Applying social marketing mix to identify consumers’ preferences towards functional dairy products in Iran

Abstract

Purpose During the past few decades, production and marketing of functional foods has increased in many countries including Iran. Considering the fact that consumers’ preferences play an important role in the success of marketing a product to increase consumption, this study aims to fill the knowledge gap in this regard in Iran. Design/methodology/approach The theory of social marketing served as the framework of this study. Qualitative data were collected via eight semi-structured focus group discussions, between May and September 2014. Participants were 65 women (44 housewives and 21 employed women), aged 23-68 years, selected by purposeful sampling technique, considering maximum diversity. All focus group discussions were audio recorded and transcribed verbatim. Analysis of the qualitative content of the data was conducted using MAXQDA® software. Findings The findings showed that there were quite diverse preferences among studied women in regards to different aspects of a product and its social marketing strategies. The preferences toward functional dairy products were categorized in four main groups: characteristics of products including sensory and non-sensory characteristics; price; place of the product supply; and promotion strategies of products categorized in three subgroups of informing and educating, advertising and recommending. Originality/value This study is the first study in this regard in Iran. Given the novelty of functional dairy products in the market, the diversity of preferences should be considered both in production of dairy foods and their promotion plans. This understanding can contribute to success of interventions to increase consumption of these products among consumers.