Consumer preferences towards imported food products in the Republic of Srpska

Abstract

The research of preferences towards imported products, primarily food products, is very current in marketing research and studies today. In various studies, evaluations of specific attributes of imported food products were taken as factors that determine preferences towards imported food products. The subject of this research is to investigate the influence of consumer evaluations according to various attributes of food products, such as quality, price, brand, design, and packaging and packing, on the evaluation of preferences for imported food products in the Republic of Srpska. The population included in this research refers to the total population in the Republic of Srpska aged 18 and over. For the purpose of empirical research, a sample of 297 respondents in the territory of the Republic of Srpska was processed, out of which 195 respondents were female (65. 66%), and 102 respondents were male (34.34%) aged eighteen and over. After the primary data were collected, the processing and analysis of the obtained data were carried out. The analysis of the collected primary data was carried out on the basis of applied factor analysis using principal component analysis (PCA) methods. The results of the research that we obtained through the empirical part of the work showed that the ranking of the brand and design of food products with higher ratings are the determining attributes on the basis of which respondents rate imported food products as more preferred. The implications of the research results can be viewed through different prisms of observation (from the perspective of consumers, producers, competitors, and the public).