groups of consumers, present in about 2:1 ratios in all three countries: taste/fruit seekers and health/wellness seekers, with a slightly higher proportion of health seekers present in Germany. Slight differences in geodemographics, attitude profiles, and self-reported body state suggest that marketing efforts to reach the segments have to be fine-tuned to address product-specific issues, not lifestyle-specific issues. [ABSTRACT FROM AUTHOR]