This paper highlights the activity of corporate social responsibility (CSR) and its impact on brand value in food enterprises with and without foreign participation in Slovakia. Attention has been paid to all three pillars—People, Planet, Profit—and their communication in relation to customers, business partners, employees, local communities, environmental protection, and company values. The paper evaluates the impact of these activities on brand value in food enterprises in Slovakia. One hundred and twenty-five food enterprises were included in the research. The paper offers eight statistically tested hypotheses, of which three have been fully confirmed. Almost 86% of food companies with foreign participation apply CSR activities, while companies without foreign participation comprise only 40% of the total share. The biggest differences in the perception of the importance of CSR activities are noticeable in foundations and charitable activities, and in sponsorship and donations, but are less noticeable in terms of ecology, corporate transparency, and cooperation with non-profit organizations. In the field of environmental protection, CSR activities are communicated and used in order to build brand value, mostly in food enterprises with foreign participation. Almost 96% of food enterprises with foreign participation that apply and communicate CSR activities see an increase in their brand value.

Eating food is one of the most important needs of every person, so their safety and quality should be crucial for everyone. People expect, that food they eat is hygienically and health safe. Unfortunately, people usually start to focus on food safety only when various food scandals are exposed and it is too late. Mass consumption of food is the cause of a high risk to human health, but only in the case of harmful food. Food-borne diseases are a common and widespread phenomenon in all parts of the world, regardless of the economic development of the country. Protection of human, animal and plant health is one of the main economic priorities of each country. The political objective of the European Union is therefore to ensure that European Union citizens have access to safe and nutritious foods, so it must meet strict safety standards. In ensuring food safety, it is necessary to take into account all aspects of the food production chain as a whole, because each subject can have a potential impact on food safety. This paper deals with the issues of food safety and food quality. The main objective was to find out how consumers perceive higher quality food and whether they read information included on the food packaging. Primary data were obtained from a survey that was conducted on the sample of 478 respondents living in Slovakia. For a deeper analysis, several assumptions, which were verified by Friedman Test, Chi-Square Test of Independence, Wilcoxon Signed-Rank Test, were formulated. The survey has found out that 84% of respondents buy higher quality food and 60% purchase them because of health-related reasons. More than half of respondents search for the information about food safety on the Internet and the same percentage considere government as the most reliable source of information about food safety. Unfortunately, just more than one quarter of them read the information on food label and for 34% is this information unsufficient.

Although there were many consumer behavior studies, their focus was on traditional brands. Despite that, their conclusions and recommendations can serve as a model for private label research. This paper aims to find out the influence of packaging on consumer purchasing decisions in the yoghurt segment. Attention was drawn to Slovak consumers under the age of 25 years. To achieve the aim, survey, structured questionnaire (549 randomly chosen respondents) and blind test (20 respondents) methods were used. For a deeper analysis, four hypotheses were set out and tested using statistical methods of Pearsons’ Chi-Square Test, Friedman test, Mantel-Haenszel Chi-Square Test, Phi Coefficient, Cramer’s V Coefficient and correspondence analysis. The results proved that almost 58% of respondents bought private labels sporadically, over 20% of respondents bought them multiple times a week, and over 18% of respondents bought them once a week. In terms of perceived quality, it can be said that quality of private label products is perceived as good and adequate, they evoke impression of adequate quality at a reasonable price, the decisive factor for their purchase is a combination of reasonable price and quality, and the reasons not to buy are high price, low quality and lack of information about the producer. Regarding the impact of packaging on respondents’ purchasing decisions, it is found that less than 34% of respondents believe that packaging of private label products is unattractive, and up to 33% of respondents think that packaging does not affect them. AcknowledgementThe paper was supported by the research project GA SUA No. 8/2019 “Private labels as the alternative to purchase”, which is solved at the Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture in Nitra.

The aim of submitted paper was to analyze customer preferences in the context of loyalty to the brand of selected food products in the segment of yoghurts. In order to achieve the mentioned aim, we used methods of survey, structured questionnaire (sample of 693 randomly chosen respondents) and blind test (sample of 100 respondents testing the four yoghurts -2 yoghurts of traditional brands and 2 yoghurts of private labels). For a deeper analysis of the obtained results, totally four hypotheses were set out and tested by using the statistical methods of Contingency table chi-square test, Pearson´s chi-square test, Cramer's coefficient, Friedman test and Kolmogorov-Smirnov Test. The results of the survey proved that more than 30 % of respondents consume yoghurts on a daily basis, 30 % of respondents prefer to buy the yogurts of private labels, more than 64 % of respondents consider themselves as loyal consumers and based on the package, the tested sample of private label yoghurt (sample A) would be purchased by 56 % of respondents while the same sample of yoghurt (sample A) would be purchased for its taste just by 47 % of respondents.

Submitted paper deals with the consumers´ purchasing preferences towards organic food in Slovakia, pointing at the situation on the organic food market in Slovakia finding the consumers' preferences when buying organic food. The results of the questionnaire survey identified the preferences and opinions of respondents about organic food. Paper analyses the questionnaire survey by 227 respondents concerning the purchasing preferences towards organic food in Slovakia. In order to achieve given aim and to ensure deeper analysis of the results, there had been stated 3 assumptions and 5 hypothesis. As the results of the survey proved, 65% of respondents buy organic food, of which 39% of respondents buy organic food at least once a week. Up to 98% of respondents have already met the concept of organic food and know what it means. 37 % of respondents buy mostly organic fruit and vegetables, 18% of respondents buy the most the meat and meat products in organic quality and 13% of respondents prefer dairy products in organic quality. The most preferred place to buy organic food are specialized stores (36 %),to buy organic food directly from the producer is the most popular way for 29 % of respondents, hypermarket and supermarkets are favorite place to buy organic food for 19% of respondents, and 12% of respondents buy organic food mostly in farmers´ markets. Only 4% of respondents prefer another way to buy organic food. Quality of organic food and not using the pesticides is the most important criteria for buying organic food (36%). Price has also really strong influence on purchasing decision, when 34% of respondents are the most affected by the price when purchasing organic food. Package is considered as the least important criteria when buying organic food by 72% of respondents. On the basis of provided results of our survey and formulated hypothesis which were evaluated by Chi-square goodness of fit test, Chi square test of the square contingency and Kolmogorov-Smirnov test. Based on research can be concluded that there is a difference in preferences of respondents. In Slovakia exists the dependence between the consumers´ preferences towards organic food and conventional food product and there are strong preferences for buying the organic food.