What is it about?
A case study of FMCG product to explore the different between heavy and non-heavy users. Most importantly, what could be done to motivate non-heavy users to consume or purchase more. On top of that, not all non-heavy users carry the same potential. How can we describe them?
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Why is it important?
Growth is crucial as key business objectives. In many categories, acquiring new users are difficult. Motivating current non-heavy users to consume or purchase more is one viable option. Marketers and practitioners can consider the factors and finding from the study to help craft the plan and gauge more realistic growth that could be achieved from non-heavy users.
Read the Original
This page is a summary of: Increasing Growth Opportunities for Non-heavy and Heavy Users – A Case Study of Yogurt Cups in Thailand, Journal of International Food & Agribusiness Marketing, December 2018, Taylor & Francis, DOI: 10.1080/08974438.2018.1533505.
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