Acceptance of food with "health claims" in Serbia: Consumers’ profile research and recommendations for promotion

Abstract

The usage of marketing concept by companies enables them, among other contributions, to reduce costs by obtaining and keeping loyal consumers of their products. The implementation of that concept involves strategic issues (also related to consumers’ profile research) and tactical considerations (referring to marketing mix, including promotion). Market of food with "health claims" whose development is impressive in different parts of the world, started to develop in Serbia, as well. However, the researches dealing with current level and especially ways to increase further consumers’ acceptance of this food are rather scarce in domestic conditions. This paper describes the research conducted in Serbia in May, 2013, in which 330 respondents’ acceptance of food with "health claims" (presented by low-fat food, low-sugar food, food enriched with vitamins and minerals, as well as probiotics) was quantified and profiles of low- and high-frequent consumers were described in context of their socio-demographic characteristics. Starting from the results of conducted marketing research, recommendations for promotion in function of increasing this food acceptance and obtaining loyal consumers (thus reducing suppliers’ costs) were considered.