engleski

Meditteranean food consumer

Consumers operate in a dynamic and constantly changing environment that dictates the constant re-evaluation of purchase intentions and decisions (Papafotikas et al., 2014). During the last few years there has been a significant increase in consumers’ concerns for own health when it comes to food products, resulting in increased demand for Mediterranean food products. Five important consumer trends and purchase drivers are identified: food safety and health benefits, corporate social responsibility, production systems and innovations, sustainability and food origin (Lappo et al., 2013). On the other hand, marketing success is based on knowing what the customers want and providing it. Successful food marketers focus on meeting the needs and desires of consumers (Senauer et al., 1991). Consumers’ knowledge and awareness about Mediterranean food benefits are crucial, since they guide them in making decisions regarding purchase of these products. The benefits of the Mediterranean diet are shown to have significant benefits on health and are easily implemented (Pool and Blades, 2013). The Mediterranean diet constitutes a centuries – old tradition that contributes to excellent health, provides a sense of pleasure and well-being, and forms a vital part of the world’s collective cultural heritage (Willet et al., 1995). Knowing that the brand name itself is one of the key factors in consumer purchasing decision, branding Mediterranean food turns into important tool and precondition in selecting Mediterranean food instead of processed goods. From the consumer’s point of view, a brand name has generally a strong influence on purchase and implies an advantage over other products. Food industry can consider the scientific and market research evidence about Mediterranean food, and, through innovation and new brand development, offer the possibility of products, which will promote choice and access to increasingly healthy foods.

consumers, food, mediterranean, health, diet

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