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.


Sometimes, marketers are more on short-term basis in motivating current users to consume or purchase more. Many times they were more about short term tactical solutions such as price cut or promotion. However, we need to step up the thinking to the Strategic level of Whom we should focus, How many of them are potential, What should trigger them for longer term patronage of the product or brand. These are the key benefits of this study.

Opas Ruangthammakit
Asian Institute of Technology

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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