Marija Cerjak

What motivates consumers to buy traditional food products? Evidence from Croatia and Austria using word association and laddering interviews

Purpose – The purpose of this paper is to explore the differences between consumer motives regarding purchase of traditional food in two European countries (Croatia and Austria) with a different history and development in regards to traditional and/or regional food. Design/methodology/approach – A word association test and soft laddering interviews were used to elicit consumers’ perception and purchasing motives for traditional food. Additionally, the questionnaire contained socio-demographics and questions about shopping habits concerning traditional food. Semi-structured, individual, face-to-face interviews were performed with 31 Croatian and 28 Austrian respondents. Findings – The most frequent associations/definition in both countries refers to heritage (food of generations) and elaboration (traditional receipt). The meaning of traditional food is for both samples positive. Hierarchical value maps for both countries contain ladders standing for health or support of local farmers. Additionally, the Aus...

Importance of intrinsic and extrinsic quality food characteristics by different consumer segments

Purpose The purpose of this paper is to examine intrinsic and extrinsic food quality characteristics and the relative importance placed on these characteristics by different consumer segments. Moreover, relationship between segments of consumers and consumption frequency of differentiated food products (traditional, functional and organic) was analysed. Design/methodology/approach A three-stage stratified random sampling approach was employed and data were collected via 500 face-to-face interviews conducted in respondents’ homes. A version of the Food Choice Questionnaire was used to examine the motives of consumers’ underlying food choices. The collected data were analysed by factor analysis followed by cluster analysis. Findings Four factors were identified: health and sensory characteristics, price and availability, body weight and digestion, and convenience. Resulting clusters were named as: healthy and tasty food lovers, convenient, concerned, and indifferent consumers. Differences were identified between the segments according to consumers’ frequency of consumption of the different types of food products. Practical implications The findings have impact implications for food producers and distributors in developing communication strategies for consumer segments with different attitudes and motives. The findings of this study not only contribute to the organic, traditional, and food with health claim literature, but also help industry, government, and consumer associations fully understand consumer perceptions of intrinsic and extrinsic foods characteristics and enhance consumers’ responses to the different types of food products. Originality/value The study represents one of the first assessments of the importance of food quality characteristics, segmentation, and consumption frequency of traditional, organic, and functional food products in Central and Eastern Europe.

Buying Motives and Trust of Young Consumers for Functional Fermented Dairy Products: Evidence From Croatian Students

The goal of the present study was to determine consumption of functional fermented dairy products among Croatian students, their buying motives, and trust in functional characteristics of such products. Data were collected by means of an online survey with 300 university students in two major Croatian cities. Even though more than half of the respondents were not familiar with the term “functional food,” after it was explained, it turned out that the majority consumes functional fermented dairy products. The main reason for choosing such products is prevention of diseases, followed by positive impact of low-fat content on body weight. Respondents moderately trust in health effects and in producers’ labels regarding functional properties of functional fermented dairy products. Heavier consumers of fermented dairy products and those placing high importance on health effects of food they consume have more trust in functional properties of these products. Results of the study could be used as a base for better communication with young consumers regarding functional fermented dairy products.

The Importance of Intrinsic and Extrinsic Sparkling Wine Characteristics and Behavior of Sparkling Wine Consumers in Croatia

ABSTRACT Sparkling wines accounted for 7.7% of the total wine consumption in 2011 in the world. Even though sparkling wine remains a long way behind still wine in total volume of production, world consumption of sparkling wine is expected to grow at a faster rate with an 8.5% increase by 2016. Although Croatia is a country with a high residual per capita consumption, the share of sparkling wine consumption compared with total wine consumption amounts only 1.3%. To collect data on Croatian sparkling wine consumers’ behavior and attitudes, we performed online research with 273 consumers. The research confirmed the low frequency of sparkling wine consumption. The most important characteristics of sparkling wines for Croatian consumers are their intrinsic characteristics (taste, smell) together with price:quality ratio, while visual appearance, expert reviews, or wine prizes are less important. Consumption of sparkling wines is generally associated with specific celebrations. Due to such perception of exclusive wine use, there is a need to break down this prejudice by better sparkling wine promotion through wine-tasting events, seminars, and gastronomy offers, especially for younger consumers.

Psychographic Segmentation of the Zagreb Apple Market

The objective of this article is to identify market segments based on psychological traits of consumers in the area of Croatias capital, Zagreb. In February 2006, a face-to-face survey was conducted on a sample of 426 apple buyers in three Zagreb supermarkets. Buying behaviour, attitudes toward apples, the importance of apple attributes, and the importance of information in buying apples were examined. Data obtained from the survey were analyzed with univariate analyses, Chi-square test, ANOVA, cluster and factor analyses. In the Zagreb market for apples, three market segments were identified: heavy consumers, practical consumers, and indifferent consumers. These segments are different in their buying behaviour, importance of apple attributes, and sociodemographic characteristics. Marketing recommendations are given taking into account the specifics of each segment. Segments of heavy and practical consumers should be the target of marketing activities since they are the consumer groups with the biggest potential for further growth of consumption.

