Today, both facts and figures show that people need healthy eating more than ever before. Therefore; in today's business, the concept of health-oriented marketing strategies is considered a smart emerging idea for firms to achieve very high business performance through adopting such strategies to target the needs of the customers. This tentative critical and analytical study aims to examine the use of health-oriented marketing strategies in today's food retailing. In fact, it critically evaluates the efficiency of such strategies both in relation to successful business performance achievement and customer loyalty. Taking the UK's largest food retailer, Tesco, as a case study; analysis has been undertaken in the light of a variety of Consumer Buying Process Models and various Customer Buying Behaviour Models so that to better understand this concept.

Autorentext

Graduated from the University of Wales, Cardiff Institute with a MBA in International Business, holds a Postgraduate Diploma in Translation and Interpreting and a Bachelor of Arts in English Literature from the university of Sidi Mohammed Ben Abdellah in Fes, Morocco. Is currently a Researcher in Humanities and Business Studies.