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Ajvar in Focus on Branding Based on Consumer Habits

Year: 2025

Type: article

Abstract: 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 was used to synthesize the findings. The results indicate that the majority of respondents (96.8%) expressed a preference for domestic Ajvar, while price is the key factor when making a purchase decision (72.6%). The majority of respondents are ready to pay a higher price for Ajvar with the BIO label (56.5%). Also, consumers prefer mild varieties of Ajvar and indicate the need to reduce salt and additives to make the product healthier. It was concluded that the branding of "Ajvar" should focus on educating consumers about the importance of the brand, improving the visual identity, and promoting its traditional and healthy values. This strategy contributes to a more secure placement for producers and greater consumer confidence. The branding of Serbian Ajvar represents an opportunity for positioning on the domestic and international market, which encourages the preservation of cultural heritage and the promotion of local products.

Source: Journal of Agronomy Technology and Engineering Management (JATEM)

DOI: 10.55817/retb8837

Authors: Dragana Đurić, Marko Pavlović, Milena Ilić, Miodrag Simić

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: diamond

OpenAlex ID: W4408085795

FWCI:

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