The impact of geographical indications on the competitiveness of traditional agri-food products

The main objective of this paper was to determine whether producers of traditional agri - food products in Croatia are familiar with geographical indications and to examine their expectations about the impact of geographical indications on the competitiveness of their products. A telephone survey was conducted with 120 producers of four traditional agri - food product (Pag Cheese, meat of Zagorje Turkey, Slavonian kulen sausage and Virovitica Pepper). At the time of the research from April to June 2008 all four products were in the PDO/PGO registration procedure. Data collected by the survey were analyzed by use of the SPSS v.17.0 software. The results show that only a small numbers of respondents are fully familiar with geographical indications and their benefits. Majority of respondents have positive expectations about geographical indications; most of them expected that protection will increase consumer confidence in safety of their product, will increase familiarity with the protected product and reduce abuse of the product. Most positive expectations have been noted by highly educated producers as well as the younger ones. The results of this study show/indicate there is a need to better inform and educate producers about the benefits and advantages of protecting geographical indications. This protection schemes could improve market and tourist offer and hence income of farmers - producers of protected products, all of which contribute to the economic development of Croatian rural areas.

Determinants of attitude and buying intention of organic milk

Potrosnja ekoloskog mlijeka brzo se povecava. Međutim, ponasanje potrosaca ekoloskog mlijeka jos nije dovoljno istraženo. Cilj ovog istraživanja bio je utvrditi varijable koje utjecu na stav o ekoloskom mlijeku i varijable koje utjecu na namjeru kupnje ekoloskog mlijeka. Na stav o kupnji ekoloskog mlijeka znacajan su utjecaj imali: uvjerenje o ekoloskom mlijeku, prehrambeni životni stil ispitanika, razina povjerenja u domacu kao i u EU eko oznaku, objektivno znanje te spol ispitanika. Znacajan i pozitivan utjecaj na namjeru kupnje ekoloskog mlijeka zabilježen je s obzirom na uvjerenje o ekoloskom mlijeku, subjektivno znanje, objektivno znanje, te stav o kupnji ekoloskog mlijeka. Temeljem rezultata istraživanja moguce je dati preporuke za marketinsku praksu, posebice za komunikacijsku politiku. Komunikacija usmjerena na žensku populaciju trebala bi koristiti klasicno oglasavanje na temelju funkcionalnih informacija, dok bi ona usmjerena prema muskoj populaciji trebala vise koristiti emocionalno oglasavanje. Uz klasicno oglasavanje, treba koristiti i edukacije potrosaca s ciljem promoviranja prednosti ekoloskog mlijeka u odnosu na konvencionalno.

Local stakeholders perception on development possibilities of Croatian islands - example of the island of Cres.

Hrvatski otoci se odlikuje specificnim reljefom, klimom, tradicijom, obicajima i povijescu sto je uvjetovalo i njihov gospodarski razvoj. Poljoprivreda je, uz ribarstvo i pomorstvo, oduvijek bila glavna gospodarska djelatnost na hrvatskim otocima, no posljednjih desetljeca je gospodarska slika otoka promijenjena i danas se otocno gospodarstvo uvelike oslanja na turizam. Hrvatski otoci su uvelike sacuvali izvornu prirodnu i drustvenu osnovu koja predstavlja njihovu najvecu konkurentsku prednost. Pre d hrvatskim otocima stoji mogucnost da poljoprivredu iskoriste u turisticke svrhe, ne samo kroz visokokvalitetne proizvode, vec i kroz poljoprivrednu tradiciju i stil života otocana. Visoka kvaliteta i jedinstvenost poljoprivrednih proizvoda, specificna tr adicija i tehnologija uzgoja i proizvodnje te postojeca turisticka potražnja predstavljaju osnovne preduvjete za jacanje veze poljoprivrede i turizma. Razvoj poljoprivrede i turizma na otocima bi se trebao temeljiti na lokalnoj inicijativi i ukljucenosti o tocana u definiranju strateskih odrednica razvoja, jer turisticki razvoj otoka traži suživot s tradicionalnom kulturom, uz optimalnu iskoristenost turistickih razlicitosti. Cilj ovog rada je prikazati mogucnosti za razvoj poljoprivrede i turizma na otoku C resu i to na temelju misljenja i stavov a lokalnih dionika. U tu je svrhu okupljeno 17 strucnjaka koji su se kroz tri kruga istraživanja po kvalitativnoj Delfi metodi usuglasili oko najvecih problema poljoprivrede i turizma na otoku i oko koraka koji bi se trebali poduzeti u buducnosti s ciljem razvoja tih djelatnosti.

Ponašanje potrošača sa aspekta neuromarketinga - emocije, motivi i stavovi

Cilj ovog rada je prikazati neuromarketing i najnovija istraživanja vezana za kupca, potrosaca, njegovo ponasanje, istraživanje potrosacaorganske hrane, odnosno motive za kupovinu organske hrane u BiH. Istovremeno, pokazacemo kako ekonomija i marketing zajedno sapsihologijom stvaraju pretpostavku ucinkovitijeg promatranja ponasanja potrosaca te doprinose stvaranju lojalnog i zadovoljnog potrosaca.