Šárka Velčovská

Generation Y’s perception of product origin and its labelling in the context of food quality and safety

The aim of the paper is to identify and compare how Generation Y consumers from the Czech Republic, Slovak Republic and Poland perceive the product origin and its labelling in the context of food quality and safety. First, the theoretical background of food quality and safety, product origin, and food origin labels is discussed. The next section is devoted to the methodology of research followed by a discussion of research results. Data were collected via the online survey with 530 respondents of Generation Y. Chi-square test, Kruskal-Wallis test and Mann-Whitney U test were used to determine whether consumer attitudes differ based on their country. A statistically significant difference between the attention given to food products origin in the purchase decision and the respondents’ country was confirmed, the product origin is the most important for Poles. In comparison with Czechs and Slovaks, Poles have also a stronger preference for domestic food products, believing them to be of a higher quality than the foreign ones. In each respective country, the awareness of food origin labels is low and their benefits are not sufficiently perceived. Statistically significant relations exist between the attitudes of Czechs and Poles as well as Slovaks and Poles, whereas there are no differences between the attitudes of Czechs and Slovaks.

Značky kvality potravin z pohledu výrobců

The paper deals with analysing the food producer attitudes towards quality labels. The Klasa label, as the most known and the most frequently used food quality label in the Czech Republic, have become the subject of investigation. The aim of the research was to identify the benefits and problems arising from the certification process and the label use. Primary data were collected in online survey based on standardized questionnaire. In census, 86 respondents from the total 218 producers with the Klasa label in the Czech Republic completed the questionnaire. The most of producers (72%) have a longer experience with the label, they are using the label for more than four years. The producers’ expectations from the label were fulfilled only partially. A poor state marketing support and missing marketing strategy were identified as general problems of the label. Specific perceived problems are formalities connected with the certification process and certification of poor-quality products. Correlation analysis, t-test and Pearson chi-square test were calculated to discover relations between variables. The results of the study can be beneficial to both, food producers as well as administrator of the label. Identified problems could help them to improve marketing strategy of the label in order to manage the label in effective way and use all benefits arising from the certification. Administrator of the label should make the certification process more effective and transparent, promotion should be focused on the explanation to consumers what the Klasa label guarantees.

Food quality labels from the producers’ perspective Značky kvality potravin z pohledu výrobců

The paper deals with analysing the food producer attitudes towards quality labels. The Klasa label, as the most known and the most frequently used food quality label in the Czech Republic, have become the subject of investigation. The aim of the research was to identify the benefits and problems arising from the certification process and the label use. Primary data were collected in online survey based on standardized questionnaire. In census, 86 respondents from the total 218 producers with the Klasa label in the Czech Republic completed the questionnaire. The most of producers (72%) have a longer experience with the label, they are using the label for more than four years. The producers’ expectations from the label were fulfilled only partially. A poor state marketing support and missing marketing strategy were identified as general problems of the label. Specific perceived problems are formalities connected with the certification process and certification of poor-quality products. Correlation analysis, t-test and Pearson chi-square test were calculated to discover relations between variables. The results of the study can be beneficial to both, food producers as well as administrator of the label. Identified problems could help them to improve marketing strategy of the label in order to manage the label in effective way and use all benefits arising from the certification. Administrator of the label should make the certification process more effective and transparent, promotion should be focused on the explanation to consumers what the Klasa label guarantees.

Food quality labels from the producers’ perspective

The paper deals with analysing the food producer attitudes towards quality labels. The Klasa label, as the most known and the most frequently used food quality label in the Czech Republic, have become the subject of investigation. The aim of the research was to identify the benefits and problems arising from the certification process and the label use. Primary data were collected in online survey based on standardized questionnaire. In census, 86 respondents from the total 218 producers with the Klasa label in the Czech Republic completed the questionnaire. The most of producers (72%) have a longer experience with the label, they are using the label for more than four years. The producers’ expectations from the label were fulfilled only partially. A poor state marketing support and missing marketing strategy were identified as general problems of the label. Specific perceived problems are formalities connected with the certification process and certification of poor-quality products. Correlation analysis, t-test and Pearson chi-square test were calculated to discover relations between variables. The results of the study can be beneficial to both, food producers as well as administrator of the label. Identified problems could help them to improve marketing strategy of the label in order to manage the label in effective way and use all benefits arising from the certification. Administrator of the label should make the certification process more effective and transparent, promotion should be focused on the explanation to consumers what the Klasa label guarantees.

Certification of cheeses and cheese products origin by EU countries

Purpose – The purpose of this paper is to analyze the Protected Designation of Origin (PDO), Protected Geographical Indication (PGI) and Traditional Speciality Guaranteed (TSG) utilization on European Union (EU) cheese market. Design/methodology/approach – Secondary data comes from the database of origin and registration. In total, 235 product names registered in the database for cheeses and cheese products were analyzed according to type of label and country of origin. To discover a dependences between the variables, χ2 test and contingency coefficients were calculated. Hierarchical clustering method enabled to identify the clusters of countries with similar distribution of products in the database. Findings – More than 80 percent of cheeses and cheese products are certified with PDO. Leading countries in number of certified products are France and Italy. Taking into account all product classes in the database, only 6 percent of all PGIs, 33 percent of PDOs and 15 percent of TSGs were awarded for cheeses...