Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63, 639-646

https://doi.org/10.11118/actaun201563020639
Published online 2015-05-10

Factors for Choosing a Point of Purchase of Meat Products

Martin Souček, Jana Turčínková

Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

This paper is focused on factors influencing consumers when choosing an outlet when shopping for meat products. This issue is very relevant in the Czech Republic as there were a number of problems and affairs in the food industry in the past period. Consumers begin to change their buying habits gradually and focus more on product quality. In the Czech Republic producers specializing in their production of meat products on quality have begun to improve their situation. The research results come from a questionnaire survey conducted in the Czech Republic (n = 1137). The data were processed with Statistica v. 11. Frequency tables, contingency tables and cluster analysis were used for the data analysis. Results show that in the Czech population a strong influence of price as a factor influencing a choice of point of purchase still prevails. Analyses focused on assessment of three hypotheses that were validated through decomposition into sub-hypotheses and application of contingency analysis. Measures of associations were examined in particular in relation to age category of respondents, household income, and level of attained education. In all cases, associations were identified for all three characteristics, the strongest associations were found particularly in the context of respondent’s age. The presented results show that managers of stores selling meat products should pay attention to a demographic structure of their customers and adjust their services and offer to their preferences.

References

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