DOI: https://doi.org/10.32461/2226-3209.1.2018.178802

PERCEPTION OF HEALTH PRODUCTS AND TRENDS IN ONLINE SHOPPING AND PROMOTION OF HEALTH PRODUCTS IN CROATIA

Maja Martinovic, Jelena Domovic, Valentina Piric

Abstract


Abstract. The research deals with the perception of health products and the trends of online shopping and
promotion of health products in Croatia. Apart from the surveyed market segments, the consumer behaviour patterns and the sales and online marketing promotions, a primary survey was conducted on a sample of 155 respondents, all Croatian citizens. The data shows that the level of awareness on purchasing health products is growing exponentially. In addition, health products are also expensive products. Along with the information at the point of sale, online promotional activities are the strongest channel in communicating such products. The buyers also place significant value on user reviews, and the collection of information on health products online is also increasing.
Keywords: Online selling, online promotion, new trends, health products, consumer perception.


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