Research evidence on health determinants has led to development of a national programme for noncommunicable disease (NCD) prevention. Numerous studies have confirmed the role of nutrition and physical activity in preventing main NCDs: cardiovascular disease, type 2 diabetes, cancer and chronic respiratory disease. The aim of the study was to analyse and evaluate the results obtained from the new “cross-sectional” study in 2012 offer monitoring of eating habits and physical activity levels monitoring related to socioeconomic status of the participants in 2012. The study was conducted in five regions of the Republic of Macedonia and included 1600 respondents aged 10 to 64 years. Monitoring was conducted using self-designed questionnaire. Eating habits were surveyed using questionnaires to monitor the frequency of consumption of main food groups during a week. Leisure time physical activity was a priority measure in the study. Also, in the study a model was applied for strategic planning in NCD prevention, based on the results of the health behaviour survey. The model was analysed using a software package. The results indicate that NCDs prevention through improving physical activity levels and changes in eating habits should be focused on changes in food content including availability of whole grain bread, guidelines and policy on food labelling and health claims, marketing and city planning that facilitates an active life.
The reasons that determine the behavior of food product consumers, but also of people in general, is one of the most complex issues in the marketing of companies and require extensive research, and the reason for this is the individuality and complexity of human. Knowing all the influencing factors grouped into determinants and discovering the correlations between them will lead to a wealth of information on the impacts and consumer behavior. Social platforms (networks) on the internet are very popular today, and information on nutrition, diet, gastronomy and eating habits is published on a daily basis. In recent years there has been a growing interest in food, nutrition and diets on social media (Livestiling, Facebook, Instagram, etc.), with gastro-blogs and influencers as channels used in marketing and influencing consumer behavior. The subject of the research in this paper is the theoretical development of a new methodology of the so-called “nutrition marketing”, based on several principles (3P), focused on the importance of nutritional determinants, determinants of food quality and safety, as well as other important determinants that influence consumer behavior. Emphasizing these determinants and the benefits for people's health and well-being are part of the principles of Nutritional Marketing. As one of the concepts of Nutritional Marketing, a survey is included in the research for this paper on the impact of social platforms as a marketing tool on consumer behavior by detecting an impact determinant called social media. The analysis of the survey is supported by the creation of several statistical models, including a correlation analysis model and a model for distribution of patterns. The principles of nutrition marketing and the developed methodology will enable companies to create a successful food marketing strategy. The benefitс can be trifold: it will benefit companies insuring their higher profits, will benefit citizens by increasing their consumption of healthy, quality and safe food products, and ultimately, will benefit the country.
The success of the operations of the companies that work with food products depends a lot on having information about the consumer purchasing decisions, and based on that, inclusion of marketing strategies that will ensure their success. Business models of consumer behavior can answer these important questions. The inclusion of nutritional determinants in these models is significant, and the model will provide answers to the extent of its impact on consumer behavior. Scope of the study within this paper is an applied original modeling concept for creating business models of consumer behavior when buying food products, where special emphasis is given to the nutritional properties of food products, i.e. in addition to other known determinants, the model includes a new determinant called nutritional. The model is built on several principles using modern information technologies, and one of the important principles is to provide greater clarity for a full understanding of the process involved in the model with integrated self-explanatory functionality. The model was partially implemented with data obtained from several surveys conducted in our research, and as outputs of the model, a set of customer responses were obtained.
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