engleski

Analysis of Consumer Attitudes Toward Puffed Pastry Products as Support to Marketing Management

Bread and other bakery products belong to basic foods. The size and relative stability of the market has created the belief that a bakery is a secure and profitable business operation. However, if they wish to survive and grow in today's dynamic business environment, the bakery owners, i.e. managers have to have a good objective understanding of the market and react promptly to its demands and changes. Analyzing consumer attitudes is a crucial, indispensable activity aimed at increasing sales. In this paper the results of such analysis were presented. The subjects of the research were 148 consumers of cherry-filled puff pastry (Amarena Fill) produced by a bakery in Osijek, Croatia. The survey was carried out by a written questionnaire. Adequate methods of descriptive and inferential statistics were used to analyze the collected data. The greatest number of consumers in our sample was aged between 21 and 35, and they were employees. The average grades of variables that reflect respondent perceptions connected to the marketing aspect of sales indicate that this segment could be significantly improved. The results obtained in this way are the basis for making adequate business decisions. The presented research has a wider application than just the analysis of one product consumers. Namely, the survey instrument that we developed can be used as a universal tool in the area of bakery marketing management, and that was our intention.

marketing management ; decision ; consumer attitudes ; statistical analysis

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