Dietary Supplements And Consumer Behaviour Psychology Essay

fastetic auxiliarys And Consumer behavior Psychology Essay dietetical Supplement is suitable a fast lucrative industry, according to a interpret promulgated by the Journal of maintenance. 54 of all Ameri dissolve adults took dietetical Supplements in 2006. In a global view, dietetical Supplements affixd their combined sell value by 16% in the 2006-2011 year period to plot of land a bearing $97.6 billion.The aim of this belles-lettres review is to delimitate and describe all terminologies pre plying Dietary Supplements and Consumer conduct. We will excessively look at the lucid studies and theories regarding consumer buying behavior. This study will in addition identify the factors influencing the consumption of Dietary Supplements.3.1 Dietary SupplementsThis subdivision supports in collar what is a Dietary Supplement, what argon the different types of Dietary Supplements visible(prenominal) and why plenty generally consume them. We will also cover the pros and cons of eat Dietary Supplements.3.1.1 Definition of Dietary SupplementsDietary Supplement is any(prenominal) product which is designed to supply the diet and that bears wiz of the sideline ingredients a vitamin, a mineral, an herb, an amino acid, or a saddle red supplement (Main et al., 2004). match to the Dietary Supplements Health and Education Act of 1994 of the unite States, Dietary Supplements is defined as a product (other than tobacco) which is ingested and contains a dietary ingredient with the purpose of supplementing the diet. These dietary ingredients include minerals, herbs, botanicals, vitamins, amino acids, and substances such(prenominal) as enzymes, glandular organ tissues, metabolites, extracts or concentrates (FDA, 1994).Dietary Supplements include vitamins, minerals, herbs, meal supplements, sports keep products, natural aliment supplements, and other relate products employ to boost the nutritionary content of the diet (Anon, 2011).3.1.2 Types o f Dietary SupplementsThere atomic number 18 two primary(prenominal) types of nutrient supplements namely Micronutrient and Macronutrient.Micronutrient is that nutrient which our dust implys in scurvy quantity to function properly yetmacronutrient is nutrient which is required in a large amount to enable our dust to function mighty (Reimer, 2009). A nonher key difference noted by Reimer (2009), is that macronutrients extend the strategy with energy whereas micronutrients extend an important sparing consumption in detoxifying the body and warding run into harmful diseases. Proteins,carbohydrates, and fats ar examples of macronutrients, and vitamins andmineralsargon examples of micronutrients. Both types of nutrients screwing be obtained from the diet and supplements.MicronutrientsMultivitaminsMultivitamins ar a combination of servicemany different vitamins that ar ordinarily nominate in food and other natural sources (Cerner, 2012). Vitamins atomic number 18 radical substances that the body needs to function properly. Vitamins help the body to develop, grow and persist wellnessy. They strengthen the immune system, assist in forming bone and tissue, regulate metabolism, help convert fats and carbohydrates into energy, and protect cells (Rinzler, 2010). Multivitamins atomic number 18 used to entrust the body with vitamins that atomic number 18 not taken in finished normal diet multivitamins be also used to accomplish vitamin deficiencies becomed by illness, pregnancy, poor nutrition and digestive disorders (Boyon, 2012). harmonize to Grotto (2009), taking a daily multivitamin with minerals has recollective been considered as a nutritional insurance to cover dietary shortfalls.Macronutrientsrepast ReplacementsA meal deputy acts as a substitute for a solid food meal. A meal reversal is a inclined(p) product, such as a bar, shake or powder which can substitute a regular meal. Available in various forms, these products are inten ded to succeed wellnessy amounts of vitamins, minerals and nutrients to polish off up for those an individualist does not get by eating a normal meal (Zangwill, 2008)Sports Nutrition SupplementsSports Nutrition Supplements is a broad category which includes both sports carry through and throughance and metric metric weight unit unit privation supplements (Wilborn, 2010). It includes pills, powders, formulas and drinks formulated to enhance physical activity. Some examples are creatine, amino acids, protein formulas, and fat burners.Creatine supplementsare athletic aids used to increase eminent-intensity athletic performance. (Wikipedia, 2011)Amino acid is a molecule which is necessary to pee-pee protein. An inadequate use of amino acids can result in extremely monstrous health consequences (Tresca, 2012).Protein supplements are large molecules composed of one or more(prenominal) chains of amino acids. Protein is required for the structure, functioning, and regulation of the bodys cell. Protein supplements are loosely obtaind and consumed by individuals involved in body building (Rogers, 2007).Fat burners are supplements which help to burn calories by increasing the rate of the bodys metabolism. People who are under diet a good deal use fat burners to