Consumer behaviour of young generation in slovakia towards cocoa-enriched honey

Authors

  • Peter Šedí­k Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra https://orcid.org/0000-0003-2495-5162
  • Elena Horská Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra
  • Eva Ivanišová Slovak University of Agriculture in Nitra, Faculty of Biotechnology and Food Sciences, Department of Plant products storage and processing, Tr. A. Hlinku 2, 949 76 Nitra
  • Miroslava Kačániová Slovak University of Agriculture in Nitra, Faculty of Biotechnology and Food Sciences, Department of Microbiology, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia, University of Rzeszow, Faculty of Biology and Agriculture, Department of Bioenergy Technology and F https://orcid.org/0000-0002-4460-0222
  • Andrzej Krasnodębski University of Agriculture in Krakow, Faculty of Agriculture and Economics, Department of Economics and Corporate Finance, Al. Mickiewicza 21, 31-120 Kraków

DOI:

https://doi.org/10.5219/1013

Keywords:

honey, cocoa, product testing, questionnaire survey, Slovakia

Abstract

The new trend of healthy lifestyle increases consumers´ attention towards superfoods or functional food. Due to this fact, honey enriched with various healthy foods such as cocoa, cinnamon, ginger or dried fruits has started to appear on the European market. The aim of this research paper was to investigate consumer´s perception and preferences for cocoa-enriched honey. Consumer research was based on questionnaire survey extended by product testing. This survey was conducted in 2018 (February and March) and in total 257 young Slovak consumers between 18 - 30 years participated. Each respondent tested and evaluated sensory attributes of the product (taste, aroma, colour and texture) using a 5-point scale. Statistical analyses included Friedman test, Mann-Whitney U test, Fisher's Exact Test, Pearson Chi-square test and Cramer'V coefficient. Results showed that the cocoa-enriched honey was evaluated as tasty, aromatic, gently, delicious, special, with ideal sweetness and amount of cocoa. All sensory attributes were evaluated positively (2 - good). Females were more interested in the purchase of this product. Moreover, the product would be purchased mostly by respondents who consider it a healthier alternative to commercial chocolate spreads or by those who consider their eating habits healthy. Laboratory tests revealed that the antioxidant activity of the product was higher in comparison to normal honey. In conclusion, the obtained information could be used in product positioning, promotion and designing appropriate marketing strategy.

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References

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Published

2019-01-26

How to Cite

Šedí­k, P. ., Horská, E. ., Ivanišová, E. ., Kačániová, M. ., & Krasnodębski, A. . (2019). Consumer behaviour of young generation in slovakia towards cocoa-enriched honey. Potravinarstvo Slovak Journal of Food Sciences, 13(1), 18–24. https://doi.org/10.5219/1013

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