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Analyzing Consumer Preferences for Honey: Empirical Evidence from Albania

Author

Listed:
  • Kelemen-ErdÅ‘s Anikó

    (Óbuda University)

  • Kokthi, Elena

    (European University of Tirana)

  • Ledia Thoma Boshnjaku

    (Agriculture University of Tirana)

Abstract

The honey sector in Albania has experienced significant changes during the years of a market economy. The consumption of natural honey per day is among the highest in the Mediterranean area. The variety of forests and pastures make possible the production of different types of honey. The main objective of this study consists in examining customers’ buying habits with regard to natural honey among consumers in Tirana. Furthermore, an ordinal regression method is used to examine the relationship between using natural honey for medical purposes and a set of quality attributes of the same product such as taste, flavour, origin and colour. In order to meet these objectives, a set of 200 questionnaires were implemented. Analyses showed that natural honey is clearly part of the diets of people from Tirana, mainly for medical reasons. The primary reason for consuming honey is to sustain health, not for culinary purposes. Among the most important attributes considered in the buying process is the origin of the product. This is one of the attributes that is demonstrated to generate expectations about other product attributes such as safety and nutritional value.

Suggested Citation

  • Kelemen-ErdÅ‘s Anikó & Kokthi, Elena & Ledia Thoma Boshnjaku, 2019. "Analyzing Consumer Preferences for Honey: Empirical Evidence from Albania," Proceedings- 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2019),, Óbuda University, Keleti Faculty of Business and Management.
    • Handle: RePEc:pkk:meb019:162-176
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    File URL: https://kgk.uni-obuda.hu/sites/default/files/MEB2019/MEB2019_18.pdf
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    References listed on IDEAS

    as
    1. Cosmina, Marta & Gallenti, Gianluigi & Marangon, Francesco & Troiano, Stefania, 2015. "Attitudes towards honey among Italian consumers: a choice experiment approach," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202733, European Association of Agricultural Economists.
    2. Kristina Brščić & Tina Šugar & Danijela Poljuha, 2017. "An empirical examination of consumer preferences for honey in Croatia," Applied Economics, Taylor & Francis Journals, vol. 49(58), pages 5877-5889, December.
    3. Elena Kokthi & Drita Kruja, 2017. "Customer Based Brand Equity Analysis: An Empirical Analysis to Geographical Origin," Proceedings- 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2017),, Óbuda University, Keleti Faculty of Business and Management.
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