Brand and Information on Confectionery Labels as Consumer Demand Factors

<p>This paper aims to identify the influence of two demand factors, such as brand and information contained on food packages in the case of the confectionery market. In the frame of this work it is interesting to determine consumer attitudes toward the brand and information on food packages in the purchase decision, namely what consumers are more focused choosing foods, on brand recognition or information contained on packages. To achieve the posed goal the author used the method of questionnaire survey to collect primary data, followed by the construction of multinomial logistic regression. The data was collected from 182 users of social network (vk.com, odnoklassniki.ru), which age group ranges from 16 to 60 years. Based on investigation results, it was revealed that the membership of respondents to the following groups:</p><ol><li>Consumers that focus exclusively on the brand;</li><li>Consumers that focus on the brand and on the information on food packages;</li><li>Consumers that focus exclusively on the information on food packages</li></ol><p>depends not only on the socio -demographic characteristics of consumers, but also on factors that characterize the level of consumer health , consumer attitudes toward advertising of food and consumer confidence in the brand .</p>