A consumer behavior model from Mothersbaugh and Hawkins may analyze some different factors among their consumer behavior. According to Mothersbaugh and Hawkins (2016) there are two influences in consumer behavior: internal and external (Gerlach, 2017) but perception factor in internal influences will use to compare the differences and similarities.
Being healthy not only come from outside like appearance but also from inside so food supplements like an method to improve, support or maintain health and are using more and more in consumer market. In a recently journal article, there are 71 percent of population use food supplements over 170 million US adults (Johnsen, 2017, 34).
Furthermore, this article showed that millennials who ages 18 to 34 years old occupied 70 percent in supplement consumption while baby boomers accounted for the highest percentage for this consumption with 74 percent (Johnsen, 2017, 34).
On the other hand, people take dietary supplements for many reasons and in the same article the top two reasons for why take food supplement in supplement consumers were overall wellness and fill nutrient gaps in diet process (Johnsen, 2017, 34).
For millennials, it has an increasing trend of using dietary supplement with the amount of 36 percent from 2009 to 2013 and according to a supplements/OTC/Rx Consumer and Market Trends report 55 percent of millennials believe that food supplement can help them regulate their health problems (Originates, 2013).
Finally, baby boomers always take the higher percentage than millennials in food supplement consumption or regular using for any their own reason and purpose.
According to a Millennials and Gen Z report in 2016, millennials accounted for 45 percent in regularly take supplements or vitamins while baby boomers occupied 69 percent in the same way (Hartman, 2017).
Similarly, in a health and wellness report in 2015, vitamins or minerals, OTC pain reliever, prescription medicine took the greatest percentage than other usages and baby boomers always occupied higher percentage than millennials in any consumption (Hartman, 2017).
In contrast, millennials indicate healthy eating habit is a definition of more protein, more cook processed so they eat meat, fish, egg to increase many kinds of nutrient in their meals which can support for building muscles or gain weight. According to a marketing website, millennials spend 44 percent on meat purchases per month while baby boomers just spend 22 percent in the same purchases (Uetz, 2016).
Beauty seems to be one of the most concerns for every people in any age group especially women so they might have same trend in beauty supplements usage.
A recent Mintel report in 2015 presented that it occupied 96 percent of consumer women ages over 16 who are willing to spend their purchase on beauty products like skincare, hair care (Khanom, 2015).
For more details, results of a survey in this report based on 1300 female internet users aged over 16 who single, get married and in a relationship said that the most reason they want to take care of their appearance to help them feel more confident or look healthier.
In addition, appearance is familiar with health, making an effort with appearance for keeping attractive with partner or get new partner are also the reasons for women use supplements. In general, women in any age group include millennial and baby boomers always the same similarities about health perception and maintain beauty.
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