Abstract

The article is devoted to considering an issue in the Ukrainian market regarding healthy behavior, particularly in the field of consumption and research of trends in the development of the segment of healthy products. The article’s main purpose is to determine the predominant behavioral patterns of the population of Ukraine regarding the consumption of healthy foods. The study found a degree of consumer interest in healthy foods. The relationship between the level of happiness of the population and its activity to the consumption of products of the healthy food segment is modeled. The authors have identified the factors influencing the choice of products in the analyzed segment. The degree of consumer awareness of typical labels on products of a healthy segment is determined. According to the study results, recommendations are given on the expediency of using different information channels of interaction with consumers in the healthy food products market for forming inclusive marketing strategies. The methodological basis was a marketing study of Ukrainian citizens. Methods included online surveys in the form of questionnaires and offline surveys by respondents filling out printed questionnaires. The questions of the questionnaire were divided into blocks, which provided an opportunity to find out the respondents’ attitudes towards the following groups of questions: a) interest in products of the healthy segment and general behavioral patterns when choosing products in this category; b) consumer awareness of the main types of labeling on the packaging of healthy segment products; c) consumer awareness of existing healthy food products on the market and the peculiarities of the purchase of these goods by an individual; d) the degree of trust in marketing channels of informing about healthy food products among the population of Ukraine. The results of the study may be useful to manufacturers in the segments of healthy foods. The material presented in the article will be of interest to representatives of related fields of activity and specialists involved in developing and implementing promotion strategies in the segment of health products.

Keywords: health product consumption, food market, behavioral patterns, marketing channels, product labeling, marketing research, inclusive growth.

JEL Classification: D19, E20, M30.

Cite as: Letunovska, N., Yashkina, O., Saher, L., Alkhashrami, F. A., & Nikitin, Yu. (2021). Analysis of the model of consumer behavior in the healthy products segment as a perspective for the inclusive marketing development. Marketing and Management of Innovations, 4, 20-35. https://doi.org/10.21272/mmi.2021.4-02

This work is licensed under a Creative Commons Attribution 4.0 International License

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