Izvorni znanstveni članak

Consumer attitudes about “Nektar” brand

Nemanja Jalić orcid.org/0000-0002-3094-5289 ; Univerzitet u Banja Luci, Poljoprivredni fakultet, Bulevar Vojvode Petra Bojovića 1A, Banja Luka
Aleksandar Ostojić orcid.org/0000-0001-6923-7602 ; Univerzitet u Banja Luci, Poljoprivredni fakultet, Bulevar Vojvode Petra Bojovića 1A, Banja Luka
Željko Vaško orcid.org/0000-0002-6655-8432 ; Univerzitet u Banja Luci, Poljoprivredni fakultet, Bulevar Vojvode Petra Bojovića 1A, Banja Luka

Sažetak

Research on the beer market and beer consumer behavior in Bosnia and Herzegovina and the Republic of Srpska are very rare. The beer “Nektar” is one of the most significant brands in the City of Banja Luka and the Republika Srpska, and this statement is supported by a large market share, long tradition of beer production, and history of existence. The main objective of the research was to investigate consumer attitudes towards its main attributes (perceived quality, loyalty, awareness and brand associations). The data required for this research was collected by a face to face interview, using structured questionnaire. Data processing was carried out using the methods of descriptive statistics, non-parametric tests depending on the collected data. The data were analyzed by using software IBM SPSS Statistic 22. The results of the study of the brand variables show that the quality and popularity of “Nektar” beer are satisfactory, while consumer loyalty and association with the “Nektar” brand are rated average.

Ključne riječi

Nektar, percieved quality, loyalty, awareness, associations

Hrčak ID:

269939

URI

https://hrcak.srce.hr/269939

Datum izdavanja:

25.12.2021.

Podaci na drugim jezicima: hrvatski

Posjeta: 694 *