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CONSUMER BEHAVIOR AND ATTITUDES TOWARDS SLAVONIAN KULEN ON THE ZAGREB MARKET
Puni tekst: pdf (1 MB),
Str. 39 - 51
Larger production and offer of Slavonian kulen increases the competition between the producers of this product. The producers must consider the demands of their customers which can only be determined by means of market research.
The object of this research was to determine consumer demands related to Slavonian kulen in the Zagreb market. In June 2006, a research was conducted on a sample of 100 Slavonian kulen consumers in the city of Zagreb. These results were compared to a similar study conducted in 2002. The results were analyzed using univariant statistical analysis. The results of this research can be used by producers to make marketing plans and by researchers to plan for future research on this product and its consumers.
Slavonian kulen, consumers, survey
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