THE IMPACT OF MARKETING MIX FACTORS ON THE CONSUMPTION OF KOSOVAR MILK AND ITS PRODUCTS - CASE STUDY KOSOVO

Abstract

Purpose: The purpose of this paper is to analyze the role of marketing mix factors on the consumption of Kosovar milk and its products in Kosovo. Methodology: Primary data were collected based on the quantitative method of data collection, the survey questionnaire technique was used. We have compiled the questions in the questionnaire in such a way as to have as much information as possible from the consumers and they are concrete questions that have helped us to reach the goal directly. The data collected from the survey based on the questionnaire were processed through the statistical package for social sciences SPSS. SPSS package will analyze the cross-tabulation method, which will require testing through the Q-square Pearson test with a percentage of accuracy of 95%, which means that the standard variance and deviation through this method should be less than 0.05 %. Results: In the research are the data of 390 respondents from different cities of Kosovo. The research was done in the period February-April 2021. This questionnaire was distributed by me. The questionnaire was widely distributed to students in universities, but also in other institutions in Kosovo. From the obtained data we understand that milk and its products belong to the group of basic goods, where consumption is daily, and the demand is always increasing. Some factors that affect the consumption of milk and its products are mentioned, where the quality is mentioned as the main factor. According to the research results, consumers will continue to consume Kosovar products, as a result of improving their