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Author(s): Michaela Šugrová, Ľudmila Nagyová, Martina Šoporová, Filip Tkáč, Veronika Svetlíková

Title: Consumer Behaviour on the Market of Dairy Products: Case Study of Slovak Seniors

Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings

ISBN: 978-80-7598-180-6


Publisher: Wolters Kluwer ČR, Prague

PY, pages: 2018, 544-556

Published on-line: 2018-11-09

Language: eng

Abstract: The main objective of submitted paper was to examine consumer behavior of Slovak seniors on the market of dairy products. All necessary data and information were obtained through a questionnaire survey, which was conducted on a selected sample of respondents who were seniors aged 60 to 90 years. The questionnaire survey was carried out specifically across the Nitra region in November and December 2017. Obtained data were analyzed by using Excel and programming language for statistic R. For a deeper analysis of the data, we have formulated several scientific assumptions. The accuracy of the scientific assumptions was verified by using the Chi-Square Test of Independence, Kruskal-Walis Test, ANOVA and Mann-Whitney Test. Research proved that Slovak seniors mostly consume dairy products such as milk, sour milk products, and yogurt drinks. The main reasons for consuming these dairy products include, especially, taste, health point of view and habits. According to the frequency of consumption of their selected dairy products, most respondents consume these products more than once a week and for breakfast. We also examined the impact of the country of origin on the consumer behavior of seniors. We found out that seniors recognize the origin of the product as important factor decision-making process, regardless its price. Our research shows, that importance of factors in the decision-making process is not dependent on consumer´s gender. Based on our research, we can conclude that all income groups spend the same amount on dairy products in average, but the lowest one is strongly affected by price discounts when buying dairy products.

Keywords: Consumer, consumer behaviour, dairy products, seniors, Slovak Republic

JEL Classification: M31

Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
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