CONSUMER HABITS OF FOOD SUPPLEMENTS FROM THE PERSPECTIVE OF FOOD SAFETY
The topicality of the subject has been shown by the fact that the number of food supplements has been increasing. These products are different from the traditional food products and the risks associated with them may also differ from the traditional food risks. Meanwhile, in the market customers are given significant amounts of information about food supplements, but this information sometimes can be misleading and may influence consumer habits. The aim of my research therefore is to examine the consumption patterns of adult food supplements users, highlighting some of the determinants of food safety, such as quality, availability of information and risks. Within the framework of primary research, focus group interviews were conducted and a survey was also used. Based on both the focus group and the survey results, it can be seen that the uses of food supplements are judged differently by the respondents. In data processing, factor- and cluster analysis were used to segment consumers based upon how they consider the use of food supplements. Four homogenous groups were identified among the respondents and the research examined which consumer characteristics were applicable to each group.
Keywords: segmentation, marketing strategy, quality, information, risk