CONSUMER BEHAVIOUR BY THE PURCHASE OF HEALTHY NUTRITION PRODUCTS

Year 2009, Volume: 6 Issue: 1, 49 - 60, 01.06.2009

Janka Petrovıčová

Abstract

The main aim of my article is to present chosen results of the research concerned on consumer behaviour and factors infuencing consumer by his decision about the purchase and consumption of healthy products. Nowadays there exists an ongoing trend of the healthy lifestyle and healthy nutrition within which some groups of consumers have a tendency to substitute „traditional“ products by „healthy“ products. In our research we were interested in attitudes and opinions of costumers on soya products (as one of the representing groups of healthy nutrition products) and associations connected with “soya“terms. The main aim was to reveal negative attitudes of respondents, frequency of consumption, reasons of nonconsumption of soya products and typical targets groups interested in and consuming these products

Keywords

Consumer behaviour, healthy nutrition, soya products, factors, marketing, market research

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