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Članci/Papers UDK 659.113.25:664.144/.149, originalni naučni rad Članci/Papers The Analysis of Consumers’ Perception of the Confectionary Products in the Serbian Market – (Case Study of Chipita Products) Sanja Dalton Abstract: In this research the con- 1. INTRODUCTION sumers’ perception and satisfaction with the confectionary products of Chipita Evaluation of consumers’ perception of quality of products for marketing are presented. The aim of the research purposes can be defined as the evaluation of the ability of the product to is to measure the satisfaction of the meet the consumers’ needs and desires. Nowadays, the market competi- consumers, regarding the qualitative and tion is very strong and the consumers are much more informed than they appearance attributes of the products, to were previously, so therefore there is not enough space for the companies measure the effects of the commercial ad- to make omissions. Creation of consumers’ loyalty implies trust to the vertizing of the products on the consum- supplier, product and the brand, and a special part of creating loyalty ers as well as to measure the consumers’ applies to the trust to the distributor, sales representation, the specific re- loyalty to the brand. The research was tail chain, retail and seller. According to Filipović (2008), the key factors conducted through survey, by collecting data via questionnaire disseminated to towards which companies must orient themselves are development of the target groups (children, students and new revenue streams that are based on completely new ideas and, above the middle-age consumers). All three all, strengthening relationships with consumers. Some authors argue that target groups of the respondents evalu- “Loyalty Management tools grow a business’s revenues and profits, by im- ated five clusters of criteria related to the proving retention among its customers” (Rigby, 2015, p.48). frequency of consumption, qualitative Considering that there are many domestic confectionary products attributes of the products, appearance present in Serbian market (Bambi-Banat, Jaffa d.o.o. Crvenka, Banini attributes of the products, ad association Kikinda, Pionir Subotica etc.) as well as international confectionary of the products and the general consum- products (Nestle-Switzerland, Milka-Switzerland, Ferrero-Italy), it is es- ers’ satisfaction and loyalty. The results of sential for the Chipita company to evaluate the position of its products, the research showed that the consumers’ the brand and the commercial advertising among different target groups perception is primarily age dependent as in the high competition market and to establish an appropriate market- well as that the general satisfaction and loyalty to Chipita brand is very satisfac- ing strategy in order to meet the needs and desires of the consumers and tory, leading to the conclusion of the therefore to maintain the consumers’ loyalty. Moore and Reid (2008) ar- research that the Chipita confectionary gue that marketing strategies should be focused on the basis of the prod- range presents one of the leading brands uct position in the eyes of the target groups, based on the competition in Serbian market. on the market. Other authors also argue that “Customer Segmentation is a subdivision of a market into discrete customer groups that share simi- Key words: confectionary products, marketing, consumers lar characteristics. Customer Segmentation can be a powerful means to indentify unmet customer needs” (Rigby, 2015, p.28). The basic premise of product positioning, which is also the cause of the change in the ear- lier ways of thinking in marketing, is the change that has occurred in communication in contemporary society. By researching consumer be- havior, the information about the consumers are collected, i.e. the infor- mation about the consumers’ needs and desires according to which the production program and the production range are harmonized in order to increase sales and profit. Research of the consumer behavior consists 297 of various, systematic techniques that are used by the ing of consumer needs and desires, which is complex marketing people with the aim to find out the internal and multidimensional process. Majority of businesses and the external factors whit impact on the consum- fail due to underestimation or overestimation of the er decisions and the exchange process in the market market demand. Anticipating trends in consumer be- (Maričić, 2008). havior provides companies the key strategic advantag- The paper comprises of four parts. The first part es. If a company discovers a specific market need first presents the literature used for the theoretical back- among the competitors, it will be the first one to serve ground. The second part is reserved for the meth- that market. The second advantage is that it can create odology of the research. The third part of this paper a specific market opportunity in controlling the latent consists of the research results and discussion of the needs and desires of consumers. Finally, the third ad- results. Finally, the forth part of this paper is the