Analysis of consumer behavior with regards to milk brands in Kosovo

Abstract

The dairy sector in Kosovo is one of the most promising and fast-developing in agriculture by contributing in employment and improving the rural family income. However, there is a little scientific research done for the behavior of its citizens as consumers. The dairy sector is dominated by milk, white cheese and yogurt. The most dominated brand milk in Kosovo market are Vita, Alpsko. Sole, Albi and Farm-gate milk. Brands are very important in the business. They are combined between consumers and the company, and the consumer may develop loyalty toward brands. This study attempts to examine consumer behavior in regard to milk in Kosovo, the factors that influence in consumer decision and to explain that trust factor developing a brand loyalty. The factors hypothesized to influence the consumer decision and trust in brands are salient beliefs including taste, health safety, dietary values, price, advertising, brand image and product of origin. These factors have a significant impact in consumer brand choice and brand trust. The research method used in this study was quantitative, based on the Theory Reasoned Action model which was generally modified according to the research. The research model provided a conceptual framework for the study and the model served as an analytical tool in data analysis. Inductive analysis allowed the discovery of additional aspects and relationship between salient beliefs, brand choice, trust and brand loyalty. This study explored that the brand choices reflect different degrees of trusts and loyalty and the relative and absolute trust are determinants of brand loyalty. In this research were also determined the factors that influence in choosing a milk brand.