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Food Or Drugs? A Consumer Perception Study Of Borderline Products

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  • Khedkar, Sukhada
  • Schaeferdiek, Asli
  • Bröring, Stefanie

Abstract

This exploratory study investigates consumer perception of borderline products between food and drugs, mainly based on the Buying Hierarchy concept. An online survey on consumer perception of 7 borderline products was conducted in Germany in summer 2015, resulting in a sample of 104 consumers. Descriptive statistics results indicate that sensory aspects and packaging presentation may indeed influence consumer perception borderline products. Further, consumers may prefer dedicated products (probably drugs) to address specific health conditions and they seem to be sceptical about the efficacy and health benefits of such products. Overall, consumer perception of borderline products seems to be rather ambiguous.

Suggested Citation

  • Khedkar, Sukhada & Schaeferdiek, Asli & Bröring, Stefanie, 2016. "Food Or Drugs? A Consumer Perception Study Of Borderline Products," 56th Annual Conference, Bonn, Germany, September 28-30, 2016 244881, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi16:244881
    DOI: 10.22004/ag.econ.244881
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    References listed on IDEAS

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    1. Ralf Terlutter & Martina Moick, 2013. "Convergence and Consumer Behavior," Springer Books, in: Sandra Diehl & Matthias Karmasin (ed.), Media and Convergence Management, edition 127, chapter 11, pages 163-176, Springer.
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      Keywords

      Agribusiness; Research and Development/Tech Change/Emerging Technologies;

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