Naslov
POSITIONING OF HEALTHY PRODUCTS IN SUPERMARKET CHAINS: CASE OF DALMATIA

Autori
Perkušić Malkoč, Danijela ; Bašić Roguljić, Sanja ; Mardešić, Julija

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
TRADE PERSPECTIVES 2022: Commodity prices and the global economy / The papers are printed on the basis of manuscripts provided by the authors, who are responsible for the style and form of the English language. - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu ; Hrvatska gospodarska komora (HGK), 2022, 178-187

ISBN
978-953-346-194-6

Skup
Trade Perspectives 2022: Commodity prices and the global economy = Perspektive trgovine 2022: Međovisnost cijena roba i globalne ekonomije

Mjesto i datum
Zagreb, Hrvatska, 24.11.2022. - 25.11.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Healthy products, Supermarket chains, Trends, Healthy product’s department

Sažetak
Growing demand for healthy products has led stores to adapt and expand their product range. However, due to high demand and different segments of the target audience, a problem emerged with how to properly position these products in the store. The main goal of this paper was to provide insights into global trends in the segment of healthy products within global retail chains and the way in which they position such products. Also, the situation in retail chains in Croatia, specifically Dalmatia, and their supply of healthy products was analyzed from the customer’s perspective. A focus group of foreign students was conducted as part of qualitative research in order to compare positioning of healthy food products in their countries to the ones in Croatia. Quantitative research with the help of an online questionnaire was conducted on a sample of 185 consumers concerning their habits when buying healthy products. The results imply that the assortment of healthy products in observed supermarket chains could be improved especially in the segment of gluten-free, vegan, pre-prepared protein meals and fresh organic products. More attention should be placed at positioning healthy products in the store so that they are easier to access. Respondents are willing to pay more for organic products, but not too much more, as they consider them too expensive for the average consumer.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

POVEZANOST RADA