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Marketing Pretesting of the Introduction to the Market of an Innovative Anti-Anemic Food Product
Priadko O. M., Tarasov I. Y.

Priadko, Olha M., and Tarasov, Ihor Yu. (2021) “Marketing Pretesting of the Introduction to the Market of an Innovative Anti-Anemic Food Product.” Business Inform 11:482–487.
https://doi.org/10.32983/2222-4459-2021-11-482-487

Section: Management and Marketing

UDC 658.8:664.144/.149

Abstract:
The article analyzes, systematizes and generalizes scientific works of scholars; the problems related to the study of the theoretical, methodological and applied aspects of innovation marketing are considered. The article is aimed at studying the current state of the regional market of biscuit semi-finished products and determine the market prospects for a new innovative anti-anemic food product. It is substantiated that in the context of the global COVID-19 pandemic, the issue of healthy and health-improving eating as a means of maintaining immunity and enhancing the capabilities of the human body to resist coronavirus becomes urgent. The presence of chronic illnesses can significantly reduce human immunity and, as a result, increases the possibility for a new disease. The main directions of implementation of health nutrition are presented. To achieve the set aim, the authors’ our own research is carried out using testing and survey methods. To study the market of potential consumers, a questionnaire is developed, which consisted of 13 interrelated questions comprised in a logical sequence. The sample consists of 300 respondents. Consumer attitude to the food group – biscuit semi-finished products with the addition of heme iron dietary supplement – and prospects for perception of its new variety are identified. According to the results of the research, the most significant indicators of product quality are allocated. Certain trends in the market of biscuit semi-finished products are identified. A complex of actions with marketing strategic orientation is proposed to increase the market perspective of a new innovative food product. Recommendations for introducing these products to the regional market are developed, its market and consumer relevance during the COVID-19 pandemic are substantiated.

Keywords: anemia, COVID-19, market, research, respondent, consumer, marketing, innovative food product.

Fig.: 3. Bibl.: 9.

Priadko Olha M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Tarasov Ihor Yu. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

List of references in article

Savytska, N. L., Afanasieva, O. P., and Kurliantseva, A. V. “Marketynhove testuvannia kontseptsii novoho produktu (syru kyslomolochnoho)“ [The Marketing Test of the Concept of New Product (Quark Milk Cheese)]. Biznes Inform. 2016. https://www.business-inform.net/export_pdf/business-inform-2016-12_0-pages-324_328.pdf
Bolhova, N. V. “Produkty ozdorovchoho pryznachennia“ [Products Wellness Destination]. Visnyk Kharkivskoho natsionalnoho tekhnichnoho universytetu silskoho hospodarstva imeni Petra Vasylenka. 2016. http://dspace.khntusg.com.ua/bitstream/123456789/1839/1/39.pdf
Kozlovska, A. “Zalizodefitsytna anemiia: alhorytm diahnostyky ta likuvannia“ [Iron Deficiency Anemia: An Algorithm for Diagnosis and Treatment]. Ukrainskyi medychnyi chasopys. Aktualni pytannia medychnoi praktyky. August 22, 2019. https://www.umj.com.ua/article/161364/zalizodefitsitna-anemiya-algoritm-diagnostiki-ta-likuvannya
“Klinichna hematolohiia. Ch. 1. Anemii: metodychni vkazivky dlia studentiv i likariv-interniv“ [Clinical Hematology. Part 1. Anemia: Guidelines for Students and Interns]. Kharkiv : KhNMU, 2015. http://vnmed3.kharkiv.ua/wp-content/uploads/2016/01/hemato3346.pdf
Tretyakova, O. S. “Obmen zheleza v organizme cheloveka i yeho osobennosti u detey“ [Iron Exchange in the Human Body and Its Features in Children]. Dytiachyi likar. 2013. https://d-l.com.ua/ru/archive/2013/2%2823%29/pages-50-55/obmen-zheleza-v-organizme-cheloveka-i-ego-osobennosti-u-detey
“Trendy svitovoho rynku kondyterskykh vyrobiv z tsukru“ [Trends in the World Market of Sugar Confectionery]. Biznes. Eksport. https://export.gov.ua/industry/review/25
Gulchenko, L. P. “O profilaktike zabolevaniy, obuslovlennykh defitsitom mikronutriyentov“ [On the Prevention of Diseases Caused by Micronutrient Deficiency]. http://www.rospotrebnadzor.ru/
“Zalizo, zalizodefitsyt, anemiia: znachennia dlia zhinochoho zdorovia i ne tilky…“ [Iron, Iron Deficiency, Anemia: Importance for Women's Health and More…]. https://health-ua.com/multimedia/userfiles/files/2021/ZU_5_2021/ZU_05_2021_st10_11.pdf
Yevlash, V. V. et al. “Vyznachennia vplyvu zalizovmisnoi diietychnoi dobavky na yakist hlazuri dlia kondyterskykh vyrobiv pid chas zberihannia“ [Determination of the Effect of Iron-containing Dietary Supplement on the Quality of Glaze for Confectionery During Storage]. Visnyk natsionalnoho universytetu «KhPI». 2010. http://dspace.nuft.edu.ua/jspui/bitstream/123456789/6005/3/13053.pdf

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