The paper provides findings about how packaging of healthy foods is perceived by consumers. The primary data were collected by eye-tracking using the SMI RED 250. This investigation analyzed 12 healthy products and it was completed by 50 respondents. This method was supplemented with in-depth interviews with the same respondents who participated in the eye-tracking research. A questionnaire survey (n = 261) was also a part of the research. Based on these two methods, real and declared consumer behavior can be recognized and the differences between these behaviors can be identified. The main interest was to determine which package attributes of healthy foods are the most interesting according to consumers. The research shows that the most attention in terms of information is devoted to nutritional value, food composition and also country of origin. Furthermore, the attention was focused on the most suitable packaging materials for various kinds of products as well as colors used on the packaging of these foods. The results provide valuable information to create an attractive and effective packaging of healthy products.
After 1989, there were significant changes in food consumption, both in volumes and structure. These changes happened due to various factors. The most important factors with influence on demand and food consumption were: development of income levels of Czech inhabitants, development of consumer prices of food and non-food products and services, offer and availability of products on the market, advertising and promotion, health education, joining the EU. Besides the above mentioned factors, an impact on consumption also have such factors as quality development, extent of self-provision with food products, or the degree to which the needs are satisfied. The fundamental influence on consumption has the development of consumer prices of food and capital goods and services in relations to development of incomes, thus buying power. In the last few years, there was a visible tendency to decreasing influence of prices on food consumption. The paper focuses on the development of consumption and changes in consumption patterns, motivation and attitudes. Presented data are based on the marketing research conducted by the Department of Marketing and Trade, Mendel University in Brno, in fall 2004.Key words: staple food, consumption, consumer behavior, marketing research, Czech Republic Abstrakt: Příspěvek se zaměřuje na vývoj spotřeby základních potravin a změny v nákupních zvyklostech, motivaci a postojích. Prezentovaná data vychází z marketingového výzkumu realizovaného Ústavem marketingu a obchodu, Mendelova univerzita, na podzim 2004. Po roce 1989 došlo k významným změnám ve spotřebě potravin, a to jak z hlediska objemu, tak i struktury. Tyto změny byly zapříčiněny řadou faktorů. Mezi nejdůležitější faktory, které ovlivnily poptávku a spotřebu potravin, patří: vývoj úrovně příjmů obyvatel, vývoj spotřebitelských cen potravinářských a nepotravinářských produktů a služeb, nabídka a dostupnost výrobků na trhu, propagace, zdravotní osvěta, vstup ČR do Evropské unie. Mimo uvedené faktory mají na spotřebu vliv vývoj kvality, rozsah samozásobení či stupeň nasycenosti potřeb. Spotřebu zásadně ovlivňuje vývoj spotřebitelských cen potravin a kapitálových statků a služeb vzhledem k vývoji úrovně důchodů, tedy kupní síla. V několik posledních letech se projevuje tendence klesajícího vlivu cen potravin a spotřebu. Z výsledků šetření vyplynulo, že pro spotřebitele je rozhodující při nákupu základních druhů potravin, jako je chléb a bílé pečivo, maso k přípravě pokrmů, mléko, máslo, vejce, a nápojů, minerální vody, pivo, čaj a káva, zvykové chování. Pro výrobce jsou důležité informace a zjištění, že spotřebitel je ovlivněn novinkami, inovacemi a reklamou u takových potravin, jako je sladké a trvanlivé pečivo, jogurty a sýry, salámy a masové konzervy a polotovary, z nápojů pak čaj, víno a minerální vody. Spotřebitelé, kteří jsou ovlivněni péčí o svoje zdraví, nakupují cereální pečivo, ryby a drůbež, jogurty a sýry a z nápojů minerální vody. Při zkoumání důvodů změn nákupního chování je důležité zjištění, že změny chování a jej...
Czech Republic has experienced significant changes on the market with food in last two decades. The paper presents summary of results of conducted analyses focusing on changes in levels of most important food categories, changes in consumer preferences, and suggests what trends we can expect in the near future. The analyses were based on date from Czech Statistical Office Yearbooks, EUROSTAT, INCOMA and GfK, and data from primary researches conducted on sample of total 2522 households in the Czech Republic through questionnaire researches in 2005, 2006 and 2007. The results show that in the Czech Republic, the ratio of expenditures for food out of total consumer expenditures is slowly decreasing and advances to (still lower) level typical for traditional EU countries. We have experienced growth of demand for products with higher added value; customers put more emphasis on perceived quality, longer durability and special product characteristics. Czech consumers increase their consumption of vegetables and fruit, bottled beverages, wine and alcoholic beverages, cheese, they decreased their consumption of meat (in total), milk and potatoes, stagnation was typical for bakery products, sugar and fats and oils. Development in all social classes was very similar. For the future, we can expect growing interest for food products in smaller packages and targeted at specific needs, growing demand for food products with higher added value, consumption of food formerly unusual for the Czech, more frequent out-of-home eating, and growing differences between individual segments of social groups, mainly due to uneven income distribution.
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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