Consumer Behaviour on Slovak Yoghurt and Fermented Milk Products Market

Abstract

Brunensis, 65(6): 1967Brunensis, 65(6): -1978 Milk and dairy products present an important source of essential nutrients which should be a part of human beings nutrition. While the recommended consumption of milk and dairy products is set at the level of 220 kg/person/year, the current studies show that Slovaks consume only 160 kg/person/year. One of the possibilities how to reverse this negative trend is to raise the Slovak consumers awareness of the positive impacts of yoghurts and fermented milk products on their health, as well as to made from them a so-called trendy food. The aim of the presented paper was to determine the consumer behaviour in the purchase of yoghurts and fermented milk products produced in Slovak Republic. As the research methods were used the methods of survey and structured questionnaire consisting of 16 closed and 1 opened question (total number of respondents was 1,131 randomly selected respondents from all regions of the Slovak Republic). For a deeper analysis of the obtained results, there were set out six assumptions and ten hypotheses, which were tested with the use of Pearson's chi-square test, Fisher's exact test, Cramer's contingency coefficient and Phi coefficient. The results of the presented paper show, that despite the fact that almost 77 % of respondents said that they prefer in their purchase yoghurts and fermented milk products produced in the Slovak Republic, only 26.4 % of respondents said that they prefer the local producers of these products; exactly 44 % of respondents said that they always look for the information about the content of fat in the yoghurt they buy; more than 33 % said that they buy yoghurts and fermented milk products marked with the Quality Label "Značka kvality SK"; more than 62 % of respondents said that they purchase yoghurts and fermented milk products produced by ecological farming exclusively and rather and exactly 60.1 % of respondents said they prefer the plastic packages of yoghurts and fermented milk products. Up to the question aimed at determining which flavour consumers actually miss on the market, we have to conclude that these flavours are mostly kiwi, muesli with cranberries, chocolate with mint, coconut and banana.

Consumer Preferences in the Content of Loyalty to the Yoghurt Brand

“…After the Slovak Republic joined the EU, milk quota was allocated for milk production, which was set at the level of 1,061.6 mil.kg in 2009/2010 (Kubicová, 2012) and further increased to the level of 1,115.6 mil.kg in 2014/2015 (Kubicová, 2014); and after five years of a preparatory increase in their level, milk quotas disappeared on April 1 th 2015 (Eurostat, 2015). Nowadays trend shows, that the of milk and dairy products consumption declines (Košičiarová et al, 2017).As presented in the part Results and discussion, the current consumption of milk and dairy products in the Slovak Republic is about 174 kg per person per year, which represents lower consumption by 20% compared to the recommended intake (Kubicová et al, 2019).…”

Consumersʹ attitudes, motives and behaviour towards organic yoghurt in Croatia

“…The obtained results are similar to those in Italy, where supermarkets and specialty stores were the most common channels for organic food purchase (Gambelli et al, 2003). A survey conducted in Slovakia found that most respondents (44.8 %) prefer to buy yoghurt and other fermented dairy products in the hypermarket or supermarket (Košičiarová et al, 2017). Only a small number of respondents buy organic yoghurt in local stores (N = 33), at fairs (N = 18) or directly from producers (N = 31) Table 3.…”

“…Although organic dairy products, along with fresh fruits and vegetables, are the most popular products in the EU organic food market, there are few international studies examining consumer preferences and behaviour in buying and consuming yoghurt. Some studies have examined the satisfaction of customers who buy yoghurt (Wantasenet et al, 2017), or consumers behaviour in buying and consuming yoghurt (Košičiarová et al, 2017;Raza et al, 2020). Hlédik and Lógó (2017) explored product experiences and consumer preferences regard to selection of a yoghurt brand.…”

Comparison of Situation in the Slovak and Czech Market of Milk and Dairy Products

“…Consumption of milk and dairy products has positive health effects for people (Košičiarová et al, 2017), which are mainly related to the development of the brain and nervous tissues. In the context of a brief overview, the irreplaceable position of milk and dairy products in human nutrition can be deduced.…”