engleski

Puffed Pastry Products Sales Promotion Using the Marketing Management Model Based on the Analysis of Consumer Attitudes

Bread and other bakery products belong to basic foods. The size and relative stability of the market has created the belief that a bakery is a secure and profitable business operation. An additional argument for such an idea lies in the possibility to engage in different illegal activities and thus increase the profits, i.e. make up for losses resulting from erroneous decisions. The situation, however, has been gradually changing. In today's dynamic business environment characterized by increased competition, the bakery owners, i.e. managers face new challenges. If they wish to survive and grow, they have to have a good objective understanding of the market and react promptly to its demands and changes. Analyzing consumer attitudes is a crucial, indispensable activity aimed at increasing sales. The marketing management model presented in this paper was used to research puff pastry consumers. The results obtained through its implementation are the basis for making adequate business decisions. Adequate methods of descriptive and inferential statistics were used to analyze the collected data.

marketing management model; decision; sales promotion; consumer attitudes; statistical analysis

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