Consumer preferences about fruit brandies
DOI:
https://doi.org/10.7251/ZARS2401257JKeywords:
fruit brandies, consumer preferences, multi-criteria assessment, AHP methodAbstract
The main goal of this research was to determine the preferences of consumers in the Republic of Srpska regarding the most commonly consumed fruit brandies, for which there is a centuries-old tradition of consumption and production. The research focuses on fruit brandies from plums, apples, pears, apricots, grapes, quince, honey, and herbal ingredients. Primary data were collected through online surveys based on a structured questionnaire. Secondary data on production and consumption, as well as consumer preferences in other markets, were also utilized in the study. Basic mathematical-statistical methods such as frequencies, average, mode, median, range, and coefficient of variation were employed in MS Excel. In addition to these, the Analytical Hierarchy Process (AHP) method was selected for determining the importance of factors such as color, taste, alcohol content, brandy type, and smell. This method was applied in the Expert Choice program, where the consistency of all obtained responses was initially tested. The preferred brandy color among respondents is yellow-brown, with an alcohol content of 41-43%. The most preferred and highest-rated brandies are plum brandy and grape brandy, followed by apricot and quince brandy, while other types of fruit brandies are less desirable. Homemade brandies are significantly more desirable compared to industrially produced ones. The most crucial factors in the purchase and consumption decision-making process are taste, brandy type, and alcohol content. Less important factors are smell and color.
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Copyright (c) 2025 Nemanja Jalić, Jovana Аntelj, Aleksandar Baćević, Milan Ivković, Nikolina Ćerketa, Željko Vaško, Aleksandar Ostojić, Branko Drljača, Petar Nikolić
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