ISSN: 2474-8846
Authors: Prodanovic R*, Gardašević Živanov J, Ivanišević D, Jahic A and Ilic D
The aim of the work was to determine how much consumers are aware of the benefits of whole grain products, and whether and how this awareness affects their buying habits. Primary data were collected through a survey questionnaire (non-random sample), then processed in Excel and presented graphically. The results show that the majority of respondents are aware of the benefits of whole grain products and that this awareness greatly influences their purchasing habits. In addition, consumers are influenced by lifestyle, product taste, health benefits, tasting, advertising, price and other people's opinion about the product, etc. Those who answered that they do not consume whole grain products cited the high price as the main reason. They have received information about the benefits of whole grain products from family, relatives, friends, acquaintances, Internet experts and colleagues, but they still lack information. Also, promotion largely creates consumer awareness. Price reduction, tasting, improved taste and promotion would contribute to greater realization of whole grain products. Creating educational campaigns about the benefits of whole grain products would encourage consumers to buy more of them, which would increase their production and have a positive impact on public health.
Keywords: Whole Grains; Consumer Behavior and Buying Habits
