APPLIED MARKETING RESEARCH REGARDING THE PERCEPTIONS OF CUSTOMERS FROM TRANSYLVANIA TOWARDS MEAT PRODUCTS IN THE POST-PANDEMIC PERIOD

Abstract

The objective of the article is to highlight the necessity and vital importance of conducting applied marketing research in the field of food industry. Focusing on identifying the perceptions and behavior of target customers towards meat products, by revealing their thought processes and buying intentions. This data is essential for the meat processors and producers who faced a decline in demand during the pandemic period and are now faced with the need to adapt their marketing strategies. The survey was done on a swatch of 1000 subjects, all target customers from Transylvania, selected by a nonrandom method - accessibility. The instrument used was the questionnaire. The pretest phase was conducted on a sample of 50 respondents. After this stage, the final structure of the questionnaire was obtained. The questionnaire development was centered on the research objectives and hypotheses. The objective of the survey is to identify the customers knowledge and attitudes towards meat products.

Keywords

• marketing research, marketing strategies, meat products.