This research aims that is suggests the right direction for establishing a successful marketing strategy and activation of the market for the rightful functional health food, by positively surveying the opinions, preference with real conditions and future customer's interest for customers on functio...
This research aims that is suggests the right direction for establishing a successful marketing strategy and activation of the market for the rightful functional health food, by positively surveying the opinions, preference with real conditions and future customer's interest for customers on functional health food, in order to correspond with the markets and interests for the rapid increasing functional health food. First, interests in functional health food are below the general level showing rather lower average value. It was found out especially that the customers had a little understanding and interests on the price, efficacy and market environment for functional health food. Secondly, preference for functional health food depends on actual efficacy as a prime factor on physical constitution, ingredients included in the food and next on scientific support, etc. in due order. Thirdly, as for the actual purchase conditions, the auxiliary health food was appeared to be purchase the most, and the majority paid off ten to fifty thousand won per month for the food. The purchase of the food was motivated the most from the suggestions of their family and friends, and the reason of taking the food is for promotion of physical strength and protection of weakened body, they responded. The location of purchase was the pharmacy the most, and next specialty store for health food or thru the mail-order sale. The efficacy after taking the food showed the high rate and the reason of not taking the food was known to be lack of credibility for efficacy. Fourthly, their intention of future purchasing appears to be below the general level showing lower average value, and among others, suggestions of medical doctors for purchasing the food were shown to be lower than the average value. Based on such a result of practical research on the functional health food, a plan of marketing strategy for the functional health food can be established as follows. First, in the point of interest of CEO and strategic decision for the product strategy, the strategy should inspire the awareness of central issuing and quality of employees importantly and suggest the establishment of clear quality level, accurate measurement, setting quality level for the customers and overall quality management. It requires more segmented and specialized product development and management so as to make the appropriate product development by understanding the current characteristics of customers. Secondly, since the customers are very much sensitive to the price change in case of price raising or cutting down as a strategic purpose for prices on the functional health food, the customers shall be provided with the appropriate and suitable reasons for the price cutdown as for them to purchase the products with credibility. Thirdly, as a strategic purpose for distribution, continuous and thorough market analysis thru evaluating the demand should be made by establishing the sales structure, so as to provide the relevant distribution and sales network. Fourthly, as a strategic purpose for promotion, it is necessary to determine the recognition of brand or accumulated company's image thru the thorough brand management in the company. This research tried to find out the right direction for establishing the marketing strategy based on the recognition or actual conditions of customers for the functional health food. However, more delicate and effective marketing mixed strategy should be established for the functional health food market or companies thru the actual positive study in the future study.
This research aims that is suggests the right direction for establishing a successful marketing strategy and activation of the market for the rightful functional health food, by positively surveying the opinions, preference with real conditions and future customer's interest for customers on functional health food, in order to correspond with the markets and interests for the rapid increasing functional health food. First, interests in functional health food are below the general level showing rather lower average value. It was found out especially that the customers had a little understanding and interests on the price, efficacy and market environment for functional health food. Secondly, preference for functional health food depends on actual efficacy as a prime factor on physical constitution, ingredients included in the food and next on scientific support, etc. in due order. Thirdly, as for the actual purchase conditions, the auxiliary health food was appeared to be purchase the most, and the majority paid off ten to fifty thousand won per month for the food. The purchase of the food was motivated the most from the suggestions of their family and friends, and the reason of taking the food is for promotion of physical strength and protection of weakened body, they responded. The location of purchase was the pharmacy the most, and next specialty store for health food or thru the mail-order sale. The efficacy after taking the food showed the high rate and the reason of not taking the food was known to be lack of credibility for efficacy. Fourthly, their intention of future purchasing appears to be below the general level showing lower average value, and among others, suggestions of medical doctors for purchasing the food were shown to be lower than the average value. Based on such a result of practical research on the functional health food, a plan of marketing strategy for the functional health food can be established as follows. First, in the point of interest of CEO and strategic decision for the product strategy, the strategy should inspire the awareness of central issuing and quality of employees importantly and suggest the establishment of clear quality level, accurate measurement, setting quality level for the customers and overall quality management. It requires more segmented and specialized product development and management so as to make the appropriate product development by understanding the current characteristics of customers. Secondly, since the customers are very much sensitive to the price change in case of price raising or cutting down as a strategic purpose for prices on the functional health food, the customers shall be provided with the appropriate and suitable reasons for the price cutdown as for them to purchase the products with credibility. Thirdly, as a strategic purpose for distribution, continuous and thorough market analysis thru evaluating the demand should be made by establishing the sales structure, so as to provide the relevant distribution and sales network. Fourthly, as a strategic purpose for promotion, it is necessary to determine the recognition of brand or accumulated company's image thru the thorough brand management in the company. This research tried to find out the right direction for establishing the marketing strategy based on the recognition or actual conditions of customers for the functional health food. However, more delicate and effective marketing mixed strategy should be established for the functional health food market or companies thru the actual positive study in the future study.
주제어
#건강기능식품 마케팅 웰빙
※ AI-Helper는 부적절한 답변을 할 수 있습니다.