dishonor their body fat more quickly (Stoppani, 2012).3.1.3 Reasons for Consuming Dietary SupplementsThe main reasons highlighted for consuming Dietary Supplements areHealth PurposesTaking supplements can provide additive nutrients when ones diet is lacking or when trustsuitable health conditions cause the body to develop an insufficiency or deficiency. In closely cases, multivitamin supplements provide all the basic micronutrients (vitamins and minerals) the body needs (Jegtvig, 2013). Dietary Supplement is perceive as a prevention and as a protection against prox health issues (Peters et al. 2003). harmonise to (Sadovsky et a/ 2008)., American consumers often cited that they purchased Dietary Supplements because of health promotion.Improving Athletic PerformanceAthletes often purchase supplements in an on stripe to meet or exceed the nutritional demands of sports competition (Antonio, 2010). Dietary Supplements are very popular among professional and volunteer(a) athletes, body builders and fitness en and theniasts they do so mainly for sports nutrition and to seek better performance (Samadi, 2011). lots protein is required to increase the building or repair abut of muscle in the human body. The use of high-protein diets has a long history in the sport line of products it was reportedly popular with athletes in the Olympics of ancient Greece. According to (Tarnopolsky, 2007) protein intake of strength athletes or bodybuilders should be more or less 50% to deoxycytidine monophosphate% higher than the average population. According to Maughan (2007), knowledge ab push through the composition of foods among athletes is not generally good, which result in a re stricted choice of food and Hawley (2006) on the other hand assertd that most sporties think they are achieving their protein intake goals. Protein supplement offers athletes the possibility to achieve an adequate train of protein intake without changing too much their eating habits. Protein supplement are flourishing and quick to take, they can be taken before or afterwards training (Tipton et al., 2006).Improving Personal AppearanceAccording to (Berens, 2008), modern high-fat, high caloric diets combined with physical inactivity withdraw contributed to the epidemic of grievous and obesity in America. In a study conducted by Ogden (2012), it has been found that 57% of the general population of New York were considered overweight or obese. Studies carried out revealed that many consumers purchase and use Dietary Supplements to help them lose weight (Blanck et al., 2008). A large number of Dietary Supplements manufacturers develop seen an opportunity and get to created weigh t loss Dietary Supplements to help to combat obesity. Weight loss supplement varies from calcium, fibre, conjugated linoleic acid (CLA), green teen extract, meal replacement and Orlistat, an over-the-counter weight loss drug (Parker, 2011). A nationally delegate survey found that 33.9% of mountain who were making a serious weight loss attempt admitted to have used Dietary Supplements (Pillitteri et al., 2008). Some nutritional studies have revealed that large number who use Dietary Supplements generally have a higher nutrient intake from food. According to Mehdi (2007), nutritional Supplements (protein and amino acids) play an important role in the muscle building, because improving the air of the body (muscular body)Avoiding Pharmaceuticals unmarried nutrients such as vitamins may be used to treat a simple deficiency, such as an iron deficiency, but sometimes they are used therapeutically to treat specific health conditions or risk factors. Studies have shown that Dietary Sup plements is common among people with continuing or recurrent condition (Jacques, 2009). Other factors for use are financial. During the recession, the produce in unemployment and subsequent loss of health has led consumers to turn to Dietary Supplements in an attempt to avoid expensive insurance coverage and denigrate cost with dollars and drugs (Mintel, 2009).Main Survey Findings dynamic Dietary SupplementsThe FSA (2005) research found thatWomen are more credibly to purchase Dietary Supplements than men.Older people and people caring for their health benefit are more likely to consume Dietary Supplements.The market for dietary is not only soap for Adult, 51% of the consumers are children.3.1.4 Pros and Cons of Consuming Dietary SupplementsAccording to Duran (2011), the following are pros and cons associated with Dietary SupplementsPROSCorrection of Nutrient DeficienciesNutrient deficiencies can lead to serious medical problems, such as anemia, bone fragility, poor immune sys tem function and nervous system abnormalities. Dietary Supplements can help flush the deficiencies and reverse the medical abnormalities associated with the condition.Disease PreventionSpecific types of dietary supplements can help reduce the risk for certain types of diseases and medical conditions.CONSNot a Replacement for FoodDietary supplements are not a replacement for food. Food contains a complex constellation of nutrients, including substances called phytochemicals, which biomedical researchers believe provide health benefits. Getting nutrients from wholesome foods is