Using the Benefit Chain for Improved Strategy Formulation

TLDR: For example, this paper found that a significant number of consumers want, and will use, information about the nutritional value of the foods they are buying, that such information can influence buying habits.

Abstract: significant number of consumers want, and will use, the information disclosed. Marketing research appears to have two roles in this program. The first is to identify what information is material, in the sense that I have just described it. If consumers don't care what mileage their cars are getting, that is something that goes to the legal roots of the program and that can be determined with the aid of marketing research. There is another, more constructive, role for marketing research in these proceedings: to determine the most effective way of communicating material information. Several surveys, for example, have established that a significant number of consumers want, and will use, information about the nutritional value of the foods they are buying, that such information can influence buying habits. Experience has shown that it is extremely Journal of Marketing, July 1975