Marketing research of expectations of target audience of consumers of products with functional orientation

Authors

DOI:

https://doi.org/10.15587/1729-4061.2015.51073

Keywords:

products with functional orientation, static and physical activity, organoleptic properties

Abstract

Market expectations of the target audience of consumers who are regularly exposed to high static and physical activity were investigated.

In modern economic relations, the need for new approaches to ensuring the competitiveness of goods is fundamental to success in the market. One of the main conditions for the product success on the market is to study the specific needs, expectations and preferences of the target consumer segment, aimed at the maximum satisfaction of their interests. Marketing research plays a paramount role in the development and subsequent introduction of new products.

The research results point to a wide range of consumers with positive attitudes to products with functional orientation, particularly sweets for preventing diseases of the musculoskeletal system.

The results of focus-group interviews and their detailed analysis were taken as a basis for developing new products of functional purpose, including sweets for persons with prolonged static and physical activity and is the basis for ensuring their competitiveness in the consumer market.

Author Biographies

Андрій Олегович Нездолій, Kyiv national university of trade and economics 19 Kioto str., Kyiv, Ukraine, 02156

Postrgaduate student

Department of commodity science and food staff expertise

Дмитро Петрович Антюшко, Kyiv national university of trade and economics 19 Kioto str., Kyiv, Ukraine, 02156

PhD, Senior lecturer

Department of commodity science and food staff expertise

References

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Published

2015-10-15

How to Cite

Нездолій, А. О., & Антюшко, Д. П. (2015). Marketing research of expectations of target audience of consumers of products with functional orientation. Eastern-European Journal of Enterprise Technologies, 5(11(77), 26–30. https://doi.org/10.15587/1729-4061.2015.51073

Issue

Vol. 5 No. 11(77) (2015): Technology and Equipment of Food Production

Section

Technology and Equipment of Food Production

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Copyright (c) 2015 Андрій Олегович Нездолій, Дмитро Петрович Антюшко

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