Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59(2), 371-376 | DOI: 10.11118/actaun201159020371

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).

Grants and funding:

This research has been supported by the internal grant of MENDELU No. 53/2010 and also by VZ MSM 6215648904, subproject 03 "Development of relationships in the business sphere as connected with changes in the life style of purchasing behavior of the Czech population and in the business environment in the course of processes of integration and globalization."

Received: December 17, 2010; Published: July 7, 2014  Show citation

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Turčínková, J., & Kalábová, J. (2011). Preferences of Moravian consumers when buying food. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 59(2), 371-376. doi: 10.11118/actaun201159020371
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