more healthful than relying on Dietary Supplements to meet nutrient needs.Potential for ToxicityWhen it comes to Dietary Supplements, more is not necessarily better. The fat-soluble vitamins A, D and E can accumulate to toxic levels in the body if taken in doses that significantly exceed the recommended daily allowance. Additionally, certain herbs and botanicals may prove toxic if one is having underlying medi cal problems, such as chronic kidney or awake(p)r disease.Side Effects and InteractionsAs with any medicinal product, Dietary Supplements sometimes cause side effect and may interact with prescription medications. Serious and potentially life-threatening supplement / drug interactions can also occur.3.2 Consumer conductThis section brushes the main translations and theories pertaining to consumer behavior. It also covers the main factors influencing consumer behaviour.3.2.1 Definition of Consumer demeanorConsumer behaviour is a complex, dynamic, multidimensional act upon and all marketing conclusions are based on assumption about consumer behaviour (Khan, 2010). A number of different preliminaryes have been brought forward in the study of consumer behaviour. The five tone-beginninges are namely Economic Man, Psychodynamic, behaviourist, cognitive and human-centered Approach.3.2.2 Approaches to Consumer BehaviourConsumer behaviour has been the subject of analysis by econo mists, psychologists, and management expert. Economists have taken up the study of consumer behaviour in the nineteenth century, while psychologists and management experts are late entrants (Intriligator 1985). Each stream of thought and approach differs from other in view auspicate, contents and thrust of analysis.3.2.2.1 Economic man ApproachAccording to (Richarme, 2007), work in this area began around three hundred years ago, the early research considered man as an entirely sagacious individual, making decisions based upon the ability to maximise utility whilst doing the minimum effort. In order to behave rationally, the consumer must be aware of all the available consumption options, must be capable of correctly rating to severally one alternative and be able to select the best option (Kanuk, 2007). According to (Simon, 1997) customers rarely have the sufficient info, motivation or time to make the best decision and often make decisions based on influences such as affecti onate kinship and determine.3.2.2.2 Psychodynamic ApproachThis approach was head start veritable by Sigmund Freud. The psychodynamic approach suggests that behaviour is subject to biological influence through instinctive forces or drives which acts outside the conscious thought (Robertson et al, 1991). The main point in this approach is that behaviour is determined by biological drives, sooner than individual cognition or environmental stimuli.3.2.2.3 Behaviourist ApproachBehaviourists regard all behaviour as a response to a excitant (Sammons, 2005). In other words, they assume that the action of an individual is determined by his environment he is in, which provide a stimuli to which he responds. According to Sammons (2005), the behaviouristic approach can be much effective due to the methods it uses, which are the insistence on objectivity, control over variables and precise measurement thus meaning that the studies carried out tend to be quite reliable. However, Sammons in his bind explained that the scientific method used by psychologists must be canvass under artificial conditions that often do not reflect the real-world contexts.3.2.2.4 Cognitive ApproachThe term cognitive psychology came into use with the publication of the applyCognitive Psychologyby Ulric Neisser in 1967. Cognitive Psychology revolves around the notion that if we want to know what makes people tick then we need to understand the internal processes of their mind (McLeod, 2007). He also added that the cognitive approach focuses on the way humans process in arrangement, looking at how we treat information that comes in to the person (what behaviourists would call stimuli), and how this treatment leads to responses.There are two main types of Cognitive models namely analytical models which provide a framework to explain the behaviour of consumers. These models identify a number of influencing factors and their relationship in the consumer decision making process. These models fol low five step classification namely outlining problem recognition, information search, alternative paygrade, choice and outcome military rank in the consumer decision process (Schiffman and Kanuk, 2007). The two most common cognize analytical models are the consumer decision model (Blackwell et al, 2001) and the theory of vendee behaviour (Howard and Sheth 1969).The second Cognitive model is the prescriptive model. According to (Moitial, 2007) prescriptive models provide guidelines or frameworks to organise how consumer behaviour is structured. The most widely known models are theory of Reasoned Action who was substantial by Fishbein and Ajzen in 1975 and the theory of be after Behaviour which was highly-developed by Ajzen in 1985. In the attached chapter of this literature review, we will look at the planned behaviour in more details.3.2.2.5 Humanistic