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Consumer Preferences for Cheese with Focus on Food Safety—A Segmentation Analysis

Author

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  • Edvin Zhllima

    (Department of Agrifood Economics and Policy, Agricultural University of Tirana, 1029 Tirana, Albania)

  • Gentjan Mehmeti

    (Department of Agribusiness Management, Agricultural University of Tirana, 1029 Tirana, Albania)

  • Drini Imami

    (Department of Agrifood Economics and Policy, Agricultural University of Tirana, 1029 Tirana, Albania
    Faculty of Tropical Agri Sciences, Czech University of Life Sciences, 16500 Prague, Czech Republic)

Abstract

This research work analyzes Albanian urban consumer preferences and purchasing behavior related to cheese, focusing on food safety and related attributes, including origin, packaging, and certification. This paper is based on a structured survey targeting urban consumers. The analysis consists of a two-step cluster and descriptive statistics. The clustering was based on key sociodemographic variables, namely, gender, education, and age. The results show that the local cheese is preferred to imported cheese, and the main sources of food safety guarantee are the producer name/brand and knowing the seller. Most consumers across all five identified clusters preferred buying unpacked cheese to packed cheese. The cluster of educated female consumers preferred to buy cheese mainly in supermarkets compared to other clusters that preferred convenience shops. Consumer clusters with a university education appeared to be more informed about both HACCP and ISO compared to other (less educated) consumer clusters. Low trust in state institutions to guarantee food safety calls for the need to strengthen their capacities, professionalism, and awareness engagement with consumers.

Suggested Citation

  • Edvin Zhllima & Gentjan Mehmeti & Drini Imami, 2021. "Consumer Preferences for Cheese with Focus on Food Safety—A Segmentation Analysis," Sustainability, MDPI, vol. 13(22), pages 1-12, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12524-:d:677922
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    References listed on IDEAS

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