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MARKETING DIRECTION OF FOOD INDUSTRIES ACCORDING TO CONSUMERS OF THE DIGITAL AGE - MILLENNIALS GENERATION
Silvija Podoreški
; Podravka d.d., Koprivnica, Croatia
Damir Dobrinić
orcid.org/0000-0002-8489-2688
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Sažetak
Food industry faces the need to become more agile, more prepared and more flexible because of extremely fast changes in world trends. In order to excel in what they do, marketing experts explore, analyze behavior, preferences, and consumer needs in order to understand how they think and act (they discover their thoughts, ideas, and experiences) and to offer values adjusted to the target consumer group on the basis of results. The results of numerous surveys indicate that the generation of millennials is a stable group with enormous potential, specific features, beliefs, values, and identities compared to previous generations. Their number and their exceptionally strong consumer power affect the redefinition of the entire economy and consumer society. This also includes the food industry that is forced to invest additional efforts to achieve business success. An increasing number of global companies are dedicated to the challenge of defining new marketing methods and competitive strategies that will capture the heart and mind of this significant but specific target market - the millennial generation.
Ključne riječi
millennials; food industry; marketing; competitiveness
Hrčak ID:
234540
URI
Datum izdavanja:
1.3.2019.
Posjeta: 1.020 *