WYKORZYSTANIE BADAŃ MARKETINGOWYCH W KREOWANIU INNOWACJI NA RYNKU ŻYWNOŚCI FUNKCJONALNEJ
MARKETING RESEARCH USE IN CREATING INNOVATIONS ON FUNCTIONAL FOOD MARKET

Summary/Abstract: Marketing research is an important part of the process of creating new products. In the process of developing product innovations very important role is played by a consumer so finding his/her preferences requires a variety of techniques. However, in the case of food products from functional food segment the use of consumer knowledge is low. The innovative nature of this type of food causes a problematic formulation of preferences and expectations by its consumers s. The aim of the article is to identify common research techniques that can be used at different stages of the development of new functional food products. The article also points to the difficulty of obtaining information from consumers for innovative food products.

• Details
• Contents