Consumer Awareness and Frozen Food Marketing

The assignment aims to determine the implications of frozen food marketing on consumer buying behaviors and choices. It evaluates approaches undertaken by Ausfine Food to market frozen food items successfully and assesses measures that have helped maintain sustainable practices while influencing consumer behavior.

Running head: CONSUMER AWARENESS ABOUT HEALTHY PRODUCTS:
IMPLICATIONS FOR FROZEN FOOD MARKETING
Consumer awareness about healthy products: Implications for frozen food marketing
Name of student
Name of University
Author note

1
CONSUMER AWARENESS ABOUT HEALTHY PRODUCTS: IMPLICATIONS FOR
FROZEN FOOD MARKETING
Table of Contents
1. Problem statement.......................................................................................................................3
2. Research Aim...............................................................................................................................3
3. Research Objectives.....................................................................................................................3
4. Research Methodology................................................................................................................4
4.1 Comprehensive literature review...........................................................................................4
5. Secondary sources.......................................................................................................................4
5.1 Data analysis..........................................................................................................................5
References........................................................................................................................................6

2
CONSUMER AWARENESS ABOUT HEALTHY PRODUCTS: IMPLICATIONS FOR
FROZEN FOOD MARKETING
1. Problem statement
The dietary habits of individuals have a direct impact on the health of the individuals and
so Ausfine Food has created the right marketing strategies for the frozen food products to
influence the consumer buying behaviors. The research rationale demonstrates the rise of diet
related health issues and the improper packaging of the frozen food items at United Kingdom,
which has made people avoid the frozen food items (Cairns et al., 2013). To prevent this, the
Government has implemented mandatory labeling policy including the various nutrients of the
packaged frozen food items. Ausfine Food has marketed its products by following sustainable
measures like green packaging to create positive mindset among the customers as well as
maintain the health and safety of theirs. Not only green packaging, but also the company aims to
deliver the best quality healthy products that can influence the buying behaviors of the customers
and increase the sales revenue too (Ausfine.com.au¸2018). Due to the immense competition in
the market, Ausfine Food shall remain committed to the sustainable methods while marketing the
frozen food items and ensure influencing their buying behaviors with ease and effectiveness
(Grunert, Hieke & Wills, 2014).
2. Research Aim
The aim of the research is to determine the implications of frozen food marketing of
Ausfine Food and its impact on the consumer buying behaviors and choices made by them.

3
CONSUMER AWARENESS ABOUT HEALTHY PRODUCTS: IMPLICATIONS FOR
FROZEN FOOD MARKETING
3. Research Objectives
 To identify the impact of frozen food marketing on the buying behaviors of consumers at
Ausfine Food, Australia
 To evaluate the various approaches undertaken by the company to market the frozen food
items successfully in the market
 To assess the various measures that have helped the company to maintain sustainable
measures while marketing the products and services
 To recommend necessary measures that should be adopted by Ausfine Food for
overcoming the frozen food marketing issues and maintain sustainability to influence the
consumer buying behavior
4. Research Methodology
4.1 Comprehensive literature review
The frozen food items’ choices could affect the food demands in the market as well as
represent an increasing segment of the home based meal replacement category. The information
about consumers could be related to generic health information and product specific nutrition
profiles. The ability of the consumers to use the information can play a major role in the
purchasing decisions made by the consumers (Anselmsson, Vestman Bondesson & Johansson,
2014). The various work related to the information issues included the acquisition of information
along with the use of nutrition label. The Government has played a major role in the distribution
of nutritional information and due to this; the companies have managed to market the frozen
food items through proper promotional techniques and even through the involvement of a social

