KEY FEATURES OF BRAND MANAGEMENT AND CUSTOMER BEHAVIOR IN THE MARKET OF FOOD PRODUCTS IN BOSNIA AND HERZEGOVINA

Beriz Čivić and Damir Ćilimković

Ekonomske ideje i praksa, 2022, issue 45, 47-61

Abstract: The paper analyzes the key features related to brand market positioning in the food industry companies and the key features of customer behavior in the market of food products in Bosnia and Herzegovina. The research goals presented in the paper are the following: 1) to establish the presence of certain branding strategies among the respondents in the food industry in Bosnia and Herzegovina; 2) to define the features that marketing managers deem important when positioning the brand in the market of food products; 3) to identify the features important for customers when making purchasing decisions in the market of food products. When it comes to the strategies of brand development pursued by the surveyed food producers in Bosnia and Herzegovina, the research results show that the most used is F-branding strategy, followed by C-branding and P-branding strategies, while the least used strategies are T-branding and PT-branding. The top 5 features that the marketing managers of the surveyed food producers see as most important when positioning the brand in the market are: quality, price, package, “healthy” product label, and tradition. The top 5 features that the customers on the market of food products see as most important when purchasing products are: quality, “healthy” product label, price, “made in BiH” label, and product similarity to a famous foreign brand.

Keywords: brand management; customer behavior; the market of food products (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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