Marketing mix of functional products

Abstract

Marketing mix funkcionalnih proizvoda poĉeo se obraĊivati tako da se prvo objasnio pojam marketinga. Marketing se moţe definirati kao znanstvena disciplina ĉiji je cilj prodaja proizvoda, zadovoljenje potreba i ţelja potrošaĉa te ostvarenje profita, što postiţe povezivanjem proizvoĊaĉa i potrošaĉa. Drugim rijeĉima, putem marketinga proizvoĊaĉi komuniciraju s ciljanom skupinom potrošaĉa. Funkcionalni proizvodi sadrţe razliĉite antioksidanse, minerale, vitamine, masne kiseline itd. te poboljšavaju zdravlje njihovih potrošaĉa. U radu se detaljno analizirao marketing mix funkcionalnih proizvoda koji obuhvaća proizvod, cijenu, promociju, distribuciju, ljude, proizvodni proces i fiziĉke dokaze. Kako bi se uvidjelo koliko potrošaĉi konzumiraju i kupuju funkcionalne proizvode napravilo se i anketno istraţivanje i to na uzorku od 114 ispitanika. Anketa se provela na podruĉju Osjeĉko-baranjske ţupanije, ona je u potpunosti anonimna, a u njoj su sudjelovali i muškarci i ţene.Marketing mix of functional products began to be processed by explaining the concept of marketing. Marketing can be defined as a scientific discipline whose goal is to sell products, meeting the consumers needs and desires and making a profit, which can be achieved communication between producers and consumers. In other words, through marketing, manufacturers communicate with a targeted group of consumers. Functional products contain a variety of antioxidants, minerals, vitamins, fatty acids, etc., and improve the health of their consumers. This thesis analyzed in detail the marketing mix of functional products that includes product, price, promotion, distribution, human resources, manufacturing process and physical evidence. To determine how consumers consume and buy functional products the author made the survey on the sample of 114 respondents. The survey was conducted in Osijek-Baranja County, it is completely anonymous, and it was attended by both, men and women