As there is a recent growth of vegetarian/ vegan trends which have had a large impact on food marketing in the UK, this research project was structured to find a new marketing opportunity for the traditional Japanese food product of Tofu.
The aim for this research to understand consumer behaviour and awareness of Japanese vegetarian products in order to create effective marketing message which will enable Japanese food retailers to better target student audiences in the UK.
The participants for the research project was selected from business students at the University of Chichester. Both survey and interviews were conducted to analyse specific numbers and gain deeper knowledge of consumer behavour.
This research mainly focussed on millennials psychological and personal factors which the literature review showed influence their purchase decisions, especially concerning health, environment, price, package design, trend and brand recognition. These were recognised as being consumer behaviour aspects important when influencing this target market through effective marketing strategies.
Furthermore, in order to classify the most appropriate marketing platform for millennials, the relation between technology resources and millennials was examined and an appropriate social media platform identified.