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Marketing attitudes towards the functional food and implications for market segmentation

Author

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  • E. Horská

    (Slovak University of Agriculture, Nitra, Slovak Republic)

  • K. Sparke

    (Slovak University of Agriculture, Nitra, Slovak Republic)

Abstract

The main purpose of this paper is to investigate the opportunities for further expansion in the segment of the functional food as highly innovative products based on market segmentation done from the consumer perspective. The survey analysed consumers and their relationship to Functional Food. The relationship between nutrition and health was evaluated as well as their trust towards some actors in the field of food, e.g. producers and retailers and their promotion claims on the one side and medical doctors and nutritional consultants and their advices on the other side. Germany, Poland, Spain and England were the analyzed countries of this survey. About 600 consumers have been interviewed. Afterwards they were grouped into five segments of buyers and three groups of non-buyers of Functional Food.

Suggested Citation

  • E. Horská & K. Sparke, 2007. "Marketing attitudes towards the functional food and implications for market segmentation," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 53(8), pages 349-353.
    • Handle: RePEc:caa:jnlage:v:53:y:2007:i:8:id:1148-agricecon
    DOI: 10.17221/1148-AGRICECON
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    References listed on IDEAS

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    1. A. Kretter & I. Ubrežiová, 2006. "Factors of successfulness of organic markets," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 52(8), pages 358-360.
    2. A. Gracia & L.M. Albisu, 2001. "Food consumption in the European Union: Main determinants and country differences," Agribusiness, John Wiley & Sons, Ltd., vol. 17(4), pages 469-488.
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    Cited by:

    1. J. Stávková & L. Stejskal & Z. Toufarová, 2008. "Factors influencing consumer behaviour," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 54(6), pages 276-284.
    2. Zuzana LUŠŇÁKOVÁ & Mária ŠAJBIDOROVÁ & Jarmila HORVÁTHOVÁ & Jozef LUŠŇÁK, 2010. "Consumer attitudes to the temperate zone fruit and its consumption in the Slovak Republic: Case study from the Nitra region," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 56(10), pages 470-477.
    3. Ľubica Kubicová & Zdenka Kádeková & Natália Turčeková & Peter Bielik, 2019. "Consumption of food in relation to income and saturation limit of Slovak households," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 65(12), pages 560-568.

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