engleski

Marketing mix in the example of healthy food consumers

Contemporary trends show that a "healthy lifestyle" is being promoted more and more and that more and more people care about the quality of life. Such a lifestyle, among other things, includes quality eating habits, in terms of healthy food. Healthy food has many benefits that positively affect the quality of life, which is why people are increasingly paying attention to what they eat. The detected problem investigated in this paper is the diversity and specificity of healthy food consumers. Every consumer has their own lifestyle that can be manifested by buying specific food products, and effective marketing allows consumers to find products that will meet their needs. Lifestyle influences the needs, desires and habits in buying products and services, as well as consumer behaviour. Food must meet certain criteria in order to be considered healthy. The specific goal of the paper is to present the elements of the marketing mix on the example of healthy food consumers. The paper defines and analyzes healthy food through four elements of the marketing mix, which includes product, price, promotion and distribution, compared to conventional food. There are many ways manufacturers can sell their products, and it can be said that elements of the marketing mix provide effective benefits for successful sales.

healthy food, marketing mix, healthy lifestyle

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