NUTRITIONAL MARKETING AND CONSUMER BEHAVIOR

Martinovski, Sasko and Kalevska, Tatjana and Pavlova, Valentina and Nikolovska-Nedelkoska, Daniela (2022) NUTRITIONAL MARKETING AND CONSUMER BEHAVIOR. ICAPP. (In Press)

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Abstract

Detecting the behavior of consumers of food products, but also the behavior of people in general is one of the most complex issues in the marketing of companies and therefore requires extensive research. This is so because of the individuality and complexity of people. Knowing all the impact factors grouped into determinants and discovering the links between them will lead to obtaining a wealth of information on the impacts and behaviors of food consumers.The research subject of this paper is the theoretical development of a new methodology of the so-called Nutrition marketing based on several principles (5N), aimed at the importance of nutritional determinants, but also other important determinants that influence consumer behavior when choosing food products.Including and highlighting the nutritional properties and quality and safety of food products as benefits to human health and well-being are part of the principles of Nutrition Marketing. As one of the concepts of Nutritional marketing, a survey was conducted in R.N. Macedonia on the impact of nutritional determinants on consumers. The analysis of the survey was done by creating multiple models.In the paper, the results of statistical methods for associativity and clustering model are presented. The principles of nutrition marketing and the developed methodology will enable companies to create a successful marketing strategy for food products. The benefit can be threefold: a benefit for companies through greater profits, a benefit for citizens through the consumption of healthy, quality and safe food products, and finally, a benefit for the state.

Keywords: Nutrition Marketing, Food, Nutrition Determinant, Consumer Behavior, Nutritional Quality

Item Type: Article
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Technology and Technical Sciences
Depositing User: Mr Jordan Martinovski
Date Deposited: 09 Feb 2023 13:48
Last Modified: 03 Apr 2023 12:44
URI: https://eprints.uklo.edu.mk/id/eprint/7674

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