Consumer Preferences in the Content of Loyalty to the Yoghurt Brand

Abstract

The aim of submitted paper was to analyze customer preferences in the context of loyalty to the brand of selected food products in the segment of yoghurts. In order to achieve the mentioned aim, we used methods of survey, structured questionnaire (sample of 693 randomly chosen respondents) and blind test (sample of 100 respondents testing the four yoghurts -2 yoghurts of traditional brands and 2 yoghurts of private labels). For a deeper analysis of the obtained results, totally four hypotheses were set out and tested by using the statistical methods of Contingency table chi-square test, Pearson´s chi-square test, Cramer's coefficient, Friedman test and Kolmogorov-Smirnov Test. The results of the survey proved that more than 30 % of respondents consume yoghurts on a daily basis, 30 % of respondents prefer to buy the yogurts of private labels, more than 64 % of respondents consider themselves as loyal consumers and based on the package, the tested sample of private label yoghurt (sample A) would be purchased by 56 % of respondents while the same sample of yoghurt (sample A) would be purchased for its taste just by 47 % of respondents.