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运动员的偏好和愿意为创新的高蛋白功能性食品付费
Matilde Reitano1, Roberta Selvaggi1, Gaetano Chinnici1
1Department of Agricultural, Food and Environment (Di3A), Agricultural Economics and Valuation Section, University of Catania, Via S. Sofia N. 98-100, 95123, Catania, Italy.
Appetite
|September 22, 2024
概括
运动员越来越多地寻求高蛋白食物. 研究表明,对营养的关注推动了人们愿意为创新的高蛋白面包付费,从而为不同运动员群体提供了有针对性的营销.
科学领域:
- 运动营养 运动营养
- 消费者行为 消费者行为
- 食品科学 食品科学 食品科学
背景情况:
- 越来越多的运动员人口推动了对高蛋白功能性食品的需求.
- 食品行业正在寻求策略来满足运动员的营养需求.
- 高蛋白面包是一种针对运动员的创新产品.
研究的目的:
- 要了解运动员愿意为高蛋白面包付钱的意愿.
- 确定影响购买决策的关键食品价值.
- 根据偏好和支付意愿对运动员进行细分.
主要方法:
- 实验性拍卖以确定支付意愿.
- 最好的-最坏的缩放分析食品价值偏好.
- 集群分析用于识别不同的运动员细分.
主要成果:
- 根据偏好确定了五个不同的运动员部分.
- 优先考虑营养和体育特定需求的运动员表现出更高的支付意愿.
- 特定的食品价值与高蛋白面包的购买决策有显著的相关性.
结论:
- 了解运动员细分对于有效的营销策略至关重要.
- 根据运动员的特定需求量身定制高蛋白食品,提高了市场吸引力.
- 营养方面和体育相关性是运动员购买决策的关键驱动因素.
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