NUTRITIVE MARKETING WITH SPECIAL DESCRIPTION OF SOCIAL NETWORKS AS A MARKETING TOOL

Autor: Aleksandra Naseska Ilijoska, Daniela Nikolovska Nedelkoska, Tatjana Kalevska, Sasko Martinovski
Rok vydání: 2019
Zdroj: Knowledge International Journal. 34:175-179
ISSN: 1857-923X
2545-4439
DOI: 10.35120/kij34010175m
Popis: The reasons that determine the behavior of food product consumers, but also of people in general, is one of the most complex issues in the marketing of companies and require extensive research, and the reason for this is the individuality and complexity of human. Knowing all the influencing factors grouped into determinants and discovering the correlations between them will lead to a wealth of information on the impacts and consumer behavior. Social platforms (networks) on the internet are very popular today, and information on nutrition, diet, gastronomy and eating habits is published on a daily basis. In recent years there has been a growing interest in food, nutrition and diets on social media (Livestiling, Facebook, Instagram, etc.), with gastro-blogs and influencers as channels used in marketing and influencing consumer behavior. The subject of the research in this paper is the theoretical development of a new methodology of the so-called “nutrition marketing”, based on several principles (3P), focused on the importance of nutritional determinants, determinants of food quality and safety, as well as other important determinants that influence consumer behavior. Emphasizing these determinants and the benefits for people's health and well-being are part of the principles of Nutritional Marketing. As one of the concepts of Nutritional Marketing, a survey is included in the research for this paper on the impact of social platforms as a marketing tool on consumer behavior by detecting an impact determinant called social media. The analysis of the survey is supported by the creation of several statistical models, including a correlation analysis model and a model for distribution of patterns. The principles of nutrition marketing and the developed methodology will enable companies to create a successful food marketing strategy. The benefitс can be trifold: it will benefit companies insuring their higher profits, will benefit citizens by increasing their consumption of healthy, quality and safe food products, and ultimately, will benefit the country.
Databáze: OpenAIRE
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