Consumer Perception of Health and Wellness Products

Titin Suhartini — Thu, 31 Oct 2024 00:00:00 -0400

This study aims to understand consumer perceptions of health and wellness products amidst growing public awareness of the importance of a healthy lifestyle. Using a qualitative approach, this research explores factors that influence consumer perceptions, such as trust, personal experience, preferences, and social influence. Data collection methods include in-depth interviews and focus group discussions (FGDs) with 20 respondents from diverse backgrounds in age, gender, and physical activity levels. A purposive sampling technique was used to ensure a relevant variety of views on health and wellness products. The collected data was analyzed using thematic analysis, producing key themes such as trust in product safety and effectiveness, preferences for natural over chemically-based products, and the influence of community and social media in shaping perceptions. The study's findings indicate that consumer perceptions of health products are significantly influenced by personal experiences and information obtained from social environments and media. Trust in the brand and the transparency of manufacturers in providing information also play an important role in shaping consumer decisions. Additionally, it was found that consumers tend to prefer products considered natural and that offer clear health claims. This research provides insights for producers in designing marketing strategies that can enhance consumer trust through transparent education and strengthen brand reputation.

The Role Of Social Media In Building Consumer Trust In Product

Thomas Kartomo — Wed, 30 Oct 2024 00:00:00 -0400

This study explores the role of social media in building consumer trust in products in the digital era. Using a qualitative method, the research examines consumers' perspectives and experiences with social media as a transparent and interactive marketing platform. Based on in-depth interviews and content analysis, the study finds that consumer reviews on social media significantly influence purchasing decisions, especially those reviews that include visuals and testimonials from other users. Additionally, brand transparency and responsiveness to consumer feedback highlight the importance of openness in fostering trust. Educational content provided by brands also enhances consumers' positive perceptions, as it offers additional value beyond typical promotions. Direct interaction between consumers and brands on social media strengthens the emotional connection, creating a sense of appreciation and trust toward the brand. The findings provide practical insights for companies to strategically leverage social media in establishing sustainable relationships with consumers. By focusing on aspects of consumer review credibility, transparency, educational content, and responsive interaction, companies can increase consumer trust in their products.

Kompartemen: Kumpulan Orientasi Pasar Konsumen

Consumer Perception of Health and Wellness Products

The Role Of Social Media In Building Consumer Trust In Product