The influence of lifestyle on consumer behavior and decision making in research aimed at protein bars

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
  • Alexandra Krivoší­ková 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
  • 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
  • Dagmar Cagáňová Slovak University of Technology, Faculty of MaterialsScience and Technology, Institute of Industrial Engineering and Management, Bottova 25, 917 24 Trnava, Slovakia, Tel: + 421 905 648 382

DOI:

https://doi.org/10.5219/1231

Keywords:

consumer, consumer behavior, lifestyle, food market, protein bar

Abstract

We live in an era when all circumstances on the market are changing rapidly, which leads consumers (even, if they are not aware of it) to certain behaviour that affects their daily activities. Lifestyle can be described as someone's way of living or the things that a person or a particular group of people usually do. It is included among the modern elements of consumer behaviour and also affects an individual´s decision-making process. The concerns over obesity and dangerous food ingredients have prompted a “healthy lifestyle” to become the latest trend in marketing. Therefore, the regular exercising, the reduction of stress, drinking enough water, and eating nutritious food takes on its importance. The main objective of the paper is to assess the consumer behaviour on the market of a selected food commodity. For this purpose, protein bars, which are part of diet not only of athletes but also of ordinary consumers, have been chosen. To achieve this main goal,
a questionnaire was designed and data were collected from the respondents of the different age groups in the Slovak Republic. Based on the primary results, the authors of the paper can claim that more than 60% of the respondents try intentionally to choose better options of food as they want to live healthy. For a deeper analysis, the assumptions were formulated and subsequently verified by the Pearson Chi-square test of independence and Kolmogorov-Smirnov test. The paper provides useful information on consumer behaviour that can help not only producers and retailers but also to consumers themselves.

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Published

2020-06-28

How to Cite

Géci, A., Krivoší­ková, A., Nagyová, Ľudmila, & Cagáňová, D. (2020). The influence of lifestyle on consumer behavior and decision making in research aimed at protein bars . Potravinarstvo Slovak Journal of Food Sciences, 14, 318–327. https://doi.org/10.5219/1231

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