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Abstract

This exploratory study investigates consumer perception of borderline products between food and drugs, mainly based on the Buying Hierarchy concept. An online survey on consumer perception of 7 borderline products was conducted in Germany in summer 2015, resulting in a sample of 104 consumers. Descriptive statistics results indicate that sensory aspects and packaging presentation may indeed influence consumer perception borderline products. Further, consumers may prefer dedicated products (probably drugs) to address specific health conditions and they seem to be sceptical about the efficacy and health benefits of such products. Overall, consumer perception of borderline products seems to be rather ambiguous.

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