Factors influencing interest of Slovak consumers' in organic dairy products

Abstract

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.

Dynamics of the Slovak Consumer Behaviour in the Context of Ethnocentrism: Managerial Implications

“…Interesting is the conclusion by Ubrežiová et al (2019) and Kádeková et (2017) when customers tend to buy local products for the support of local economy but the price and disposable income plays important role. In context of our segment the situation seems to be similar in case of income.…”

“…According to the results of a survey by Kádeková et al (2017) Slovak customers tend to by organic food from domestic producers and see this as support for the local economy, but the price influences the decision. The price impacts the purchase, but the Slovak consumers are willing to buy domestic dairy products the most (Ubrežiová et al, 2019). Géci et al (2020) suggest that Slovak consumers are aware of the quality of purchased goods and if they fit their lifestyle.…”

Consumers’ motivation and purchasing behavior in selected shopping chain with grocery: a case study

“…The interest in buying organic food is associated with the health problems of consumers or with the trends of healthy lifestyle [13]. Consumers are interested in the special effects of substances that are contained in fruits and vegetables on human health [1].…”