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Chapter 2: The Consumer

E-ACTIVITY: CHANGES IN CONSUMER DEMAND
(p. 40)

Activity: Determine Consumer Demand

How can marketers determine if there is a need for their product? How do changes in consumer demand affect the market for that product? As marketers, you need to find out if consumers want your product, and you must monitor changes in consumer demand.

In this activity you will examine the Canadian per capita consumption (how much the average consumer uses) of food in the major food groups. Then, you will role play a marketer for a major company in the food industry and make a recommendation about which new product should be added to your product selection.

  1. View the "Per capita consumption of major food groups" section of the Statistics Canada Web site. Click on the link to each of the major food groups.
  2. Complete the charts below for each of the food groups on the Statistics Canada Web site. Click here to download the organizer.

PER CAPITA CONSUMPTION IN MAJOR FOOD GROUPS ORGANIZER

Per Capita Consumption of Beverages 1997-2000 (in litres)

Beverage
1997
2000
Total Beverages    
Soft Drinks    
Coffee    
Tea    
Bottled Water    
Juice, fruit    
Juice, vegetable    

 

Per Capita Consumption of Animal Products 1997-2000 (in kilograms or litres)

Animal Product
1997
2000
Fluid Milk    
Red Meat    
Poultry    
Fish    

 

Per Capita Consumption of Vegetables 1997-2000 (in kilograms)

Vegetables
1997
2000
Total Vegetables    
Fresh Vegetables    
Canned Vegetables    
Frozen Vegetables    

 

Per Capita Consumption of Fruit 1997-2000 (in kilograms)

Fruit
1997
2000
Total Fruit    
Fresh Fruit    
Canned Fruit    
Frozen Fruit    

 

  1. Examine the charts you have created for each major food group. Make note of changes that you think might be of interest to a marketer working in the relevant food industry.

  2. Assume that you are the marketer for a business that produces food in one of these markets. Your company wants to add a new line to your present selection. From the information you have researched on the "Per Capita Consumption of Major Food Groups," recommend which product could be added and give three reasons for your recommendation.