Abstract

Increasing commodity costs and a slowdown in the economy are posing tough challenges to the manufacturers of food products in the US. Analysts believe that consumer behavior related to the purchase of food items had undergone significant change in these difficult times as the consumers did a juggling act to balance their budgets while trying to opt for a healthier diet. Kraft Foods Inc., realizing the importance of consumer insights, took special care to observe what consumers were choosing to eat in these troubled times.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Consumer behavior, consumer insights, marketing, advertising, price-conscious consumers, purchase behavior, cost-cutting, sales promotion, campaigns, budget-conscious families, economy, Kraft Foods Inc., Kraft, ACNielsen