ApproachThere are a maturation number of marketers who believe that the cognitive approach has some major point of accum ulations. According to Nataraajan Bagozzi (1999) the first point of accumulation of the cognitive model is that it neglects the role of emotion in decision making.There is a pressing need in the field to balance the rational, cognitive side of marketing thought and practice with naked ideas and research on the emotional facets of marketing behaviour (Nataraajan and Bagozzi 1999 p. 637)The second limitation of the cognitive model is that it does not take into consideration the concept of testament (Rey, 2011). According to the Oxford Dictionary, volition can be defined as the process by which different kinds of living organisms are thought to have developed and diversified from earlier forms or a gradual development. The third limitation is that the cognitive model does not take into consideration egoism in that location is a lack of research that has examined the influence of altruistic motives on any consumer behaviour. Humanistic Approach priority is to understand peoples sub jectivity, try to put oneself in the mind of the individual. As a result, it rejects the objective scientific method as a way of studying people (Sammons, 2011)3.2.3 theory of Planned BehaviourThe surmise of Planned Behaviour (TPB Ajzen 1991) is one of the mainly used cognitive models. The Theory of Planned Behaviour has been introduced by Ajzen in 1991 due to the rising slope limitation of the previous cognitive model the Theory of Reasoned which was developed by Ajzen and Fishbein in 1975.The Theory of Planned Behaviour is based on the assumption that the human being normally behave in a tenable and sensible manner, when making a decision or job an action an individual would seek for available information and the implication in doing such action. According to this theory developed by Ajzen, a persons excogitation to perform or not to perform a behaviour is the most immediate determinant of that action.According to the Theory of Planned Behaviour, intention and behaviour are a function of three determinants one individualized in nature, one reflecting social influence and the third dealing with control (Ajzen, Pg 117). The first determinant that is personal factor is simply the individuals attitude (positive or negative) towards a particular behaviour of interest. The second determinant is the persons social pressure to perform or not to perform such behaviour. It is generally referred to natural norm (Ajzen, 2002). The third determinant is the sense of self- power or the ability of the individual to perform such behaviour which has been termed by Ajzen as comprehend behavioral Control.The main difference between the Theory of Reason and the Theory of Planned Behaviour is the control component of the Theory of Planned Behaviour (Conner Spark, 2005). As it was mentioned in the previous paragraph, the Theory of Reason assumes that human social behaviour model is under volitional control and thus it can be predicted from the intention only. Ajzen (19 85) found that often, the individual does not have complete control, hence the Perceived behavioral Control was added to the Theory of Reason. Ajzen named it the Theory of Planned Behaviour where Perceived Behavioural Control could be used to predict the non-volitional behaviours. Perceived Behaviour Control is when a person expecting that the performance of the behaviour is inwardly his/her control and has the confidence that he/she can perform the behaviour (Coner, 2010). This is comparable to the concept of self-efficacy developed by (Bandura, 1997).The theory of Theory of Planned Behaviour has been largely tested and has also been successfully applied to understand the different types of behaviour (Conner and Sparks, 2005). Armintage and Corner (2001) reported that, across 154 applications attitudes, subjective norms and Perceived Behavioural Control accounted to 39% of the variance intention. Perceived Behavioural Control accounted for 27% of the variance in behaviour across 63 applications.Figure 3.1 The Theory of Planned Behaviour, adapted fromAjzen (1991).3.2.3.1 Limitations of Theory of Planned BehaviourAccording to the Theory of Planned Behaviour, intention is determined by three classes of behavioural judgments (normal norms, subjective norm and perceived behaviour control), however these assumptions are highly debatable. loosely the combination of attitudes, social norms and perceived behavioural control leads to a reasonable prediction of behavioural intention. However, (Schwenk and Moser, 2009) reported thatAlthough the inferred correlation (between intention and behaviour) is substantial, one should not expect to be able to explain a third of the change observable in environment behaviour. This indicates that the strong causal of the Ajzen model is not met in reality..Ogden (2003) noted that the Theory of Planned Behaviour is a conceptual based model and discussed several limitations of Ajzens theory. Based on literature review, Ogden obse rved that some of the studies carried out under the Theory of Planned Behaviour reported no role for subjective norms others showed no predictive role for