Communication of Dietary Supplements Brands: Perception of Russian Consumers

The food additives market has been showing steady growth over the past 20 years. This is due to the increased attention of consumers to a healthy lifestyle, improved nutrition and disease prevention. Such steady market growth attracts many new manufacturers, which increases competition for market share. However, despite the popularity and prevalence of such products, there is little reliable information and research regarding the perception of their communication by consumers. In addition, there is insufficient information about the role of brand positioning and consumer trust in the context of communication. The purpose of this study is to identify the key aspects that influence the formation of consumer perception in the context of communication of dietary supplements brands. Empirical research includes a methodology for the study of the mixed method. At the first, qualitative stage, the research method was in-depth interviews necessary to develop hypotheses, as well as to clarify the motives, beliefs of consumers that underlie their choices and assessments, as well as to clarify aspects related to culture and life experience that can influence the perception of the dietary supplements brand. At the second, quantitative stage, a structured questionnaire was selected by the research method, which is necessary to test hypotheses, identify trends and patterns regarding aspects that affect consumers' perception of dietary supplement brands. The results of this study are adapted for integration into the process of developing communication strategies for brands producing dietary supplements.