The analysis of consumers' perception of the confectionary products in the Serbian market (case study of Chipita products)

Abstract

In this research the consumers' perception and satisfaction with the confectionary products of Chipita are presented. The aim of the research is to measure the satisfaction of the consumers, regarding the qualitative and appearance attributes of the products, to measure the effects of the commercial advertizing of the products on the consumers as well as to measure the consumers' loyalty to the brand. The research was conducted through survey, by collecting data via questionnaire disseminated to the target groups (children, students and the middle-age consumers). All three target groups of the respondents evaluated five clusters of criteria related to the frequency of consumption, qualitative attributes of the products, appearance attributes of the products, ad association of the products and the general consumers' satisfaction and loyalty. The results of the research showed that the consumers' perception is primarily age dependent as well as that the general satisfaction and loyalty to Chipita brand is very satisfactory, leading to the conclusion of the research that the Chipita confectionary range presents one of the leading brands in Serbian market. (English) [ABSTRACT FROM AUTHOR]