Acta Univ. Agric. Silvic. Mendelianae Brun. 2013, 61, 2255-2259

https://doi.org/10.11118/actaun201361072255
Published online 2013-12-24

Regional differences of consumer preferences when shopping for regional products

Jitka Kalábová, Stanislav Mokrý, Jana Turčínková

Department of Marketing and Trade, Mendel University in Brno, Zemědělská 1, 61300 Brno, Czech Republic

This paper presents partial results of a research on consumer preferences when shopping for groceries. It is focused on regional products and consumer preferences in relation to the country of origin of food products. The main objective of this paper is to find the existence of spatial relationships between spatial deployment of regional products and consumer preferences for regional products. It will be necessary to create a data model for monitoring the deployment of regional products and also a data model for tracking important indicators of consumer behavior in all regions of the Czech Republic. The results are based on questionnaire survey that was conducted within the period from October 2010 to January 2011 on a sample of 3767 respondents from the Czech Republic, via both online questionnaires and their printed version. For the data collection the questionnaire system ReLa, developed by the Department of Marketing and Trade at Faculty of Business and Economics at Mendel University in Brno, was used. Data was processed with statistical software STATISTICA (ver. 10). Spatial visualisation was processed with GIS software ArcGIS (ver. 10.1). Preferences for food of Czech origin were analysed in relation to identification criteria. The research results show that the origin of food has an important role in consumer purchase decision-making. There is no significant difference in importance of this factor based on gender of consumers, however, we could prove moderate dependence on respondent’s occupation, education and age. We could also experience regional differences in levels of preferences of local products or products of Czech origin in regard of 14 regions of the Czech Republic. χ2 (N = 3767) = 245.25; p < 0.001. Value of Pearsons coefficient of contingency is 0.334.

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