Business Model of Consumer Behavior with Included Nutritional Determinant


Sasko Martinovski – University of Bitola “St. Kliment Ohridski”, Faculty of Technological and Technical Sciences–Veles, Dimitar Vlahov bb, 1400 Veles, R. N. Macedonia

Fani Gulevska – University of Bitola “St. Kliment Ohridski”, Faculty of Technological and Technical Sciences–Veles, Dimitar Vlahov bb, 1400 Veles, R. N. Macedonia


7th International Scientific ERAZ Conference – ERAZ 2021 – Selected Papers: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  Online/virtual, May 27, 2021

ERAZ Conference Selected Papers are published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; AMBIS University, Prague – Czech Republic; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia

ERAZ Conference 2021 Selected Papers ISBN 978-86-80194-47-9, ISSN 2683-5568, DOI:

Business model of consumer
Nutrition determinant;


Abstract: The success of the operations of the companies that work with food products depends a lot on having information about the consumer purchasing decisions, and based on that, inclusion of marketing strategies that will ensure their success. Business models of consumer behavior can an­swer these important questions. The inclusion of nutritional determinants in these models is significant, and the model will provide answers to the extent of its impact on consumer behavior. Scope of the study within this paper is an applied original modeling concept for creating business models of consumer behavior when buying food products, where special empha­sis is given to the nutritional properties of food products, i.e. in addition to other known determinants, the model includes a new determinant called nutritional. The model is built on several principles using modern informa­tion technologies, and one of the important principles is to provide greater clarity for a full understanding of the process involved in the model with integrated self-explanatory functionality. The model was partially imple­mented with data obtained from several surveys conducted in our research, and as outputs of the model, a set of customer responses were obtained.

ERAZ Conference

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License ( which permits non-commercial use, reproduction and distribution of the work without further permission. 

ERAZ Conference Open Access


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