EVALUATION OF CONSUMER BEHAVIOUR ON THE FOOD SUPLEMENTS MARKET
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The popularity of food supplements has considerably increased over the past years. People are gradually getting used to the fact that it is important to invest money into their own health, helping themselves and preventing serious diseases. As a result of this trend, the number of food supplement manufacturers has also increased significantly. The presented text deals with identifying the specifics of consumer habits in purchasing food supplements. The food supplement market, or food supplement marketing, does not copy the current marketing trends. In the case of the food supplement market it is necessary to primarily take into account the characteristics of a target group, the vast majority still being people of retirement age. The aim of this text is to determine a marketing recommendation for food supplement manufacturers. To identify the specifics of consumer habits we will use primary data gained from a survey carried out on food supplement users.
Authors and Affiliations
Kamila Veselá, Miroslava Navrátilová, Markéta Beranová
Keywords
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