Pregled bibliografske jedinice broj: 1149558
Marketing miks na primjeru potrošača zdrave hrane
Marketing miks na primjeru potrošača zdrave hrane // Mediterranean impressions, concepts, stories Book 3
Zagreb, 2020. str. 593-604 (predavanje, međunarodna recenzija, sažetak, ostalo)
CROSBI ID: 1149558 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Marketing miks na primjeru potrošača zdrave hrane
(Marketing mix in the example of healthy food
consumers)
Autori
Sivrić, Hrvoje ; Blažević, Ivona ; Dautović, Helena
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, ostalo
Izvornik
Mediterranean impressions, concepts, stories Book 3
/ - Zagreb, 2020, 593-604
ISBN
978-953-7964-96-2
Skup
Mediterranean Islands Conference MIC - Vis, 2020
Mjesto i datum
Vis, Hrvatska, 16.09.2020. - 19.09.2020
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
zdrava hrana, marketing miks, zdrav način života
(healthy food, marketing mix, healthy lifestyle)
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
