ISTRAŽIVANJE ZNAČAJA IMIDŽA U MLIJEČNOJ INDUSTRIJI
RESEARCH ON THE IMPORTANCE OF IMAGE IN THE DAIRY INDUSTRY

Summary/Abstract: There are many providers of similar products on the today market, where it is difficult to see the distinctive features of the product. Therefore, the image appears to us as a guide and an important element for noticing the differences among many products. The effort and time used in shopping today are becoming more and more important and valuable, so because of that, a roadmap should appear that will make it easier for consumers to buy, this roadmap is often just an image. The competitiveness of a company depends, among other things, on a successful image, on the creation of its own sign of recognition, an original identity that will serve to distinguish its own product from many other competing products. It is important to create a positive image, using a quality product and various additional activities that will distinguish our company from a competitor, in the minds of consumers. Once formed, the image is not permanent, it can change, but this process requires great effort and significant time and financial expenses. The aim of this paper is to gain insight into the importance of image for consumers, with special emphasis on positioning the image of Mljekara Livno. Mljekara Livno is the largest cheese producer in Bosnia and Herzegovina, founded in 1970, while organized cheese production began in 1885. From those times until today, with its tradition and quality, it is present on the market of the region. and in the European Union market. The research was conducted by a consumer survey on the importance of image in the purchase of dairy products and positioning the image of the company Mljekara Livno. According to the results of the research, we come to the conclusion that the company Mljekara Livno has a positive image, as well as that the company’s brand image is important for consumers when buying dairy products. The results of this research also indicate that only companies that systematically build a positive image improve the business results of companies.

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