Управленец2218-50032686-792310.29141/2218-5003-2023-14-4-6RPYDODhttps://upravlenets.usue.ru/ru/-2023/1333https://upravlenets.usue.ru/ru/-2023/1333Безглютеновые продукты: восприятие потребителями функциональных свойств и особенностей маркировкиGluten-free products: Consumer perception of the functional properties and peculiarities of labellingГутниковаОльга НиколаевнаГутниковаОльга НиколаевнаGutnikovaOlga N.vechirko15@mail.ruЯрошОльга БорисовнаЯрошОльга БорисовнаYaroshOlga B.iarosh.olga.cfu@gmail.comКальковаНаталья НиколаевнаКальковаНаталья НиколаевнаKalkovaNatalia N.nkalkova@yandex.ruV.I. Vernadsky Crimean Federal University (Simferopol, Russia)Крымский федеральный университет им. В.И. Вернадского (г. Симферополь, РФ)0709202314487990205202314062023CC BY-NC 4.0

Культура потребления пищевых продуктов ориентирована на инновационные технологии и идеологию здорового питания. В этих условиях производители зачастую используют товарную информацию как способ продвижения товара, не предоставляя покупателям достоверных сведений о его практическом назначении. Исследование посвящено проверке гипотезы, согласно которой надпись «без глютена» не влияет на потребительский выбор, а знания о функциональных свойствах продукта формируются у потребителя под воздействием внешней маркетинговой информации. Методологической основой работы выступила теория маркетинга в части потребительского восприятия продуктов с использованием нейромаркетинговых технологий, окулографии и айтрекинга. Применялся опытно-экспериментальный метод, включающий нейромаркетинговый эксперимент по изучению визуальной заметности надписей «без глютена». Информационную базу составили результаты анкетирования 200 покупателей крупных торговых сетей города Симферополя в январе 2023 г., а также итоги эксперимента с участием 32 студентов и сотрудников, проведенного на базе лаборатории нейромаркетинга и поведенческой экономики Крымского федерального университета им. В.И. Вернадского. Исследование показало слабую осведомленность потребителей относительно функционального назначения безглютеновых продуктов. Установлено, что визуальное внимание к надписи «без глютена» в 1,5 раза ниже, чем к любой другой маркировочной информации. Обнаружена взаимосвязь между временем изучения продукта и выбором покупателем образца, содержащего указанный маркировочный знак. Согласно выводам, необходимо расширять информацию на упаковке безглютенового продукта; отнести соответствующую продукцию к категории функциональных, узкоспециализированных товаров и альтернативных заменителей, предназначенных для питания потребителей с аутоиммунными заболеваниями; осуществлять реализацию данных товаров в специализированных отделах или торговых точках.

The culture of food consumption is centered around innovative technologies and the healthy eating ideology. Against this background, manufacturers often use product information to promote products in the market without providing buyers with complete data on their practical purpose. The study tests the hypothesis that the ‘gluten-free’ logo has no effect on consumer choice, and the awareness of a product’s functional properties is formed in the context of marketing information received from the external environment. The methodological basis of the study is marketing theory in terms of consumer perception of products using neuromarketing technologies, oculography, and eye tracking. Practical outcomes were obtained through a pilot method implying a neuromarketing experiment on the visibility of ‘gluten-free’ labels. The empirical evidence covers the results of a survey of 200 buyers at large retail chains in the city of Simferopol in January 2023, as well as the results of an experiment involving 32 students and employees conducted by the Laboratory of Neuromarketing and Behavioral Economics of V.I. Vernadsky Crimean Federal University. The study shows that consumers are dimly aware of the functional properties of gluten-free products. We found that visual attention to the ‘gluten free’ logo was 1.5 times lower than to any other labelling information. A relationship was found between the time spent on studying the product and the buyer’s choice of a test sample with the logo. According to the research results, it is necessary to provide more detailed information on gluten-free products’ packaging; to classify such products as functional, narrowly specialized goods and substitutes intended for consumers with autoimmune disorders; and to sell them in specialized departments or sales points.

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Current Issues in Tourism, vol. 22, no. 10, рр. 1244–1261. DOI: 10.1080/13683500.2017.1367367Wilson R.T., Baack D.W., Till B.D. (2015). Creativity, attention and the memory for brands: An outdoor advertising field study. International Journal of Advertising, vol. 34, no. 2, рр. 232–261. https://doi.org/10.1080/02650487.2014.996117Yang L.C. (2014). Attention and preference measurement. Doctoral dissertation, Columbia University Graduate School of Arts and Sciences, Columbia. Retrieved from UMI, No. 3643885, pp. 45–49.Yaoqi L., Biqiang L., Lishan X. (2022). Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments. Journal of Business Research, vol. 150, pр. 553–566. https://doi.org/10.1016/j.jbusres.2022.06.040Zhou L., Zhang Y., Wang Z.J., Rao L.L., Wang W., Li S., Liang Z. (2016). A scanpath analysis of the risky decision-making process. Journal of Behavioral Decision Making, vol. 29, no. 2-3, pp. 169–182. DOI: 10.1002/bdm.1943