eting management to identify the position of its brand in the market and as the strategic implications of this applies to every aspect of the marketing strategy.Companies selling low-involvement, habitual products such as health supplements must ensure that their products are distributed extensively. This is because the health supplements industry produces high turnover and low margin products. Widespread distribution is important as consumers seeing the products often will help remind them to buy, and it also keeping with the fact that the most consumers purchase the health supplements from a particular store because of the stores convenience. Many health supplements companies have been successful in their distribution of their products. Healtheries has climbed to number on in personal products in the supermarkets, this success is attributed to the channel switching from chemists and health food shops to super market chains. (Marketing, 1999, p.23).Concerning health supplements purchases, sales persons expertise in health supplements is essential. The retailers will need to train their sales people to have adequate knowledge about the products they are selling. Many consumers buy from stores like pharmacies and health food stores because they need to seek more information about the health supplements products; therefore, it is important that the retailers can provide information for their customers.The nature of advertising and promotion also differs according to the involvement level of the purchase. In low-involvement decision process, consumers engage in very little external search before they make a purchase. Therefore it is crucial that consumers immediately think of the companys brand when they recognise a problem. To create such brand awareness, the company needs to do mass advertising so that its brand is quickly recalled from consumers long-term memory. In contrast, market characterized by complex decision making suc...
