Bìznes Inform (Nov 2021)
Marketing Pretesting of the Introduction to the Market of an Innovative Anti-Anemic Food Product
Abstract
The article analyzes, systematizes and generalizes scientific works of scholars; the problems related to the study of the theoretical, methodological and applied aspects of innovation marketing are considered. The article is aimed at studying the current state of the regional market of biscuit semi-finished products and determine the market prospects for a new innovative anti-anemic food product. It is substantiated that in the context of the global COVID-19 pandemic, the issue of healthy and health-improving eating as a means of maintaining immunity and enhancing the capabilities of the human body to resist coronavirus becomes urgent. The presence of chronic illnesses can significantly reduce human immunity and, as a result, increases the possibility for a new disease. The main directions of implementation of health nutrition are presented. To achieve the set aim, the authors’ our own research is carried out using testing and survey methods. To study the market of potential consumers, a questionnaire is developed, which consisted of 13 interrelated questions comprised in a logical sequence. The sample consists of 300 respondents. Consumer attitude to the food group – biscuit semi-finished products with the addition of heme iron dietary supplement – and prospects for perception of its new variety are identified. According to the results of the research, the most significant indicators of product quality are allocated. Certain trends in the market of biscuit semi-finished products are identified. A complex of actions with marketing strategic orientation is proposed to increase the market perspective of a new innovative food product. Recommendations for introducing these products to the regional market are developed, its market and consumer relevance during the COVID-19 pandemic are substantiated.
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