Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59, 371-376
Published online 2014-07-07

Preferences of Moravian consumers when buying food

Jana Turčínková, Jitka Kalábová

Ústav marketing a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika

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).


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