4
CONSUMER AWARENESS ABOUT HEALTHY PRODUCTS: IMPLICATIONS FOR
FROZEN FOOD MARKETING
media platform (Chandon, 2013). The frozen food company to ensure that the customers were
attracted and they could know about the products in details should provide the nutritional value,
ingredients used and nutritional information. Individuals’ acquisition of information could help
in evaluating the benefits obtained by purchasing the products as well as influence their reaction
to the new health related information. The company should maintain sustainable packaging
techniques to keep the food fresh and healthy for consumption by the customers (Phan & Vu,
2015). This would definitely develop a positive mindset among them and make them purchase
the products and services of the company, furthermore spread positive messages to many other
people so that they could get influenced (Newman et al., 2014).
5. Secondary sources
The secondary sources would be useful for obtaining relevant information and data about
the topic and constitute the secondary data. The secondary sources could be articles, journals,
internet websites and by searching through keywords such as frozen food items, green
packaging, nutritional value of frozen items, etc (Salazar, Oerlemans & van Stroe‐Biezen, 2013).
On the other hand, surveys were conducted to obtain the opinions and feedbacks of the
respondents that constituted the quantitative data. The qualitative data was gathered by
interviewing with the managers of the organization and both these kinds of data helped in the
primary data collection (Buder, Feldmann & Hamm, 2014).
5.1 Data analysis
The analysis of data should be done to check the accuracy of information and checked
whether it had been gathered from authentic sources or not. The quantitative data analysis could

5
CONSUMER AWARENESS ABOUT HEALTHY PRODUCTS: IMPLICATIONS FOR
FROZEN FOOD MARKETING
be done with the use of SPSS tool for representing the data and information in the form of charts,
diagrams, etc. This would provide better flexibility and maintain good relationship between the
different variables required to conduct the research efficiently (Grunert, Hieke & Wills, 2014).

6
CONSUMER AWARENESS ABOUT HEALTHY PRODUCTS: IMPLICATIONS FOR
FROZEN FOOD MARKETING
References
Anselmsson, J., Vestman Bondesson, N., & Johansson, U. (2014). Brand image and customers'
willingness to pay a price premium for food brands. Journal of Product & Brand
Management, 23(2), 90-102.
Antonetti, P., & Maklan, S. (2014). Feelings that make a difference: How guilt and pride convince
consumers of the effectiveness of sustainable consumption choices. Journal of Business Ethics,
124(1), 117-134.
Ausfine.com.au. (2018). Ausfine Foods // Home. Ausfine.com.au. Retrieved 23 March 2018, from
http://ausfine.com.au/
Buder, F., Feldmann, C., & Hamm, U. (2014). Why regular buyers of organic food still buy many
conventional products: Product-specific purchase barriers for organic food consumers. British
Food Journal, 116(3), 390-404.
Cairns, G., Angus, K., Hastings, G., & Caraher, M. (2013). Systematic reviews of the evidence on the
nature, extent and effects of food marketing to children. A retrospective summary. Appetite, 62,
209-215.
Chandon, P. (2013). How package design and packaged-based marketing claims lead to
overeating. Applied Economic Perspectives and Policy, 35(1), 7-31.
Grunert, K. G., Hieke, S., & Wills, J. (2014). Sustainability labels on food products: Consumer
motivation, understanding and use. Food Policy, 44, 177-189.

7
CONSUMER AWARENESS ABOUT HEALTHY PRODUCTS: IMPLICATIONS FOR
FROZEN FOOD MARKETING
Newman, C. L., Turri, A. M., Howlett, E., & Stokes, A. (2014). Twenty years of country-of-origin food
labeling research: a review of the literature and implications for food marketing systems. Journal
of Macromarketing, 34(4), 505-519.
Phan, T. T. H., & Vu, P. A. (2015). The impact of marketing mix elements on food buying behavior: a
study of supermarket consumers in Vietnam. International Journal of Business and
Management, 10(10), 206.
Salazar, H. A., Oerlemans, L., & van Stroe‐Biezen, S. (2013). Social influence on sustainable
consumption: evidence from a behavioural experiment. International Journal of Consumer
Studies, 37(2), 172-180.