Investigation of consumer behaviour at selected market commodity

Authors

  • Andrej Géci Slovak University of Agriculture, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia, Tel.: +42137 641 4835 https://orcid.org/0000-0001-7684-0418
  • Ľudmila Nagyová Slovak University of Agriculture, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia, Tel.: +42137 6414102
  • Stanislav Mokrý Mendel University in Brno, Faculty of Business and Economics, Department of Marketing and Trade, Zemědělská 1, 613 00 Brno, Czech Republic, Tel.: +42054 5132332
  • Jana Rybanská Slovak University of Agriculture, Faculty of Economics and Management, Centre of Education and Psychological Counseling, Tr. A. Hlinku 2, 949 76 Nitra, Slovakia, Tel.: +42137 6414898 https://orcid.org/0000-0002-2310-0114

DOI:

https://doi.org/10.5219/1230

Keywords:

consumer, consumer behavior, tea, shopping behavior, purchase decision

Abstract

Consumer behavior is an unexplored area of life for all buyers and sellers alike. Knowledge of consumer behavior brings better market orientation and more consistent establishment of individual products in consumers' shopping baskets. In examining this behavior, the authors of the paper focus on questions such as why, how, where, when, and how much consumers are willing and able to buy at a particular market price. The behavior in question is influenced by several factors (cultural, social, psychological and personality) that influence the final consumer decisions. The main objective of the present document is to evaluate consumer behavior, their purchasing preferences and also to make decisions when buying a particular food product - tea. The primary data were obtained through a questionnaire survey carried out on a sample of 640 respondents. The questionnaire was divided into two basic parts - the demographic part and the part dealing with consumer behavior at the selected market commodity. In the questionnaire processing the respondents were filtered based on their answers. The research has shown that more than 78% of respondents consume tea while women consume it more (50%). Flavor (56.3%) proved to be the most important factor in the selection of a particular tea. Almost half of the respondents reported consuming cut tea (46.5%). In the present document, assumptions were formulated which serve for a deeper analysis of the issue. The relevance of the formulated assumptions was verified by the XLSTAT statistical software. Data were evaluated by qualitative statistics - Chi-square test of good compliance, Fisher's exact test, Mann Whitney test and Friedman test.

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Published

2019-12-28

How to Cite

Géci, A., Nagyová, Ľudmila, Mokrý, S., & Rybanská, J. (2019). Investigation of consumer behaviour at selected market commodity. Potravinarstvo Slovak Journal of Food Sciences, 13(1), 925–932. https://doi.org/10.5219/1230

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