Lietuvos gyventojų preferencijos renkantis lietuviškus produktus tyrimas

LTStraipsnyje analizuojami prekės ženklo pasirinkimo teoriniai aspektai ir tiriami Lietuvos gyventojų pasirinkimai renkantis lietuviškus gaminius. Mokslinės literatūros analizė parodė, kad prekinio ženklo pasirinkimas reiškia prekės ženklo priėmimą ir teikiamą pirmenybę prieš kitus tos pačios kategorijos produktus. Prekinio ženklo pasirinkimas yra stipresnis prekės ženklo lojalumo matas. Lietuvos gyventojų preferencijos renkantis lietuviškus produktus parodė, kad šiek tiek daugiau nei pusė respondentų pirmenybę teikia lietuviškoms prekėms. Daugiausia respondentų renkasi lietuviškus mėsos ir žuvis produktus, pieno ir duonos gaminius bei grūdinius gaminius. Raktiniai žodžiai: prekės ženklo preferencija, prekės ženklas, prekės ženklo privalumai ir trūkumai, lojalumas prekės ženklui.

ENIn the 21st century, companies are making a plethora of marketing solutions for commodity-related solutions. Loyal customers are at the heart of such decisions. Loyal customers ensure business success and help businesses grow sales. The primary goal of the company is to meet the needs of consumers. Satisfied consumers are the ultimate goal as they thank the company for its products. Brand preference is when you choose a particular company’s product or service, when you have other brands, at equal prices and affordable options. Brand choice reflects customer loyalty, successful marketing tactics and brand strengths. Brand preference is a measure of brand loyalty, where the consumer chooses a particular brand in competition with the brands, but will accept substitutes if there is no such brand. Preferences mean certain features that each consumer wants to have in a product or service that is acceptable to the consumer. This can be happiness level, satisfaction level, product availability. Brand selection shows which brands are preferred based on price and availability. Branding tools try to measure the impact of your marketing activities on your customers and potential customers. The topic of brand preferences when choosing Lithuanian goods is new and little explored. Lithuanians like Lithuanian brands. This is especially noticeable in the food and beverage categories, says L. Ramonienė (2020). "By carefully analyzing why consumers choose a Lithuanian brand, we do not find very clear reasons. The choice of a Lithuanian brand is dominated by the same reasons as when buying brands from other countries: more efficient price-quality ratio, positive brand experience, safer product composition and simply higher product value. The only really different criterion when choosing a Lithuanian brand is pride in the country ”.Laurynas Vilimas (2020), the head of the Lithuanian Association of Trade Companies (LPĮA), notes that Lithuanian brands maintain strong positions, and in some categories remain leaders for years. There is a lack of scientific articles in the Lithuanian scientific literature that would analyze the preference of Lithuanian goods. Foreign scientists Bronnenberg B., J., Dube, J., P., H., Gentzkow. M. (2012), Kokemuller, N. (2020), Isik, A., Yasar, M., F. (2016) examined brand country preference in their articles. This article analyze theoretical aspects of brand preference and research of the preferences of the Lithuanian population in choosing Lithuanian products. The object of the research is Lithuanian population. The subject of the research is the preferences of the Lithuanian population in choosing Lithuanian products. The paper uses methods of scientific literature analysis, method of comparison and questionnaire survey. Scientific literature analysis has shown that brand preference means that the brand is accepted and preferred over other products in the same category. Brand preference is a stronger measure of brand loyalty. The customer will favor the brand over competitive offers and will purchase this brand if possible.The research of the Lithuanian population's preference for Lithuanian products analysis has shown that slightly more than half of the respondents prefer Lithuanian products. Most respondents choose Lithuanian meat and fish, dairy and bread products and cereals. Among non-food products, respondents mainly buy Lithuanian clothes and cosmetics. More than half of the respondents are loyal to the brand. The majority of respondents choose Lithuanian products, because they are of better quality, have good value for money and are environmentally friendly. Respondents believe that discounts could encourage the choice of a Lithuanian product. The analysis of the survey data revealed that most of the respondents recommend the purchase of Lithuanian goods by family members. The vast majority of interviewees tend to trust the recommendations.