CONSUMER BEHAVIOR RESEARCH IN FOOD BRAND FORMATION IN THE DIGITAL ECONOMY

Abstract

In this paper has been analyzed consumer behavior research in food brand formation in the digital economy. According to the author customer perception of product quality cannot be limited to emotional attributes. Safety, utility and costs should also be taken into consideration as key factors. In this research was made questionnaire surveys based on qualitative research. According to results, strength of the correlation is related to the width of the scale, meaning that a wider scale strengthens the discovered correlation. Thus, a broader scale allows for the identification of relationships between variables that are not evident on a narrower scale and is therefore more useful for research purposes. However, taking into account that evaluation on the basis of a 10-point scale creates inconvenience for customers, as well as taking into account the large number of variables, it is appropriate to use a 5-point scale. Thus, as the integer value for each variable increases from one to five, the satisfaction measure increases. Since all questions are structured in the same direction, so a higher value always means a better evaluation of brands, the results of the statistical analysis will be easy to interpret. Summary, the brand campaigns operating in the milk and dairy products market have not reached the level of international competition among brands. Enterprises aiming to form national brands of milk and dairy products should set strategic goals aimed at solving the main problems obtained based on the results of the analysis.