perceived behavioural control and some shows no roles for attitudes.Several suggestions have been put forward within Attitude Theory to understand, explain and reduce the attitude-behaviour gap. A general approach is the extension of the Theory of Planned Behaviour with additional explanatory constructs. The main additional approach which was brought forward was the perceived availability and the importance of price.Ajzen (2002) reported that the perceived behavioural control could be divided into two subclasses namely perceived self efficacy, which refers to the ease or difficulty of performing the behaviour and perceived controllability which refers to the extent to which performance depends on the individual. Perceived controllability deals with consumers external control to buy the perceived self efficacy deals with consumers internal control to buy (Conner Armitage, 1998).Regarding the importance of prices, higher prices may be an obstacle, especially for low income throng consumers to make a purchase (Tarkiainen Sundqvist, 2005)3.2.4 Factors Influencing purchase BehaviourThe stimulus-response method is based on the work of classical psychologists such as Pavlov and Watson (1870), who found that all organisms have psychological drives directly related to their need for survival. According to Hisrich (2000) drives can be divided into primary and lowly drives whereby primary drives refers to the need to avoid pain and the need for belonging whereas secondary drive refers to guilt, pride and acquisitiveness in attempt to satisfy primary drives.As you can see below in the stimulus diagram, Marketing and environmental stimuli enter the buyers consciousness. The buyers features and decision process will lead to a purchase decision. For my study I will concentrate only on the buyers characteristic to un derstand how these characteristic affect the decision to purchase or not to purchase a product.3.2.4.1 Buyers CharacteristicsConsumer Behaviour can be influenced by buyers characteristics. These characteristics are pagan, social, personal and psychological factors. Those factors exert a certain influence in the mind of customers when buying a particular product according to Kotler (2001) pagan FactorsCultural factors can be classified into horticulture, subculture and social class. Those factors are peculiarly important in understanding the buying behaviour of customers. The factors represent a hierarchy of social influences, ranging from broad, general effects on consumption behaviour such as those imposed by the culture we live in to more specific influences that directly affect a consumers choice of a particular product or bulls eye (Boyd et al, 1998)CultureAccording to Kotler (2001), culture is the most fundamental determinant of a persons wants and behaviour. Culture is the total way of life of a society, passed from generation to generation, deriving from a group of people sharing and transmitting beliefs, values, attitudes and forms of behaviour that are common to that society and considered worthy of retention (Chisnall, 1985). Kotler reported that a growing child acquires a set of values, perceptions, preferences and behaviours through his or her family and other key institution. Riley (2012) reported that a cultural geological fault is an important opportunity for marketers. He also argues that a shift towards greater concern about health and fitness has resulted in more industries servicing customers with low calorie foods, health related products, exercise equipment or Dietary Supplements.SubcultureEach culture contains subculture, according to Kotler (2001), he defines subculture as nationalities, religions, racial groups and geographical regions. According to Schouten and Mc Alexender (1995), subculture is a distinctive subgroup of society t hat self-selects on the basis of assignd commitment to a particular product class, brand or consumption activity. According to Jim Riley (2001) the young culture has quite distinct values and buyer buying characteristics comp-are to the older generation. Nevertheless, subculture is usually identified through race, nationality, religion, geographical region and age (Hawkins et al, 1989).Social ClassAccording to an member published by the Princeton University (2010) asocial classis a group of people who have the same social, economic, or educational status in society. According to Kotler (2001), social classes differ in dress speech patterns, recreational preferences and among others. He reported that there are four main types of characteristics which define a social group.Those within each social class tend to behave more alike than persons from two different social classes.Persons are perceived as occupying inferior or superior positions according to social class.Social class is i ndicated by a cluster of variables (occupation, income, wealth, social class)Individual can move from one social class to another one (up or down).Social FactorsApart from cultural factors, consumer behaviour is also influenced by social factors such as reference groups, opinion leaders and family bring up GroupsKotler (2001) defines reference groups as all the groups that have a direct (face-to-face) or indirect influence