CONSUMER BAHAVIOUR REGARDING “LIGHT” FOOD PRODUCTS ON THE ZAGREB MARKET
2007, 8 (2) p. 257-268
The trend of healthy eating and consumers’ awareness of the connection between diet and own health increased the consumption of the food with reduced content of fat and sugar, i.e. “light” products. In order to satisfy consumers’ needs producers of “light” products need to be acquainted with their costumers. The goal of this research was to describe the “light” products consumers in the city of Zagreb and the surrounding area. The results of the research showed that most respondents use “light” products at least occasionally, but they are not well acquainted with the real meaning of the “light” label. Sex, age and consumers’ attitudes about their health, diet and “light” products infl uence their consumption behaviour. The results of this research could be used as a base for the marketing planning of “light” products producers.