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

Authors

  • Maja Martinovic
  • Jelena Domovic
  • Valentina Piric

DOI:

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

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.

References

Chaffey, D., Ellis-Chadwick, F., Mayer, R., Johnston, K., (2009.): Internet Marketing: Strategy, Implementation

and Practice. 4th Edition. Prentice Hall. (http://books.mec.biz/tmp/books/5G7BGE3Z6KNWFOHBFCWN.pdf )

Gay, R., Charlesworth, A., Esen, R., (2007.): Online marketing. A customer – led approach, Oxford.

Krešić, G., (2012.): Trendovi u prehrani, University in Rijeka, Opatija.

Škare V., (2004.) Internetski marketing, chapter 19 in, Previšić, J., Ozretić Došen, Đ. (ed.): Marketing,

Adverta, Zagreb.

Bright Local, Local Consumer Review Survey, https://www.brightlocal.com/learn/local-consumer-review-

survey-2014/, 2014.

Consumer Barometer: https://www.consumerbarometer.com/en/stories/millennials,

https://www.consumerbarometer.com, accessed on 20.6.2017.

Consumer Barometer, The Millennials, Mobile is their go-to device, 2017,

https://www.consumerbarometer.com/en/stories/millennials, accessed on 20.2.2018.

The Consumer Barometer Survey

/15 https://www.consumerbarometer.com/en/insights/?countryCode=UK, 2017.

De Irala-Estevez, J., Groth, M., Johansson, L., Oltersdorf, U., Prattala, R., Martinez-Gonzale, M. A., (2000.) -

A systematic review of socioeconomic differences in food habits in Europe: consumption of fruit and vegetables.

European Journal of Clinic Nutrition, 54, 706-714 http://www.nature.com/ejcn/journal/v54/n9/pdf/1601080a.pdf,

accessed on 10.6.2017.

Euromonitor International: http://www.euromonitor.com/, accessed on 15.6.2017.

Gfk: http://connected-consumer.gfk.com/ accessed on 15.6.2017.

International Food Information Council Foundation, 2016 Food and Health Survey,

http://www.foodinsight.org/articles/2016-food-and-health-survey-food-decision-2016-impact-growing-national-food-

dialogue, accessed on 20.6.2017.

Netokracija, Masterindex Hrvatska 2017, http://www.netokracija.com/masterindex-istrazivanje-2017-142371,

accessed on 21.5.2018.

Simon Kemp, (2018.) Digital in 2018: World's Internet users pass the 4 billion mark, We are social, Special

report, https://wearesocial.com/blog/2018/01/global-digital-report-2018, accessed on 2.2.2018.

The Center for client retention, 2017 Retail Trends, http://tcfcr.com/2017-retail-trends/, 2016.

Who are Croatian Facebook users?, https://www.arbona.hr/blog/internet-ili-internetski-marketing/infografika-

tko-su-hrvatski-facebook-korisnici/453, 23.11.2016, accessed on 15.2.2018.

Downloads

Issue

Section

Мистецтвознавство