Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives Consumers
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 com...
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-12-01
|
| Series: | Foods |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2304-8158/10/12/3144 |
| _version_ | 1797504621647757312 |
|---|---|
| author | Mirian Natali Blézins Moreira Cássia Rita Pereira da Veiga Zhaohui Su Germano Glufke Reis Lucilaine Maria Pascuci Claudimar Pereira da Veiga |
| author_facet | Mirian Natali Blézins Moreira Cássia Rita Pereira da Veiga Zhaohui Su Germano Glufke Reis Lucilaine Maria Pascuci Claudimar Pereira da Veiga |
| author_sort | Mirian Natali Blézins Moreira |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-10T04:07:10Z |
| format | Article |
| id | doaj.art-5aff78ca3c084ba894740c48255c3231 |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-10T04:07:10Z |
| publishDate | 2021-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-5aff78ca3c084ba894740c48255c32312023-11-23T08:19:25ZengMDPI AGFoods2304-81582021-12-011012314410.3390/foods10123144Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives ConsumersMirian Natali Blézins Moreira0Cássia Rita Pereira da Veiga1Zhaohui Su2Germano Glufke Reis3Lucilaine Maria Pascuci4Claudimar Pereira da Veiga5Department of General and Applied Administration, School of Management, Federal University of Paraná—UFPR, Av. Lothtário Meissner, 632, Curitiba 80210-170, BrazilDepartment of General and Applied Administration, School of Management, Federal University of Paraná—UFPR, Av. Lothtário Meissner, 632, Curitiba 80210-170, BrazilMays Cancer Center, Center on Smart and Connected Health Technologies, School of Nursing, UT Health San Antonio, San Antonio, TX 78229, USADepartment of General and Applied Administration, School of Management, Federal University of Paraná—UFPR, Av. Lothtário Meissner, 632, Curitiba 80210-170, BrazilDepartment of Management, Center of Legal and Economic Sciences, Federal University of Espírito Santo—UFES, Av. Fernando Ferrari, 514-Goiabeiras, Vitória 29075-910, BrazilDepartment of General and Applied Administration, School of Management, Federal University of Paraná—UFPR, Av. Lothtário Meissner, 632, Curitiba 80210-170, BrazilThe 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.https://www.mdpi.com/2304-8158/10/12/3144foodsplant-based alternative meatsocial mediaclassic marketing mixmanufacturesconsumer |
| spellingShingle | Mirian Natali Blézins Moreira Cássia Rita Pereira da Veiga Zhaohui Su Germano Glufke Reis Lucilaine Maria Pascuci Claudimar Pereira da Veiga Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives Consumers Foods foods plant-based alternative meat social media classic marketing mix manufactures consumer |
| title | Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives Consumers |
| title_full | Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives Consumers |
| title_fullStr | Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives Consumers |
| title_full_unstemmed | Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives Consumers |
| title_short | Social Media Analysis to Understand the Expected Benefits by Plant-Based Meat Alternatives Consumers |
| title_sort | social media analysis to understand the expected benefits by plant based meat alternatives consumers |
| topic | foods plant-based alternative meat social media classic marketing mix manufactures consumer |
| url | https://www.mdpi.com/2304-8158/10/12/3144 |
| work_keys_str_mv | AT miriannataliblezinsmoreira socialmediaanalysistounderstandtheexpectedbenefitsbyplantbasedmeatalternativesconsumers AT cassiaritapereiradaveiga socialmediaanalysistounderstandtheexpectedbenefitsbyplantbasedmeatalternativesconsumers AT zhaohuisu socialmediaanalysistounderstandtheexpectedbenefitsbyplantbasedmeatalternativesconsumers AT germanoglufkereis socialmediaanalysistounderstandtheexpectedbenefitsbyplantbasedmeatalternativesconsumers AT lucilainemariapascuci socialmediaanalysistounderstandtheexpectedbenefitsbyplantbasedmeatalternativesconsumers AT claudimarpereiradaveiga socialmediaanalysistounderstandtheexpectedbenefitsbyplantbasedmeatalternativesconsumers |