Moreira Mirian Natali Blézins, da Veiga Cássia Rita Pereira, Su Zhaohui, Reis Germano Glufke, Pascuci Lucilaine Maria, da Veiga Claudimar Pereira
Department of General and Applied Administration, School of Management, Federal University of Paraná-UFPR, Av. Lothtário Meissner, 632, Curitiba 80210-170, Brazil.
Mays Cancer Center, Center on Smart and Connected Health Technologies, School of Nursing, UT Health San Antonio, San Antonio, TX 78229, USA.
Foods. 2021 Dec 18;10(12):3144. doi: 10.3390/foods10123144.
The plant-based alternative meat products market has attracted attention in recent years, as the demand for these products has grown worldwide. To meet the needs of this promising market, marketers must pay attention to the expected benefits of consumers and the insights that can be gleaned from comments posted on social media. This article proposed an investigation of the potential of the content analysis of comments posted on the Instagram social network of food companies that manufacture plant-based alternative meat products to understand the expected benefits by end consumers from the perspective of the classic marketing mix variables. The content posted voluntarily by consumers was organized into 13 categories of expected benefits analyzed within a proposal of evidence from the perspective of the marketing mix. The results showed that, among the insights obtained, 63% were related to the place variable, 21% to the product variable, 11% to the price variable, and 5% to the promotion variable. The insights reinforce the notion that marketing mix variables are crucial factors for companies to make products available in the right place, in the right quantity, and at a fair price, in addition to engaging with consumers through social media.
近年来，植物性替代肉类产品市场受到了关注，因为全球对这些产品的需求不断增长。为了满足这个前景广阔的市场的需求，营销人员必须关注消费者的预期收益以及从社交媒体上发布的评论中可以获得的见解。本文提议对生产植物性替代肉类产品的食品公司在Instagram社交网络上发布的评论进行内容分析，以从经典营销组合变量的角度了解终端消费者的预期收益。消费者自愿发布的内容被整理成13类预期收益，并在基于营销组合的证据提议中进行分析。结果表明，在所获得的见解中，63%与地点变量相关，21%与产品变量相关，11%与价格变量相关，5%与促销变量相关。这些见解强化了这样一种观念，即营销组合变量对于公司在合适的地点、以合适的数量、以公平的价格提供产品，以及通过社交媒体与消费者互动来说是至关重要的因素。
