Evaluation of Health Professionals’ Approaches in Strategic Marketing of Functional Foods

Abstract

The functional food market is a promising and an unexplored sector in Turkey and throughout the world. The aim of this study is to evaluate the approaches of health professionals to products, recommended as functional foods, that are introduced to be a part of healthy nutrition. In addition, with the findings obtained, it is aimed to obtain indicators that can contribute to better strategic and tactical marketing decisions. The study mainly focuses on the purchasing behaviours of healthcare professionals living in Turkey. Inferential research design was used in the study. The hypotheses were tested with the help of descriptive and inferential statistics, exploratory factor analysis (PCA) and binary regression analysis using data collected through questionnaires from 218 healthcare professionals. We hypothesized that there is a difference between men and women in terms of functional food consumption, the health sector professionals with a higher amount of info about the relevant functional food are more likely to use them, the professionals who have the desire to recommend a functional food is more likely to consume that product, the desire to recommend the relevant product to the patients increases the probability of the health professional to consume that product. As a result, it was determined that the interest in functional foods is high in women and having information about the related products affects the consumption. The findings of this study are also relevant for government agencies and the food industry interested in designing public health programs.

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About this article

Publication Date

31 December 2022

eBook ISBN

978-1-80296-129-4

Publisher

European Publisher

Volume

130

Print ISBN (optional)

-

Edition Number

1st Edition

Pages

1-270

Subjects

Strategic Management, Leadership, Technology, Post-Pandemic, New frontiers

Cite this article as:

Erel, F. P., & Oraman, Y. (2022). Evaluation of Health Professionals’ Approaches in Strategic Marketing of Functional Foods. In & E. N. Degirmenci (Ed.), New Frontiers for Management and Strategy in the Post-Pandemic Era, vol 130. European Proceedings of Social and Behavioural Sciences (pp. 36-51). European Publisher. https://doi.org/10.15405/epsbs.2022.12.02.4