Journal of Food, Agriculture and Environment

What influences consumer’s food purchase in Slovenia

Author(s):

Marijan Pogačnik ¹, Dragan Žnidarčič ^2*

Recieved Date: 2010-12-10, Accepted Date: 2011-03-28

Abstract:

The main objective of this study was to establish the factors which potentially influence food purchasing of Slovenian consumers. For this study, web survey was carried out between 1^st November and 31^st December 2009. Survey sample consisted of 251 respondents from various parts of Slovenia. The questionnaire was developed to analyse consumers’ socio-demographic characteristics, monthly income and food purchase decision-making. The majority of respondents were male (76%) and held university degree (68%). The proportion of respondents with monthly income between 600 and 1,000 EUR was 41%. More than one third of respondents, of which 76% were female, reported their monthly food expenditure of over 200 EUR per family member. The largest share of respondents (43%) spent from 20 to 30% of their monthly income on food. In terms of search for food information, the respondents most frequently chose «friends and acquaintances», «newspapers and magazines» and «web pages», whereas option of «in-store food promotions» was chosen less often. In the area of consumers’ inquisitiveness concerning food, responses suggested that participants were predominantly interested in food quality. Regarding food purchase decision-making, «familiar» and «Slovenian product»emerged as dominant factors, whereas product price was considered less important. Correlation analysis showed significant positive correlation between organic food production, organic product purchase and searching information on food from television and radio. In regards to searching information on food principle component analysis highlighted three distinct factors which affect food purchase decision-making: labelled awareness, inquisitiveness and loyalty.

Keywords:

Foodstuffs, consumer decision, marketing, questionnaire, Slovenia

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Journal: Journal of Food, Agriculture and Environment
Year: 2011
Volume: 9
Issue: 2
Category: Food and Health
Pages: 27-32

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