engleski

Eating habits of young people as the basis for new product development

Market-oriented companies that operate in a highly competitive environment pay particular attention to adjusting their offer to the needs and wants of the selected market segment. At the same time, these needs, wants, and expectations of the targeted segment change along with the changes in living conditions, life styles, and gained experiences. For these reasons, in order to survive, maintain and/or improve their market position in relation to competitors, companies continually strive to introduce to the market new, innovative, or at least modified products. Companies in the food industry are devoting more and more time and attention to studying the needs and desires of existing and potential consumers and involving them in the process of new product development. For the purposes of this paper eating habits of young people were explored. The study was conducted on a sample in the age group from 15 to 30 years. A quantitative survey on a sample of 200 participants aged from 15 to 26 was done by a questionnaire. Qualitative research was conducted in three focus groups with respondents aged between the ages of 18 and 30. Research results have indicated the existing habits of young people when using food products as well as their experience in the preparation and consumption of food. As a result of this research, new ideas and suggestions for development of food products were collected ; this was also one of the goals of this study.

food companies, new product development, market research, consumer habits, consumer experience

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