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Consumer perceptions and consumer profile regarding functional food
Percepcije i profil potrošača funkcionalne hrane
Prodanović, Radivoj
Lazović, Katarina
Sažetak: Funkcionalna hrana sadrži sastojke koji utiču na popravljanje opšteg zdravstvenog stanja, bilo da su preventiva nastanku bolesti ili imaju terapeutski karakter. Cilj rada je da se kreira profil potrošača funkcionalne hrane, odnosno da se obuhvate najvažniji faktori koji motivišu potrošače na donošenje odluke o kupovini. Smisao definisanja profila potrošača funkcionalne hrane je da posluži prilikom koncipiranja odgovarajuće marketing strategije. Od metoda koji se primenjuju ključni su anketni upitnik i intervju, a koriste se i druge standardne metode. Potrošači postaju svesni da hrana i ishrana imaju presudan uticaj na očuvanje zdravlja, te shodno tome sve više se interesuju za hranu koja može obezbediti bolju zdravstvenu kondiciju, menjaju svoje navike i polako prihvataju funkcionalnu hranu. Posebno dobro reaguju na naučne dokaze da takva hrana ima pozitivan uticaj na zdravlje. Funkcionalnu hranu najviše kupuju visokoobrazovane zaposlene žene koje imaju malu decu, sa mestom stanovanja u gradu. Što se tiče životne dobi kupci su kako mlađe žene, tako i starije osobe bez obzira na pol. Ispitanici sa višim nivoom prihoda, visokom stručnom spremom, kao i oni koji su svesni uticaja ishrane na zdravlje spremniji su da plate više za funkcionalnu hranu. Nizak dohodak, visoka cena, nepoverenje u autentičnost najvažniji su razlozi zbog kojih se ne odlučuju na kupovinu.
Abstract: Functional foods contain ingredients that influence the improvement of general health condition, whether in terms of preventing illnesses or having therapeutic effects. The aim of this paper was to create a profile of consumers of functional foods, or to cover the most important factors that motivate consumers when making purchasing decisions. The point of identifying the profile of consumers of functional foods is to use it when conceptualizing the most appropriate marketing strategy. The key methods used for that were a questionnaire and an interview, accompanied by other standard methods. Consumers are increasingly becoming aware that food and nutrition have a crucial impact on health, and therefore seem to be more interested in foods that can provide a better defense of the overall health condition. Eventually, consumers are ready to change their habits and gradually accept functional foods. Consumers show particularly good reactions when they are given scientific evidence that such foods have a positive impact on health. Functional food is mostly bought by highly educated and employed women who have small children and live in the city. As far as age is concerned, customers are younger women, and elderly people regardless of sex. Respondents with higher income, university education, as well as those who are aware of the impact of diet on health are more willing to pay more for functional foods. Low income, high price and lack of confidence in the authenticity of certain food are the most important reasons why people are not ready to buy something.
srpski
2015
Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY 4.0 - Creative Commons Autorstvo 4.0 International License.
http://creativecommons.org/licenses/by/4.0/legalcode
Ključne reči: funkcionalna hrana; tržište; percepcije; profil potrošača
Key words: functional food / market / perceptions / consumer profile
10.5937/etp1504065P