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Exploring customer preferences to drive successful food supplement placement in Croatia

Author

Listed:
  • Maja Martinoviæ

    (Zagreb School of Economics and Management, Zagreb, Croatia)

  • Ivana Èolak

    (Zagreb School of Economics and Management, Zagreb, Croatia)

  • Zoran Barac

    (Zagreb School of Economics and Management, Zagreb, Croatia)

Abstract

This study examines the preferences and influences on the decisions of Croatian customers when purchasing food supplements. A survey of 312 customers of food supplements in Croatia found that distribution channels and pharmacies significantly influence the purchasing process, attributed to the value added by pharmacists. The most important aspects that customers consider are the type and amount of active and auxiliary ingredients (excipients) of the product. Brand-conscious customers consider the manufacturer and the product’s country of origin important. The greatest influence is the recommendation of family members or friends. People prefer to choose a food supplement that offers value for money, but those without previous experience with the product are more price sensitive and buy on sales promotions such as discounts and packaging at a promotional price. Based on the results of this study, manufacturers and distributors of food supplements can create strategies in which, through co-creation with consumers, they achieve a competitive edge, encourage loyalty, and improve business results.

Suggested Citation

  • Maja Martinoviæ & Ivana Èolak & Zoran Barac, 2024. "Exploring customer preferences to drive successful food supplement placement in Croatia," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 42(1), pages 197-217.
    • Handle: RePEc:rfe:zbefri:v:42:y:2024:i:1:p:197-217
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    File URL: https://www.efri.uniri.hr/upload/zbornik%201-2024/05-Martinovi%C4%87_et_al-2024-1.pdf
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    References listed on IDEAS

    as
    1. Hugh Ferrier, 2001. "Successful switch strategies," Palgrave Macmillan Books, in: Tom Blackett & Rebecca Robins (ed.), Brand Medicine, chapter 0, pages 60-81, Palgrave Macmillan.
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      More about this item

      Keywords

      co-creation; consumer behavior; food supplements; marketing activities; OTC products;
      All these keywords.

      JEL classification:

      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
      • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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