con- vantage is anticipating trends in the needs and prefer- clusion. The main purpose of this study is to research ences of consumers and their proper fulfillment that the behavior of the consumers and the positioning of makes a positive image and reputation of the compa- Chipita confectionary range in Serbian market. The ny in the eye of general public as a company that is objectives of the research are: 1) to measure consumer attentive and willing to always meet demands of con- perception and satisfaction; 2) To measure consumer sumer (Maričić, 2011, p.43). loyalty to the brand. According to Kotler and Keller (2006), managers who believe that a customer is the only real „profit center“ of the company, believe in the old system; pyr- 2. LITERATURE REVIEW amid with the president at the top, the management in the middle and the employees as the ‚first-line‘ Evaluation of consumer behavior with the customers at the bottom is the system that – perception and satisfaction is out of date. The successful marketing companies Consumer behavior is a complex and multidimension- chart is reversed. Consumers are on the top of the al process. Hawkins (2007) points out that, according pyramid, following by relevance are employees who to research conducted in the US, people spend more contact the consumers in practice, serve them and time by purchasing products rather than, for example, meet their wishes. Below them are managers. Some working or sleeping. Although it appears to be eso- authors debate that consumer orientation is strong- teric (unintelligible), consumer behavior is something ly associated with marketing mission of a compa- we can see every day. Many aspects of the behavior ny. Marketing mission of a company helps in building of consumers are evident in the market, while a good consumer confidence which is the basis for consumer number of the aspects are outside of the observation loyalty (O’Shaughnessy, 1995, pp.17-18). According power and the subject to psychological and socio-psy- to Maričić (2011, p. 46), companies should analyze chological research. While including and explaining and predict consumer behavior, they have to orient these basic concepts of consumer behavior, this young their strategies towards consumer satisfaction and marketing interdisciplinary science is accentuated safety, respectively, they have to impress (delight) (Maričić, 2011, p.11). According to Maričić (2011, constantly. The specific challenges in marketing will p.33), there are basically two approaches in consumer be to indentify inarticulate needs (new products and behavior analysis; The first approach is more wide- new markets) and the disobedient (new) consum- spread and comprehensive in the analysis and in ad- ers. Marketing managers have two tasks in the qual- dition to stage decision – making process it includes ity oriented company. “First, they have to participate the investigation of external and internal factors that in the formulation of strategies and policies that will determine the behavior of consumers. The second ap- help the company to fully achieve the perfection of proach, that is older, is narrower in its scope because it quality. Secondly, they must deliver marketing qual- only treats consumer decision making process to pur- ity along with the quality of production. Each mar- chase goods and services through the analysis of indi- keting activity - marketing research, training vendors, vidual phases of the process. In the hypercompetitive advertising, customer service, etc. - must be carried environment there is an increase of the need for valid out to high standards” (Kotler & Keller, 2006, p.147). and usable information on motivation and behavior Consumer perception is fundamental for understand- of consumers. There is a requirement on obtaining ing of demand, purchase, use and disposal of prod- information that should enable a better understand- ucts and services. Therefore, the marketing people correctly understand that the subjective perception 298 Sanja Dalton of the process is essential to formulate effective mar- ing relationship with their consumers” (Maričić, 2011, keting strategies. By using perception, consumers p.469). get to know and choose products and services. Well- Satisfaction will depend on the product and ser- known marketing experts, Ries and Trout, from the vice quality. “Quality is the sum of the attributes and US, prove that “marketing is not a battle of different characteristics of a product or service that is related to products and services; it is rather fight of consumers’ their ability to meet the expressed needs. Total qual- perception in the market. The perception largely de- ity is crucial for assessing the creation of value and pends on the „quality“ of marketing stimuli” (Maričić, customer satisfaction” (Kotler & Keller, 2006, p.146). 2011, p.338). The concept of the perception of a new Consumer satisfaction is an important feeling that product includes an analysis of what consumers think happens during the evaluation phase of purchased that‘s really new in the core attributes and characteris- or consumed product or service.
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