Consumer preferences regarding food quality labels: the case of Czechia

Abstract

Purpose The purpose of this paper is to identify consumer segments based on preferences for food quality labels in Czechia. The goal of the research is to identify the attitudes of Czech consumers towards foods bearing quality labels and to create a consumer typology based on attitudes towards food quality labels. Design/methodology/approach The survey was conducted among 444 respondents of Czechia over 18 years of age, addressed in front of grocery stores. Using cluster analysis, the segmentation of Czech consumers based on their attitudes to food quality labels was investigated. Consumer segments were profiled using individual consumer characteristics (knowledge of quality labels, perception of quality labels, willingness to pay more for food quality labels and socio-demographics characteristics). Findings The three most important factors for Czech consumer when buying food are price, origin and appearance. There are three segments of Czech consumers: quality seekers, unconscious shoppers and impulsive shoppers. Consumers from these segments have different attitudes and perceptions regarding food quality labels. The largest segment is unconscious shoppers (almost 50 per cent of respondents, lower values for their attitudes towards quality labels as well as their knowledge, primarily women living in single households or in three- to four-person households), followed by quality seekers and impulsive shoppers. Quality seekers (24 per cent of all respondents) have positive attitudes towards food quality labels and have had previous positive experiences with quality labels and the composition and origin of the foods. These respondents exhibited the highest spontaneous knowledge of food quality labels on the Czech market. They are primarily men with a university education, living in two- to five-person households, and with above-average earnings. Impulsive shoppers (26 per cent of all respondents) consider the price and composition of the product to be the most important criterion. Current taste or preference is an important purchase criterion, and they are focused on BIO and Ceský výrobek labels. They are typically educated women, living in up to four-person households, and with average earnings. Research limitations/implications The study demonstrates that consumers are driven by different factors when buying food. The research sample does not fully correspond with the proportion of males and females in the Czech population. Food quality labels are a favourably perceived decision-making factor. The study is focused on food quality labels on the Czech market, where knowledge of EU quality schemes is lower compared to other EU countries such as France, Italy and Spain. Practical implications Food quality labels bring benefits to consumers as well as producers, because consumers are buying a product with specific value-adding qualities and producers can better promote food products with unique quality. Furthermore, the study confirms a need to extend and intensify promotional and communication activities to increase consumer preferences for food quality labels. Originality/value The study presents some important differences between the developed segments and highlights the importance of various factors in making food choices. Another finding is that the segmentation of Czech consumers based on their perception of food quality labels is better than one based on socio-demographic characteristics.

Food packaging design and consumer perception of the product quality, safety, healthiness and preference

“…On the other hand, appropriate labels would create a positive expectation on consumers regarding the quality attributes, overall impression and buying attitude (Rebouças et al , 2019). Furthermore, the use of food quality labels is suggested to bring benefits to consumers as well as producers, because these latter would buy a product with specific value-adding qualities and producers could better promote food products with unique quality (Sadílek, 2019).…”

Marketing cheese tourism in global times

“…This is the case of a Protected Designation of Origin (PDO) or a Protected Geographical Indication (PGI), which acknowledge the uniqueness of a particular food in a specific place (Fusté-Forné, 2020c). Quality labels generate trust among customers (Armesto- López and Martin, 2006;Sadílek, 2019) and largely impact on food tourism marketing (Achilleas and Anastasios, 2008;Folgado-Fernández, Campón-Cerro and Hernández-Mogollón, 2019).…”

Consumers’ awareness of the EU’s protected designations of origin logo

“…Human capital characteristics capture the knowledge, skills and ability of an individual consumer to search for food quality information. The literature is unanimous that higher educational levels are related to a preference for regionally denominated food (P ıcham and Sko rpa, 2018; Riivits-Arkonsuo et al, 2016;Sad ılek, 2019;Skubic et al, 2019). Education is a paramount factor related to a consumer's ability to search and retrieve information, perceive and understand knowledge.…”

“…Riivits-Arkonsuo et al (2016) find higher awareness related to middle-aged and female consumers and Verbeke et al (2012) to older aged and male consumers. Sadílek (2019) finds that the segment of Czech consumers who primarily seek for quality contains people who are mostly male and over 40 years of age. Skubic et al (2019) find no age or gender differences.…”