IDENTIFYING CONSUMER SATISFACTION WITH THE FOOD PRODUCTS OF A SUCCESSFUL BRAND

Abstract

The paper aims to identify consumer satisfaction with the food products of a successful brand, therefore, starting with the presentation of theoretical notions on brand and consumer behaviour, and ending withthe research methodology, results interpretation, conclusions and recommendations. The research was conducted in the form of a questionnaire-based survey, thus a casual inquiry based on the elaboration of aim, objectives, hypotheses and methods of information collecting and systematizing. The results processing and interpretation wasrealized on the basis of the processed information with the help of the percentage method, semantic differential scaling methods and the Likert's. Based on the results of the research, in order to increase demand and purchase frequency, and to increase consumer loyalty, in the last part of the paper some recommendations were developedfor Carrefour Classic brand products regarding increasing and diversifying the offer, avoiding misleading price discounts, redesigning the packaging and visual brand identity, raising quality standards, using intensive promotion and price promotion techniques, associating the brand name with an advantage to increase consumer awareness and brand loyalty, and ensuring a superior brand positioning on the market. The implementation of the recommendations made should lead to high consumer satisfaction with Carrefour Classic brand products.

Keywords

• brand
• consumer
• satisfaction
• brand awareness
• consumer loyalty
• food products