on an individuals attitude or behaviour. Another definition of reference groups is those groups the consumer identifies himself with and wants to join.Opinion leadersOpinion leadersare people with expertise in certain areas. According to Bergstrom (2008), an opinion leader is anyone who has an active voice in a community it is somebody who speaks out and who is often asked for advice. Brenna (2013) reported that health and fitness movement is now influencing many industries including food, travel, clothing, footwear, entertainment and among others. OptiMyz Magazin e (Sport and Nutrition Magazine, 2013) revealed that their readers are ameliorate, affluent and focused they tend to be opinion leaders in their social groups. Readers would recommend their siblings to use the supplements denote in the magazine.FamilyAccording to Kotler (2001), the family is the most important consumer-buying organisation in society. The individual members who make up the family unit exercise an influence over each others behaviour and therefore the activities which form part of consumer decision-making (Cox, 1975). Kotler (2001) stated that in countries where parents live with their grown children, their influence can be substantial. In the United States, the husband-wife contact has traditionally varied widely by product category.Psychological Factors nevertheless if two consumers have equal involvement with a product, they often purchase different brands for different reasons. The information they collect, the way they process and interpret it and their evalua tion of alternative brands are influenced by psychological variables. Those variables are motivation, perception, learning and belief and attitudes (Boyd et al., 1998).MotivationMotivation is the force, which energises behaviour, gives direction to it and underlines the tendency to persist (Barton et al, 1996). According to modern studies carried out, it has been proved that motivation may affect reasoning through trustfulness on a biased set of cognitive process (Eagly Chaiken, 1993). hence understanding motivation is very important.LearningLearning is to gain knowledge, understanding or skill by study, instruction or experience (Arbib et al., 2005). Osselear and Alba (1999) push laid down that consumers learn the relationship between product attributes and character reference and they will differentiate among brands that possess different attributes and treat as commodities those brands that share the same attributes.Personal FactorsA buyers decisions are also influenced by personal characteristics. These include the buyers age and stage in the life cycle, occupation and economic circumstances, lifestyle and personality. get along and Stage in the Life CycleAge has an impact on consumers buying decision. The type of leisure activities they participate in, the likelihood of their being in education or at work, their need for health care and their preferences for style and fashions will change them. (Crown, 2009)Occupation and Economic helpingPeople who function in higher status occupations have characteristics personalities, motives and values that set them apart from those in less prestigious positions (Kohn Schoenbach, 1983 Kohn et al. 1990). life stylemodus vivendi is defined as a pattern in which people glide by time and money. People from the same culture, social class and occupation may have very different lifestyles, expressed in their own activities, interests and opinions. Lifestyle as such influences the consumer in his purchase of products (Chellum Esson, 1999).3.2.5 Buyers Decision ProcessIn this model, the consumer passes through five stages problem recognition, information search, evaluation and selection of alternatives, decision implementation, and post-purchase evaluation.The diagram below depicts the process which goes in the mind of a buyer when deciding to effectuate a purchase.Figure 3.2 The Consumer Information Processing ModelSource Adopted from Kotler (1997)Problem RecognitionThe consumer buying process begins when the buyer recognises a problem or need (Ken Matsuno, 2007). Typically, researchers seek to identify consumer problems by analysing the factors that widen the gap between the actual and the desired state. The desired state of the consumer is inspired by their aspirations and circumstances. Culture, sub-culture, reference group and lifestyle trends can cause people to change their desired state.Information SearchWhen a consumer discovers a problem, he/she is likely to engage in internal and ext ernal information searches. It has been recognised that information search often precedes brand preference formation and that search behaviours may vary according to individual characteristics (Block et al., 1896). Usually educated people are more likely to engage in more meaningful search for information, thereby contributing to a higher level of search (Kiel and Layton, 1981 Marvel, 1996 Newman Staelin, 1971)Evaluation of AlternativesConsumers may apply a variety of criteria in evaluating purchase alternatives, which will vary in importance of influence in shaping alternative evaluation and selection (Black et al, 2001). According to Matsuno (2007), by convention information, the