Abstract
The projected increase in obesity and diabetes and the population most apt to suffer from these two diseases highlight the need for marketers and retailers to develop more efficient ways to merchandise products to diabetics. These products go beyond the direct, medically-related products such as test strips, to ancillary products such as foot- and skin-care products and snacks. Conjoint analysis was utilised to see what combination of factors, out of store information, in-store signage, depth and variety of product, were important to the consumer to enhance their shopping experience. Respondents were also asked to profile their attitudes towards shopping in general. The results were compared with shopping preferences for 30 different product categories so that insights into merchandising strategy specific to diabetic products can be derived.
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