Work

Preferences of Moravian consumers when buying food

Year: 2014

Type: article

Abstract: The paper presents results of research of preferences of Moravian consumers when buying food. The research focuses on characteristics of consumer behavior on the market with food, the preferences of product characteristics, price characteristics, convenient distribution and influence of selected marketing communication tools. The data collection was conducted via questionnaire in April through June 2010 on a sample of 2017 respondents by a research team of Department of Marketing and Trade at FBE MENDELU in Brno. The results suggest that Moravian consumers prefer retail stores with fresh food (mean = 7.99) and wider assortment (7.71), their choice of outlet is also influenced by the convenience of its location - the most preferred are the ones nearest to respondents' homes or job (7.31), nevertheless, there is greater variability in level of agreement with this behavior among respondents. Respondents develop a certain level of loyalty, most of them have their favorite store and do no alternate much (7.26). However, they tend to be as savvy as possible (6.89) and take their time to consider their final choice (6.52).

Source: Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

DOI: 10.11118/actaun201159020371

Authors: Jana Turčínková, Jitka Kalábová

Institution: Mendel University in Brno

Language: Latin

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: diamond

Funder: Mendelova Univerzita v Brně