engleski

Relationship between socio-economic status and marketing mix perception on the food products purchase

The use of marketing concepts and methods can play an important role in increasing sales and securing greater market share. The aim of this paper is to determine the perceived impact of marketing mix (product, price, distribution and promotion according to Kotler, Wong, Saunders & Armstrong, 2006) on the decision to purchase different food products categories as well as to examine the perceived participant awareness about organic food products. The authors constructed a survey questionnaire with 23 particles for the research. Authors collected data from the period from 1 to 30 June, 2021. The sample is commemorative, and researches carried the sampling out with a snowball by publishing invitations to participate. The participation for the questionnaire completed 210 respondents, voluntary and anonymous, (85.2% women and 14.8% men) with an average age of 36.6 years. Research has shown that participants attach varying degrees of importance to the marketing mix components in the context of their influence on the decision to purchase different food products by attaching the greatest importance to the product itself and the least to product promotion. Regardless, the authors found no further differences with regard to the perceived degree of importance of the marketing mix components depending on the food products category, except in the case of cereal products, and in the way that the product is less important to participants when buying cereals than in other food products categories. On average, survey participants consider that they have a medium level knowledge of eco-certificates/food quality standards and a slightly higher than average level of habitual informing themselves about food, and at the time of purchase, higher than average level of awareness/information about organic food. The survey participants consider the quality standard to be a benefit in the food products category, but the connection has not established between information and attitudes about the environmental standard by assessing the importance of the components in the marketing mix.

purchase decision, food product, eco product, 4P

nije evidentirano