Zrinka Knezović Faculty of Agriculture and Food Technology, University of Mostar

Paulina Šaravanja Faculty of Agriculture and Food Technology, University of Mostar

Nikola Micic Faculty of Agriculture, University of Banja Luka

DOI: 

https://doi.org/10.7251/AGREN1701047K

Abstract

Customer satisfaction affects consumption and preconditions their repurchase. The study was conducted through a questionnaire on four selling places in Mostar, from August to September (fresh figs) and November-December (dried figs) in 2015 on a sample of 250 respondents of different sex, age and education randomly. The goal of the interviews was to determine the attitudes of consumers towards the purchase or what features affect selection the most. The questions in the questionnaire were closed. The collected data were statistically analyzed with SPSS software, using the descriptive statistical methods, chi-square test and strength of relationship by the coefficient of contingency. The results showed a relative customer satisfaction with selection of products, information about the origin and location; important when choosing are the organoleptic properties and consumer habits, but there are also differences in socio demographic characteristics. The results will provide a background for future program design according to customer requirements.