Ajvar in Focus on Branding Based on Consumer Habits

Ajvar in Focus on Branding Based on Consumer Habits

The aim of this study is to identify guidelines for the branding of the Serbian product "Ajvar" based on research on consumer attitudes and habits. Methodologically, the research was conducted by surveying 186 respondents from Serbia and interviewing the manufacturer. A SWOT analysis...

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Bibliographic Details
Main Authors: Dragana Đurić, Marko Pavlović, Milena Ilić, Miodrag Simić
Format: Article
Language:English
Published: University Business Academy, Faculty of Economics and Engineering Management, Novi Sad, Serbia 2025-02-01
Series:Journal of Agronomy, Technology and Engineering Management
Online Access:https://www.fimek.edu.rs/downloads/casopisi/jatem/issue/v8_1/14_(14)_J_Agron_Technol_Eng_Manag_2025_8(1)_1437-1447._httpsdoi.org10.55817RETB8837.pdf
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