Marketing Techniques to Make Organic Foods Attractive to Consumers

Sisi Chen

Master's thesis

Abstract:

Nowadays, consumer consumption concept, habit and mode have all changed in the digital age. Moreover, the marketing strategies of many enterprises have been upgraded in line with the digital era on the traditional basis. With the development of China's modernization process, people's awareness of health and environmental protection is gradually enhanced, especially in dietary habits, people pay more attention to food safety, health and pollution-free. The author has reason to believe that the organic foods market in China should have great development potential in the context of the changing consumer environment. But somehow organic foods in China are not as popular as in North America or EU countries. Therefore, the author wants to find out the existing marketing barriers and tries to suggest new marketing techniques more in line with today's developed environment of e-commerce and we-media in Chinese market to fix these problems. This thesis takes organic foods marketing and Chinese consumer behavior as the research objects, tries to find out what marketing strategies can break the current deadlock and make organic foods more attractive to consumers.

Keywords

Organic foods, Marketing Mix, Social media marketing, E-commerce

Language used: English

Date on which the thesis was submitted / produced: 28. 11. 2019

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration