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Bachelorthesis Halmstad University School of Business and Engineering Business and Marketing BACHELORTHESIS The impact of the healthy messages on the French consumers’ behavior HAYS Alicia IMBERT Elodie Dissertation in Marketing, 15 ECTS Halmstad University, 2013 Halmstad University 2013 Acknowledgement Imbert Elodie and Hays Alicia, the two authors of this thesis, want to express their gratitude to all people who have contributed to this paper. We want to thank all people who have helped us during our work and made it possible. We sincerely want to thank the Halmstad University for giving us the possibility to write a bachelor thesis and for the services we had such as the date bases, books, and computers. Particularly, we want to thank the entire French consumers who have participated in our survey. Without their participation the research couldn’t happen. We also desire to thank our supervisor Venilton REINERT, for his advices and the time he spends with them. Thanks for his efforts in helping us to find the way to success in this work. Finally, we want to express our gratitude to people who help us to write our thesis in another language than ours such as our roommate Jessica Wagstaffe. IMBERT Elodie HAYS Alicia Halmstad University 2013 Summary of the thesis Title: The impact of the healthy messages on the French consumers’ behavior. Authors: HAYS Alicia and IMBERT Elodie Supervisor: REINERT Venilton Key words: consumer’s behavior, buying process, regulated advertising, healthy messages in France … Purpose: The objective of the paper is to understand the French consumer behavior faced with regulated food advertising. Frame of reference: First of all, we give a definition of consumer behavior following by the several characteristics which can affect the consumer buying behavior. Then, we describe all the steps of the consumer’s decision buying process. In a second part we broach the subject of the communication process and the regulated food advertising. Method: We start explaining the methodological approach and the research design. Then, we describe which type of research we choose to use and why. Our Methodological part ends by a description of the survey. Conclusion: French people really know these messages and are aware of them. These messages arouse their curiosity. However, some surveys proved that the impact of the healthy messages can have the opposite effect from the one expected by the French government. Halmstad University 2013 Table of contents INTRODUCTION ...................................................................................................................... 1 1. Background ..................................................................................................................... 1 2. Research question ............................................................................................................ 2 3. Problem ........................................................................................................................... 2 4. Purpose ............................................................................................................................ 3 5. Delimitation ..................................................................................................................... 3 THEORETICAL FRAMWORK ................................................................................................ 4 1. Consumer buying behavior ............................................................................................. 4 1.1. Definition of consumer buying behavior ................................................................. 4 1.2. Factors that impact consumer behavior ................................................................... 4 1.3. The consumer buying decision process ................................................................. 13 2. Marketing communication ............................................................................................ 17 2.1. The communication process................................................................................... 18 2.2 The regulated food advertising in France ................................................................ 21 METHODOLOGY ................................................................................................................... 24 1. Research method ........................................................................................................... 24 1.1. Qualitative & Quantitative method ....................................................................... 24 1.2. Choice .................................................................................................................... 25 2. Types of research .......................................................................................................... 25 2.1. Exploratory research and secondary Data .............................................................. 25 2.2. Collecting method secondary data ......................................................................... 26 2.3. Descriptive research and Primary data................................................................... 26 2.4. Collecting primary data .......................................................................................... 27 2.5. Population and sample ........................................................................................... 28 EMPIRICAL DATA ................................................................................................................ 31 1. Consumer buying behavior ........................................................................................... 31 1.1 Factors that impact consumer behavior ................................................................. 31 1.2 The consumer buying decision process ................................................................. 35 2. Marketing communication ............................................................................................ 37 2.1 Communication process .............................................................................................. 37 2.2 Regulated food advertising ......................................................................................... 39 Halmstad University 2013 ANALYSIS .............................................................................................................................. 42 1. Consumer behavior ....................................................................................................... 42 1.1. Factors that impact consumer behavior ................................................................. 42 1.2. The consumer buying decision process ................................................................. 44 2. Marketing communication ............................................................................................ 44 2.1. Communication process ......................................................................................... 44 2.2. Regulated food advertising in France .................................................................... 46 CONCLUSION ........................................................................................................................ 47 1. Conclusion ..................................................................................................................... 47 2. Delimitation ................................................................................................................... 47 3. Further studies ............................................................................................................... 48 SOURCES ................................................................................................................................ 49 APPENDIX .............................................................................................................................. 53 Survey ............................................................................................................................... 53 Halmstad University 2013 INTRODUCTION 1. Background Since 1950, France has faced increasing household consumption. In fact, after the World War II, French people have imitated the American way of consumption due to the positive image of Americans after they helped to liberate France in the war (Marie- Emmanuelle Chessel, 2012). Today, French household consumption is three times higher than in 1960 (Insee, 2010) and 13% higher than the European average (Insee, 2009). Particularly, France is the European country that consumes the most food (Insee, 2009). In parallel, TV advertising has zoomed in France over the past few years. In fact, since 1986 the advertising market on TV has increased by 257% (Syndicat National de la PublicitéTélévisée, 2010). Moreover according to a “Médiamétrie” survey in 2003, 76% of the French insists they like advertisement and could not appreciate TV without advertisings (Caaps, 2011). At the same time, surveys revealed that 89% of food products promoted on advertisings is unhealthy (UFC quechoisir, 2009). At the same time of increased fat products advertising, there has been a growth of obesity in France. In fact, over the 10 last years obesity rates have zoomed. From 2000 to 2012, the obesity rate increased from 10.1% to 15% (Obépi-Roche, 2012). This phenomenon also concerns children. As an example, today 4.5% of the French children are overweighed and 3.5% are obese (Inpes, 2012). The impact of the advertisement on children
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