IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/actaun_2011059020371.html
   My bibliography  Save this article

Preferences of Moravian consumers when buying food

Author

Listed:
  • Jana Turčínková

    (Ústav marketing a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika)

  • Jitka Kalábová

    (Ústav marketing a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika)

Abstract

The paper presents results of research of preferences of Moravian consumers when buying food. The research focuses on characteristics of consumer behavior on the market with food, the preferences of product characteristics, price characteristics, convenient distribution and influence of selected marketing communication tools. The data collection was conducted via questionnaire in April through June 2010 on a sample of 2017 respondents by a research team of Department of Marketing and Trade at FBE MENDELU in Brno. The results suggest that Moravian consumers prefer retail stores with fresh food (mean = 7.99) and wider assortment (7.71), their choice of outlet is also influenced by the convenience of its location - the most preferred are the ones nearest to respondents' homes or job (7.31), nevertheless, there is greater variability in level of agreement with this behavior among respondents. Respondents develop a certain level of loyalty, most of them have their favorite store and do no alternate much (7.26). However, they tend to be as savvy as possible (6.89) and take their time to consider their final choice (6.52).

Suggested Citation

  • Jana Turčínková & Jitka Kalábová, 2011. "Preferences of Moravian consumers when buying food," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 59(2), pages 371-376.
    • Handle: RePEc:mup:actaun:actaun_2011059020371
    DOI: 10.11118/actaun201159020371
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201159020371.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201159020371.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun201159020371?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mup:actaun:actaun_2011059020371. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.