MARKETING RESEARCH ON CONSUMER PREFERENCES FOR BREAD AND PASTRIES

This marketing research analyzes consumer preferences for bread and pastry products, in context of growing concerns about healthy eating and quality of the ingredients used. It was investigated the evolution of bakery market in Romania, highlighting consumer trends and preferences for artisan, whole-meal and additive-free products. It was also examined two representative companies in mentioned sector, analyzing their financial performances and strategy for adapting to market requirements. The performed study shows that consumers are increasingly interested in perceived healthier franzel products, motivated by desire to consume products with natural and health-promoting ingredients. Buying behavior indicates that the most consumers purchase bread from supermarkets and specialized bakeries, focusing on freshness, quality and value for money. Certifications and clear labeling of the ingredients are considered important, while bakery products without preservatives and additives are perceived as having more positive impact on health compared to conventional ones.

KEYWORDS / КЉУЧНЕ РЕЧИ: 

Bakery market, Romania, consumer’s preferences

ACKNOWLEDGEMENT / ПРОЈЕКАТ:

This research was partially conducted as a result of the Erasmus+ mobility of Paica Marian-Al-exandru at the Institute of Agricultural Economics, Belgrade, Serbia. The mobility took place from December 7, 2025, to December 13, 2025.

REFERENCES / ЛИТЕРАТУРA:

• Bradley, N. (2010). Marketing Research: Tools and Techniques.
• Burns, A. C., & Veeck, A. (2025). Marketing Research (10th ed.). Pearson.
• Callegher, J. , Kellershohn, J., & Langschmidt, T. (2021). Marketing Research for Marketers. Pearson.
• Cătoiu, I. (ed.). (2009). Marketing Research: Treatise. Bucharest: Uranus Publishing House.
• Cătoiu, I., Bălan, C., Onete, B., Popescu, I. C., & Vegheș, C. (2004). Methods and Techniques Used in Marketing Research (2nd rev. ed.). Bucharest: Uranus Publishing House.
• Constantin, C. P., & Tecău, A. S. (2013). Introduction to Marketing Research. University Publishing House.
• Homburg, C., Klarmann, M., & Vomberg, A. (eds.). (2022). Handbook of Market Research. Springer.
• Malhotra, N. K. (2019). Marketing Research: An Applied Orientation.
• Pop, N. Al., Roman, M., Săniuță, A., & Petrițoaia, C. (2012). Relational marketing in support of sustainable development and organizational changes in the Romanian business environment. Amfiteatru Economic, 14(32), 271–286.
• TopFirme.com. (n.d.). FORNETTI ROMANIA S.R.L. https://www.topfirme. com/afacere/fornetti-romania-s-r-l-/23gg3g2dkg/ (accessed on 2025-04-03).
• TopFirme.com. (n.d.). VEL PITAR SA. www.topfirme.com/afacere/vel-pitar-sa/37i5yh78pr/ (accessed on 2025-04-03).
• Tull, D. S., & Hawkins, D. I. (1993). Marketing Research: Measurement and Method.