MARKET ORIENTATION OF AGRICULLURAL AND FOOD PRODUCERS ACCORDING TO NEEDS OF CUSTOMERS

In modern conditions of economic system development foods’ production is mostly directed to the needs of market. These market-oriented producers who use market investigation methods and try to improve supplies on the market by their products, arelikely to succeed in the time to come. On food products market, where supply and demand interact, consumers are an important subject because of the existing relationship. Consumer pilot was investigated (42 year old buyers-consumers on the average). It was established that 66.34% of them buy products several times a week, 62% check when shelf life expires, whereas 16.83% pay attention to the content of food products. 76.24% consumers require that some food products they buy should be produced by specific producers. According to their opinion, the data on origin the product is illegible. 59.40%customers find Croatian products to be of lower quality and higher prices; only 13.86% of them buy rather home products than imported ones. The analysis of buyers-consumers’ opinion shows that in terms of domestic products promotion, advertising and packing are poor (33.66%) whereas their quality is low andprices higher (29.70%).