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Impact of brand on the market acceptability food products

Adela Vileš ; Poljoprivredno prehrambeni fakultet Sarajevo, Sarajevo
Almir Toroman ; Poljoprivredno prehrambeni fakultet Univerziteta u Sarajevu, Sarajevo
Enver Karahmet ; Poljoprivredno prehrambeni fakultet Univerziteta u Sarajevu, Sarajevo

Sažetak

Brand doesn’t play quite good role in BiH market, and it has not been sufficiently researched neither has it been implemented to the required level. In the period of globalization and opening towards the neighbor countries, when the local products are faced with strong worldwide known brands, which have taken a part of their market share. In the case of food products and their quality, consumer focused on tradition and quality products, and marketing. Bearing in mind all the above mentioned domestic producers must implement appropriate marketing approach; the focus should be building a brand as a primary means of product differentiation. To confirm this is done the research aimed to test the influence of brand on the market acceptability of the sensory analysis of organized instant drinks (brand “Cedevita”, “Vitella” domestic instant drink “Nova Vita “). Instant drinks are prepared according to instructions on the packaging, and are served in plastic cups. Sensory testing was conducted in the laboratories of the Faculty of Agriculture and Food Sciences – University of Sarajevo, and the panel was composed of 26 trained assessors. Auditors have used the “open” and “closed” method of testing. Primary data were collected through the jury leaves. Factorial analysis revealed a statistically significant impact of the brand on sensory evaluation of beverages examined. They conclude that brand ‘’Cedevita” had an impact on assessors, because in open tasting obtained significantly higher ratings. If we look at the non / existence of brands in BiH and the causes of this, we can say that small studies of this type can be useful to manufacturers who care about brand development in BiH.

Ključne riječi

brand; market acceptability; open/closed tasting; Cedevita; Nova Vita

Hrčak ID:

130179

URI

https://hrcak.srce.hr/130179

Datum izdavanja:

1.6.2012.

Podaci na drugim jezicima: bosanski

Posjeta: 2.552 *