Analiza percepcije potrošača konditorskih proizvoda na srpskom tržištu (studija slučaja Chipita proizvoda)
The Analysis of Consumers’ Perception of the Confectionary Products in the Serbian Market – (Case Study of Chipita Products)
Apstrakt
Ovo istraživanje je usmereno na ispitivanje percepcije i satisfakcije potrošača konditorskim proizvodima “Chipita”. Cilj istraživanja je merenje satisfakcije potrošača kvalitativnim svojstvima i spoljnim atributima proizvoda, merenje uticaja promocije proizvoda na potrošače kao i merenje lojalnosti potrošača brendu. Istraživanje je sprovedeno anketiranjem, na osnovu prikupljenih podataka putem upitnika koji je podeljen ispitanicima iz ciljnih grupa (deca, studenti i potrošači srednjih godina). Ispitanici iz sve tri ciljne grupe su ocenjivali kriterijume svojstva proizvoda, spoljne atribute proizvoda, asocijacije na proizvode iz propagandnih poruka, kao i ukupnu satisfakciju i lojalnost potrošača brendu. Rezultati isptivanja su pokazali da percepcija potrošača u prvom redu zavisi od starosne dobi, kao i da je opšta satisfakcija i lojalnost potrošača brendu Chipita veoma zadovoljavajuća, što dovodi do zaključka istraživanja da brend Chipita konditorskih proizvoda predstavlja jedan od vodećih među brendovima na srpskom tržištu.
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.
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