In spite of geographical and culture differences between examined countries, there can be found similarities in consumer behavior of men and woman and also the similar tendencies on the dairy product market. In the last decade different fields of science concerns with the topic of gender differences more frequently. The article is based on a research of consumers' overall attitude to dairy products in Slovakia and Russia. The important role of gender differences underlines the outcomes of the questionnaire survey. Kruskal-Wallis test and Bonferroni correction was applied to verify the hypothesis whether there is a dependency between gender of the respondents and their attitude while choosing the dairy products in both countries. Analysis showed that in both countries women tend to buy dairy products more often than men. Also consumers prefer more domestic products, but Russian not as significantly as Slovakian. In both countries consumers consider the price of dairy products as high, but they don’t outline the price as the most important factor when choosing dairy products. At the same time, both genders consider quality as the most important factor. These results indicate the existence of a niche at the Russian market, which could be used by Slovak dairy producers who can possibly penetrate Russian market. In addition, the similar marketing strategy for both, Slovak and Russian market can be used if the advertisement will be sensitively focused on the gender.
The aim of the article is to analyse the dependency of selected factors (age category, level of income and gender) on consumers' willingness to buy organic dairy products. The primary research based on the electronic interview survey carried out on the sample of 203 Slovak respondents of all ages, in different social situations and with different views on the issue. The questionnaire consisted of seven sorting questions and six questions addressed consumers' perception of organic dairy products and the reasons for their purchase or rejection. For evaluation the Chi square test of square contingency was used. Results were sorted into tree parts. The aim of the firts part of research was to find out whether there is a dependency between the age category of the respondents and whether they are buying organic dairy products. Results showed that the age category of the respondents and purchase of organic dairy products are independent. The second part of the research based on the examination of the dependency between the level of income of the respondents and their willingness to pay for organic products. In this case we confirmed the dependency between the customers' average income per month and their willingness to pay for organic dairy products. Last but not least, the dependency between the reasons that would discourage consumers from buying organic dairy products and their gender was examined. The results of analysis clearly showed that these two variables are independent. Despite generally persisted opinions that food of daily consumption in bio quality (organic) is mainly bought by women of specific age categories (joung independent woman after graduation, mothers on maternity leave) we can confirm just the significance of the impact of customers' average income per month on their willingness to pay for these high quality and therefore expensive products.
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