Please use this identifier to cite or link to this item:
Full metadata record
DC FieldValueLanguage
dc.contributor.advisorPapadopoulos, Philipen_US
dc.contributor.authorGojani, Shpendien_US
dc.descriptionBSc (Hons) in Marketing and management for the food industryen_US
dc.descriptionIncludes bibliographical references, charts and illustrationsen_US
dc.description.abstractThe 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.en_US
dc.formatHard coveren_US
dc.format.extent79 pagesen_US
dc.publisherPerrotis Collegeen_US
dc.publisherCardiff Metropolitan Universityen_US
dc.rightsAll rights reserveden_US
dc.rightsAttribution-NonCommercial 4.0 International*
dc.subjectWhite cheeseen_US
dc.subjectDairy sectoren_US
dc.subject.lcshDissertations, Academicen_US
dc.subject.lcshConsumer behavioren_US
dc.subject.lcshBranding (Marketing)en_US
dc.subject.lcshDairy productsen_US
dc.subject.otherPerrotis College - Dissertations - 2011en_US
dc.subject.otherInternational food and agribusiness management. Perrotis Collegeen_US
dc.titleAnalysis of consumer behavior with regards to milk brands in Kosovoen_US
local.description.statusNot publisheden_US
Appears in Collections:Dissertations

Files in This Item:
There are no files associated with this item.

This item is licensed under a Creative Commons License Creative Commons