In: Business and Management

Submitted By falgunibhairav
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Tribe: “Salubrious cognizant Moms”
The Salubrious Cognizant Moms consists of a network of homogeneous and systemic people linked by a shared passion towards a cultural and choice based belief. The psychological characteristics of this tribe are organized, picky, health conscious, social and radical. They believe in healthy eating, taste conscious and concerned about what they eat. The tribe members are family loving, educated professionals with very disciplined lifestyle. Salubrious Cognizant Moms are very busy professionals but insisted on eating at home and cook their food to their taste and were conscious about ingredients in the food being consumed by their family.
The culture-based characteristics of the Salubrious Cognizant Moms include moderate to high power distance with conservative behaviours. Among these families women usually makes grocery decision and checks the price, ingredients and nutrition value for everything they buy. Due to school going children in the family taste is of paramount importance.
The members of Salubrious Cognizant Moms passionately demonstrate family orientation, health consciousness and will carry that in all walks of their lives from workplace to home. They are generally women but there are exceptions where male head of the family goes for groceries and makes buying decision. They have very high uncertainty avoidance values and are not comfortable with uncertainty they seek better value proposition with optimized price, value and nutrition values. Salubrious Cognizant Moms members are smart and realistic with long-term orientation values.
Health foods skew to an older and/or more upscale audience. The 40-plus market has been described as a “growing segment of the population looking for healthy, low-cal foods.” With increasing age, calorie needs decrease for most men and women. Furthermore, this segment is the leading edge…...

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