This study analyzes consumer preferences for wine in Prishtina, Kosovo – a transition country in the Balkans, which is making efforts to withstand to the competition pressure from the traditional neighboring wine producing countries. With the changes in life style and consumer behavior, and incomes rising rapidly since the last conflict, it is imperative to survey the changing demand for producers to compete in the domestic markets. Conjoint Choice Experiments were used to evaluate wine consumer preferences based on wine type (white vs. red), origin (domestic vs. imported), taste (sweet vs. dry) and price. Four distinct classes of consumers were identified. The top two important attributes in the choice of wine are the type and origin but preferences vary across groups – type of wine and origin appear far more important when compared to price, especially for the richest identified segment, whose consumers prefer more expensive wines.
In our study, we used consumer behavior to study the buying and consuming patterns for milk and dairy products for households in Kosovo. The study uses data collected from consumers of milk and dairy products. Data obtained from the field were recorded and analyzed with the SPSS statistical program. The results of this study show that the date of production and the content of milk and dairy products are the most important factors that consumers consider when purchasing milk and dairy products. Moreover, supermarkets are the favorite place of supply for milk and dairy products for consumers. Consumers are most likely to buy milk and dairy products twice a week.
In this study, consumer’s behavior in the Kosovo in respect to beef meat was studied using different socio-economic variables assessed by so-called evaluation criteria as: “very important”, “important”, “same”, and “less important”. The overall objective of the study was to analyze the consumer behavior in regard to beef meat in Kosovo and possibly identify effects of different variables on consumer decision upon purchase of beef meat. Beef meat was perceived differently at various types of purchasing places. Important socio-economic variables explaining individual respondent differences in consumer behaviors regarding purchase of beef meat involved in our study were: price, label, package, quality, trust, and origin of the product, gender of consumer, monthly family income, family member size, employment status of respondents, different regions in Kosovo. Perceived quality, price and trust of the beef meat product were significantly more important (P < 0.05) than all other characteristics no matter of gender, family size, respondent region, monthly economic income or other issues. Supermarkets and retail story’s are the preferred place for buying beef meat for all family size groups ranging from 46.10% - 72.06%, respectively. Conclusions derived from the analysis suggest that assessment of consumer’s behavior through evaluation criteria can contribute to a better understanding of consumer behavior in respect of beef meat and will have positive impact and improve linkages between farmers, traders, processors and consumers as last part of this chain in Kosovo
Eggs are a traditional food with a high consumption per head even in economically developed countries with high living standard. Due to “cholesterol phobia” efforts were made to decrease the cholesterol content in the egg, but without success. Thus began research to improve the nuntrional quality of eggs, reposition them in safety and healthy food products. Today in markets there are organic eggs, vegetarian, nutrient enhaced eggs (omega-3, vitamin enhanced), for what is in order to expected increase of consumption. Consumption of eggs depends on various factors such as economic, cultural, religious, habits of feed and so on. Knowledge of these factors, as well as the opinions, views, preferences of consumers regarding eggs, nutritional values, will help in development of thr relevant marketing programs, that would be successful and profitable. Kosovo has less than two million inhabitants, with an egg consumption per capita of 180 eggs per year.This paper will treat consumer behavior at the Kosovo market of eggs, based on data collected from the field research
Considering marketing as main contributor to the contemporary development, it has encouraged us to raise discussion regarding the role of the marketing in business decision-making and economic development as a whole. The concept of marketing is becoming a necessity tool for survival and the development of different business enterprises. The main objective of the study was to find out about the level at which Kosovo enterprises understand and apply marketing and how do they distinguish marketing from advertising. Moreover, the study seeks for Kosovo households' opinion on marketing and advertising, if they distinguish it from advertising, and how the advertising influences the household behavior in buying decision making. A sample size of 150 businesses and 150 household, covering the whole Kosovo regions were interviewed and analyzed. The results of the collected data were processed and analyzed using Statistical Program for Social Sciences (SPSS).Out of 46% of the total surveyed businesses considered that adv is same as marketing .About 64% of surveyed households declared that adv is done for the products of low quality, but 62% of businesses consider adv necessity even for products of best quality. Surveyed households, about 63% declared that their bought has been based on previous purchases, 17% on sellers' statement and 20% on adv basis. The share for promotion by some Kosovo agriculture businesses is from 4% to 20% of the profit, increasing the selling from 3% to 10%.
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