Nutritive Marketing with a Special Review on Honey

Martinovski, Sasko and Gulevska, Fani (2017) Nutritive Marketing with a Special Review on Honey. International Journal of Business and Management Invention, 6 (7). 05-11. ISSN ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X

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Nowadays, many marketing strategies are applied as support for the big companies in researching
consumers’ behaviour when buying alimentary products. The working success of these companies depends
much on having information about the consumers’ buying decisions via discovering buyers patterns of best
buyers and predicting their behavior. Research on how much do nutritive qualities affect the buying behavior of
alimentary products, is showing an upward movement, and, therefore, there is a greater need to include a
nutritional determinant. The research subject of this paper is the theoretical development of a new methodology
in the area of marketing, aiming toward the significance of a nutritional determinant in alimentary products, the
consumers’ behavior in the part of the influence of the nutritive qualities, and toward using concepts for
emphasizing the nutritive qualities and components which affect people’s health and wellbeing. This
methodology is causing a new concept of marketing called Nutritive marketing which includes a couple of
principles (3N). The research is justified with implementing the principles of nutritive marketing of honey as a
product with high nutritive value. One of the principals of nutritive marketing is the way of determining the
degree of influence the nutritional determinant has on consumers’ behavior. A partial implementation of the
nutritional marketing on honey has been shown. For that purpose, a survey has been carried out on honey
consumers in the Republic of Macedonia. Additionally, progressive analysis has been done to the data from the
survey. The analysis has been justified with creating many statistical models, part of which are the model for
correlational analysis and the model for patterns distribution. The new concept called Nutritive marketing will
give information about how much is the consumer informed about the nutritive qualities of alimentary products,
about their quality in the process of buying, about declaration of alimentary products, the product’s quality and
its importance in the diet. Also, the principles of nutritive marketing and the developed methodology will enable
companies to create a successful marketing strategy for alimentary products. The benefit could be triple:
benefit for companies by bigger profit, benefit for citizens by consuming healthy and safe alimentary products,
and, finally, benefit for the country.

Keywords: Nutrition marketing, Nutritionism, nutritional properties, consumers’ behavior, honey, 3N

Item Type: Article
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Scientific Fields (Frascati) > Natural sciences > Other natural sciences
Divisions: Faculty of Technology and Technical Sciences
Depositing User: Mr Jordan Martinovski
Date Deposited: 05 Oct 2017 08:59
Last Modified: 06 Feb 2019 14:55

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