KONVENČNÉ VS. ALTERNATÍVNE PREDAJNE POTRAVÍN: PERCEPCIA SPOTREBITEĽOV NA SLOVENSKU
CONVENTIONAL VS ALTERNATIVE GROCERY STORES: CONSUMER PERCEPTION IN SLOVAKIA

Author(s): Petra Hencelová, František Križan, Kristína Bilková, Katarína Čuláková
Subject(s): Business Economy / Management, Agriculture, Behaviorism, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: consumer’s perceptions; supermarket and hypermarket; farmers markets; Slovakia;
Summary/Abstract: The aim of the paper is to evaluate the shopping behavior of consumers in Slovakia (n=1004) and their perceptions of products sold in large stores and farmers' markets. In search of specifics, we proceeded to consumer segmentation by gender and income. To test the hypotheses we used the Chi-square, Mann-Whitney U and KruskalWallis tests. Consumers choose large supermarket and hypermarket stores for the most frequent purchases of food and other daily consumer goods. According to consumer perceptions, these stores do not offer healthier and better quality food, but cheaper. Differences in such perception were not confirmed between men and women. The claim that supermarkets and hypermarkets offer healthier and better quality food depends on different income groups of consumers. Research shows that consumers 'perceptions of farmers' markets do not depend on gender and income. An exception is the statistically significant relationship between men and women and their perception that products sold at farmers' markets are cheaper than in regular shops. In general, consumers agree that products sold at farmers' markets are healthier and better quality than products in regular shops. At the same time, they disagree that products sold at farmers' markets are cheaper than products in regular shops.

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