The paper deals with quality labels utilization in the food products sector from consumer point of view and presents the results of research study which was conducted in the Czech Republic by interviewing a sample of 250 respondents selected by quota sampling methods. The study was aimed at analysing the consumers' awareness and perceived credibility of food quality labels, at revealing their willingness to pay a higher price for certifi ed products, and at determining whether signifi cant diff erences do exist in the way consumers perceive the food quality labels based on their sociodemographic characteristics. The fi ndings revealed a low awareness of food quality labels. A higher level of recognition as well as perceived credibility was proven for national quality labels. As the main problem were identifi ed a poor information about quality labels and lack of confi dence that certifi ed products have declared characteristics. Consumers show an interest in getting information about the topic, they also express a willingness to pay a slightly higher price for certifi ed products if they trust them. Our fi ndings confi rmed that signifi cant diff erences do exist between socio-demographic characteristics of respondents (gender, age, education, and responsibility for food purchases) and their attitudes toward the labels; no signifi cant diff erence was found based on income.

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 and cheese products. A middle weak correlation between the number of certified products and the country of origin was confirmed. Research limitations/implications – The number of certified products is continuously increasing, their distribution between countries may change slightly over time. Only cluster analysis and two criteria of comparison were used. Practical implications – To local food producers, the findings provide a more deep insight to the EU cheese market. It could stimulate their effort in products certification. Originality/value – The paper brings findings about PDO/PGI/TSG utilization for cheese products in EU countries. There is not research study carried out from the same perspective.

Velčovská Š., Sadílek T. (2014): Analysis of quality labels included in the European Union quality schemes. Czech J. Food Sci., 32: 194-203.We analysed the use of European Union schemes of Protected Designation of Origin, Protected Geographical Indication and Traditional Speciality Guaranteed labels in the European Union market according to selected criteria including type of label, country of origin, and product classes. The first part of the paper deals with the definition of food quality, quality labels, and European Union quality scheme specification. The second part includes the discussion of marketing research results. Secondary data from the Database of Origin and Registration are used. The sample consists of 1146 labels registered in this database as to the 28 th of March 2013. The frequency of label utilisation is analysed according to country, type of label, and product classes, while the cluster analysis is also applied. Pearson's chi-squared test of independence is used to determine if significant differences exist between the frequency of using the labels and the above-mentioned criteria.

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.Keywords: Czech Republic, food producers, Klasa label, quality labels Abstrakt Příspěvek se zabývá analýzou postojů výrobců potravin ke značkám kvality. Předmětem zkoumání se stala značka Klasa, která patří k nejznámějším a nejvíce využívaným značkám kvality potravin v České republice. Cílem výzkumu bylo identifikovat vnímané benefity a problémy spojené s procesem certifikace a s užíváním značky. Primární data byla shromažďována v online dotazníkovém šetření 815Journal of Central European Agriculture, 2016, 17(3), p.815-834 DOI: 10.5513/JCEA01/17.3.1779 na základě strukturovaného dotazníku. Bylo osloveno všech 218 stávajících držitelů značky Klasa, dotazník vyplnilo 86 respondentů. Většina respondentů (72%) užívá značku Klasa déle než čtyři roky, mají tedy delší zkušenost se značkou. Očekávání výrobců od značky byla naplněna pouze částečně. Jako hlavní problémy byly identifikovány slabá státní marketingová podpora a chybějící marketingová strategie značky. Specifickými vnímanými problémy jsou formality spojené s certifikačním procesem a certifikace produktů nevalné kvality. K ověření existence statisticky významných rozdílů mezi sledovanými znaky byly využity korelační analýza, t-test a Pearsonův chí-kvadrát test nezávislosti. Výsledky studie mohou být přínosné jak pro výrobce potravin, tak pro správce značky. Identifikované problémy jim mohou pomoci zlepšit marketingovou strategii značky tak, aby značka byla řízena efektivně a aby mohli užívat vš...

The paper advances the topic of food quality labels. The main goal of the study is to explore generation Y perceptions and expectations of food quality labels in the Czech Republic and Poland. The data were collected through an online survey from 372 respondents, involving 221 of Czechs and 151 of Poles. The statistical analysis procedures including descriptive statistics, Chi‑square test and Mann‑Whitney U test were performed to discover whether significant differences do exist between Czech and Polish consumer attitudes to the topic. Findings show that the number of food quality labels is perceived as strongly high and confusing, it is evident mainly in the Czech Republic. Impact of quality labels on food purchases is therefore limited and the labels benefits are not understood in full range. Statistically significant differences were confirmed between attitudes of Czechs and Poles to the food products characteristics that should be guaranteed by quality labels. Futher, Czech and Polish respondents differ in their opinion on the fee for the certification and credible administrator of the labels.