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Published by: Hartman Group
Published: Nov. 1, 2001 - 72 Pages Now reduced off the original sale price of $7500.
Table of Contents
Executive Summary
Introduction
Chapter I—The Hartman Model
The World of Wellness
The Hartman Group Model
Chapter II—Live
Seeking a Wellness Lifestyle
Lifestyles by Wellness Segmentation
The Meaning of Wellness: A Parent’s Perspective
The Meaning of Wellness: A Child’s Perspective
Fulfilling Children’s Wellness Needs
Beyond the Food Pyramid
Hormones and Steroids
Food Borne Illness
Chemical Exposure
Vegetarians
Diets
Other Top of Mind Food Concerns
Key Health Concerns
Nutritional Supplements
Exercise
Gauging Wellness
Day In A Life
Attitudes and Behaviors
Chapter III—Shop
Behavioral Typifications
Gathering Wellness Information
The Media
Making Decisions and Negotiating
Chapter IV—Buy
Evolution Into Children’s Product Worlds
Entering the Worlds of Children’s Wellness Products
Influencers and Barriers
Competitive Set
Need Gaps
Chapter V—Marketing Implications and Recommendations
The Hartman Group Recommendations
Conclusion
Appendix I
Qualitative Sample Discussion Guide
List of Figures
Figure I.1 Core to Periphery
Figure I.2 Wellness Segments
Figure I.3 Dimensions Organizing the World of Children’s Wellness
Figure II.1 Children’s Wellness Lifestyles
Figure II.2 Boy’s Images and Pictures
Figure II.3 Girls’ Images, Pictures, and Word Lists
Figure III.1 Behavioral Typifications
Figure III.2 Childrens’ Influence at the Shelf
Figure IV.1 Product Adoption by Children’s Wellness Consumers
Figure IV.2 “I buy organic and natural foods for my children” -All Children Under 18 Years of Age
Figure IV.3 “I buy organic and natural foods for my children” -Only Children Under 6 Years of Age
Figure IV.4 Brand Awareness of Children’s Wellness Consumers
AbstractThe Children's Wellness Syndicated Study was designed to help
marketers understand the wellness lifestyle drivers in families with
children and enable them to better position children's wellness products in the marketplace.
Wellness Lifestyle and Cultural Analysis
- The Hartman Model: Understanding the World of Children's Wellness
- Wellness lifestyle segmentation
- Parent's health and wellness perspectives for themselves and their children
- Children's perspective on health and wellness, including use of language
and visual images
- Fulfilling children's wellness needs (i.e., food and diet, health care
choices, etc.)
- Wellness influences of parents and children
- Key health concerns by age group
Product and Brand Analysis
- Products and brands that resonate with children vs. parents
- Children's influence on product decisions
- Shopping behaviors
- Parents and brand trust
- Purchase barriers, influences and need gaps
- Sources of information on wellness products and brands
- Marketing implications and recommendations are provided to support consumer positioning and -communications.
A 20-minute videotape of consumer interview excerpts taken from nationwide
interviews is also included.
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