Characteristics of Consumers' Behavior in Shopping of Food Products in the Market of Bosnia and Herzegovina

The aim of the study is to systematize factors influencing consumers' decisions relating to the purchase of food products in Bosnia and Herzegovina (BiH), to determine their importance for consumers and establish consumer perception of domestic food products in relation to the imported ones on BiH market. In the paper, factor analysis was used which showed that the first factor included a group of quality-related features. The second factor includes features related to the brand image, i.e. its market positioning. Although BiH has a much lower level of living standard than developed countries, the price is not the main criterion when deciding about purchasing food products. In addition, research results show that there is a high level of consumer confidence in domestic food products in BiH.