Rich's Products and Healthy Eating Consumers: Corporate Ethnographic Techniques

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Abstract

Rich's Products, a food producer with global reach, is interested in learning about consumers who focus on healthy eating choices. A multi-billion dollar company, Rich's Products places importance on being aware of consumers’ needs and habits, as well as being able to deliver food products to consumers through distributors. Accordingly, the company commissioned a market research project, in the form of corporate ethnography, to investigate the growing trend of health-conscious eating. The company's research method and findings are presented for analysis and readers are tasked with assessing how Rich's Products can strategically use the data on different consumer segments.

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