Page 182 - Marketing Management

ANALYZING CONSUMER MARKETS | CHAPTER 6 159

TABLE 6.2 LOHAS Market Segments

Personal Health Natural Lifestyles
Natural, organic products Indoor & outdoor furnishings
Nutritional products Organic cleaning supplies
Integrative health care Compact fluorescent lights
Dietary supplements Social change philanthropy
Mind body spirit products Apparel
U.S. Market—$118.03 billion U.S. Market—$10.6 billion

Green Building Alternative Transportation
Home certification Hybrid vehicles
Energy Star appliances Biodiesel fuel
Sustainable flooring Car sharing programs
Renewable energy systems U.S. Market—$6.12 billion
Wood alternatives
U.S. Market—$50 billion
Eco-Tourism Alternative Energy
Eco-tourism travel Renewable energy credits
Eco-adventure travel Green pricing
U.S. Market—$24.17 billion U.S. Market—$380 million
Source: Reprinted by permission of LOHAS, http://www.lohas.com/.

In some categories, notably food processing, companies targeting time-constrained consumers
need to be aware that these very same people want to believe they’re not operating within time con-
straints. Marketers call those who seek both convenience and some involvement in the cooking
process the “convenience involvement segment.” 29

Hamburger Helper Hamburger Helper Launched in 1971 in response to tough economic
times, the inexpensive pasta-and-powdered mix Hamburger Helper was designed to quickly and
inexpensively stretch a pound of meat into a family meal. With an estimated 44 percent of
evening meals prepared in under 30 minutes and strong competition from fast-food drive-
through windows, restaurant deliveries, and precooked grocery store dishes, Hamburger
Helper’s days of prosperity might seem numbered. Market researchers found, however, that some consumers
don’t want the fastest microwaveable solution possible—they also want to feel good about how they prepare
a meal. In fact, on average, they prefer to use at least one pot or pan and 15 minutes of time. To remain
attractive to this segment, marketers of Hamburger Helper are always introducing new flavors to tap into
changing consumer taste trends. Not surprisingly, the latest economic downturn saw sales of the brand rise
9 percent in 2009. 30

Consumer decisions are also influenced by core values, the belief systems that underlie attitudes
and behaviors. Core values go much deeper than behavior or attitude and determine, at a basic
level, people’s choices and desires over the long term. Marketers who target consumers on the basis
of their values believe that with appeals to people’s inner selves, it is possible to influence their outer
selves—their purchase behavior.