The Impact of Marketing Strategies on Changes in Eating Habits – An Approach from a Consumer Perspective

Raluca-Giorgiana Chivu (), Alexandru Bosînceanu () and Adrian Mociu ()
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Raluca-Giorgiana Chivu: The Bucharest University of Economic Studies
Alexandru Bosînceanu: The Bucharest University of Economic Studies
Adrian Mociu: The Bucharest University of Economic Studies

Ovidius University Annals, Economic Sciences Series, 2020, vol. XX, issue 1, 579-585

Abstract: In recent years there has been a tendency to standardize the consumption habits of economically developing countries. This was mainly caused by the change in available products, but also in the new way of life of consumers. The food sector manifests itself differently worldwide, making its mark both in the agricultural sector and in the social and economic sector, with food being the focus of consumers' attention, especially as a result of various scandals, such as epidemics. Organic products and functional foods are increasingly purchased with age, because with age, health problems appear and intensify, healthy eating being a priority for them. The purchase of organic food also depends on their price, as consumers are not willing to spend large sums of money on organic products. In this article we tried to identify as exhaustively as possible in the literature the theoretical aspects related to the cultural factors influencing consumer behavior and the impact of marketing strategies on changes in eating habits. In the practical part, a quantitative research was carried out which aimed to identify the perceived impact of marketing on consumption habits. Thus, information was obtained on the sources of information and persuasion identified by the respondents that led to the adaptation of new eating habits.

Keywords: marketing strategies; eating habits; consumer behavior (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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