Attitudes and preferences of Kosovar consumers towards quality and origin of meat

Wongprawmas, Rungsaran; Canavari, Maurizio; Imami, Drini; Gjonbalaj, Mujë; Gjokaj, Ekrem

doi:10.7896/j.1802

Cited by 10 publications

(10 citation statements)

References 27 publications

(33 reference statements)

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“…In contrast, middle-aged and old consumers dominate the conservative and functional clusters. This result is similar to the findings of the Wongprawmas et al (2018) study, which included an "innovative consumers" segment, young and educated consumers. Also, this age group in the adventure segment in the study of Wycherley et al (2008) was such that middleaged and highly educated people were in this segment.…”

Section: Discussionsupporting

confidence: 88%

“…In contrast, middle-aged and old consumers dominate the conservative and functional clusters. This result is similar to the findings of the Wongprawmas et al. (2018) study, which included an “innovative consumers” segment, young and educated consumers.…”

Section: Discussionsupporting

confidence: 88%

“…This group has attracted the attention of many marketing researchers, especially in food, because they can expand their market share through these consumers. “Innovative consumers” was a term used in the Wongprawmas et al. (2018) study to refer to a group of customers who welcome new foods and innovations and enjoy buying food.…”

Section: Discussionmentioning

confidence: 99%

“…Indeed, fruit consumers in this sector, in addition to the issue of health, do not pay enough attention to food safety. Also, according to Wongprawmas et al. (2018), who surveyed the quality and origin of meat in the Kosovo region, “conservative consumers” were sensitive to product prices due to their traditional behaviour, and product information and quality were of lower importance and priority to them.…”

Section: Discussionmentioning

confidence: 99%

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Fruit-related lifestyles as a segmentation tool for fruit consumers

Kaliji

Imami

Canavari

et al. 2022

BFJ

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PurposeThis study develops a modified food-related lifestyle (FRL) instrument to analyse Kosovo consumers' fruit consumption behaviour and attitudes.Design/methodology/approachThe research study is based on a structured questionnaire designed using a reduced version of the FRL instrument, including evaluation factors related to fruit consumption, which is useful to describe a fruit-related lifestyle. Data were collected through a face-to-face survey with 300 consumers in three main cities in Kosovo. A principal component analysis (PCA) with Varimax rotation and Kaiser Normalisation was performed to interpret and investigate fruit-related lifestyles. Cluster analysis was performed to analyse market segments, using the identified factors obtained from the PCA, a hierarchical clustering algorithm with a Ward linkage method and the K-means clustering technique.FindingsConsumption behaviour is motivated by health concerns (perceived), fruit (nutrition) content and consumption habits. Four distinct consumer clusters were identified based on the fruit-related lifestyle instrument and analysed considering the different fruit purchase and consumption behaviour, attitudes towards health, quality, taste and safety.Research limitations/implicationsThe authors adapted a survey tool based on a reduced FRL instrument to elaborate a specific survey instrument suitable to describe the fruit-related consumer's lifestyles. The instrument was not designed according to the standard scales design procedure, but it is a first step towards creating a fruit-related lifestyle instrument.Originality/valueThe fruit-related lifestyle instrument can be used in studies focused on fruit consumer segmentation. Results provide insight into fruit marketing and distribution companies, which can adjust their marketing strategies and customer-oriented initiatives tailored for specific consumer segments. Results can be useful also for policymakers to promote increased fruit consumption.

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Section: Discussionsupporting

confidence: 88%

Section: Discussionsupporting

confidence: 88%

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

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Fruit-related lifestyles as a segmentation tool for fruit consumers

Kaliji

Imami

Canavari

et al. 2022

BFJ

Self Cite

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“…The foreseen sample size was 300 interviews for each country. Monovariate and multivariate techniques following the approach of Wongprawmas et al (2018) were applied for data analyses.…”

Section: Method Data and Descriptive Statistics Of The Samplementioning

confidence: 99%

How do Kosovar and Albanian consumers perceive food quality and safety in the dairy sector?

2019

Stud. Agr. Econ.

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Kosovo and Albania, in a manner similar to other Western Balkan countries, face serious challenges in relation to national food safety and control in terms of legislation, infrastructure, institutional capacity and private investments. Consequently, food safety is a major concern for consumers in this region. The objective of this study was to gain a better understanding of consumer perspectives on food safety and quality. Two surveys, one with consumers in Prishtina and one in Tirana, targeted more than 600 consumers. Despite the prevalent problems with food safety, Kosovars perceive domestic dairy products as significantly better than Albanians do when compared with imported food products. Conversely, Albanian consumers use food safety- and quality-related information about cheese and milk more frequently. The most frequently used safety and quality cues for both samples are expiry date, domestic and local origin and brand reputation. Food safety certificates are used by Albanians more often than by Kosovars, and international food standards such as ISO, HACCP or Global GAP are mostly unknown to both consumer groups.

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Consumers use of quality cues for meat purchase: Research trends and future pathways

Aboah

Lees

2020

Meat Science

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Attitudes and preferences of Kosovar consumers towards quality and origin of meat

Cited by 10 publications

References 27 publications

Fruit-related lifestyles as a segmentation tool for fruit consumers

Fruit-related lifestyles as a segmentation tool for fruit consumers

How do Kosovar and Albanian consumers perceive food quality and safety in the dairy sector?

Consumers use of quality cues for meat purchase: Research trends and future pathways

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