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Regional differences of consumer preferences when shopping for regional products

Author

Listed:
  • Jitka Kalábová

    (Department of Marketing and Trade, Mendel University in Brno, Zemědělská 1, 61300 Brno, Czech Republic)

  • Stanislav Mokrý

    (Department of Marketing and Trade, Mendel University in Brno, Zemědělská 1, 61300 Brno, Czech Republic)

  • Jana Turčínková

    (Department of Marketing and Trade, Mendel University in Brno, Zemědělská 1, 61300 Brno, Czech Republic)

Abstract

This paper presents partial results of a research on consumer preferences when shopping for groceries. It is focused on regional products and consumer preferences in relation to the country of origin of food products. The main objective of this paper is to find the existence of spatial relationships between spatial deployment of regional products and consumer preferences for regional products. It will be necessary to create a data model for monitoring the deployment of regional products and also a data model for tracking important indicators of consumer behavior in all regions of the Czech Republic. The results are based on questionnaire survey that was conducted within the period from October 2010 to January 2011 on a sample of 3767 respondents from the Czech Republic, via both online questionnaires and their printed version. For the data collection the questionnaire system ReLa, developed by the Department of Marketing and Trade at Faculty of Business and Economics at Mendel University in Brno, was used. Data was processed with statistical software STATISTICA (ver. 10). Spatial visualisation was processed with GIS software ArcGIS (ver. 10.1). Preferences for food of Czech origin were analysed in relation to identification criteria. The research results show that the origin of food has an important role in consumer purchase decision-making. There is no significant difference in importance of this factor based on gender of consumers, however, we could prove moderate dependence on respondent's occupation, education and age. We could also experience regional differences in levels of preferences of local products or products of Czech origin in regard of 14 regions of the Czech Republic. χ2 (N = 3767) = 245.25; p < 0.001. Value of Pearson's coefficient of contingency is 0.334.

Suggested Citation

  • Jitka Kalábová & Stanislav Mokrý & Jana Turčínková, 2013. "Regional differences of consumer preferences when shopping for regional products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 61(7), pages 2255-2259.
    • Handle: RePEc:mup:actaun:actaun_2013061072255
    DOI: 10.11118/actaun201361072255
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    Cited by:

    1. Lucio Cappelli & Fabrizio D’Ascenzo & Roberto Ruggieri & Irina Gorelova, 2022. "Is Buying Local Food a Sustainable Practice? A Scoping Review of Consumers’ Preference for Local Food," Sustainability, MDPI, vol. 14(2), pages 1-17, January.

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