Naslov
Exploring the Importance of Different Product Cues on the Selection for Chocolate from the Consumer Perspective

Autori
Brzovska, Ezeni ; Ozretić Došen, Đurđana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering / - , 2016, 3553-3556

Skup
World Academy of Science, Engineering and Technology, International Science

Mjesto i datum
Amsterdam, Nizozemska, 01.12.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Chocolate consumption context; chocolate selection; demographic characteristics; product cues

Sažetak
The purpose of this paper is to deepen the understanding of the product cues that influence purchase decision for a specific product category – chocolate, and to identify demographic differences in the buying behavior. ANOVA was employed for analyzing the significance level for nine product cues, and the survey showed statistically significant differences among different age and gender groups, and between respondents with different levels of education. From the theoretical perspective, the study adds to the existing knowledge by contributing with the research results from the new environment (Southeast Europe, Macedonia), which has been neglected so far. Establishing the level of significance for the product cues that affect buying behavior in the chocolate consumption context might help managers to improve marketing decision-making, and better meet consumer needs through identifying opportunities for packaging innovations and/or personalization toward different target groups.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA