Factors Affecting Food Purchases in Vysočina Region with Focus on Regional Food

Martina ChalupováStanislav RojíkLadislav PilařMartin Prokop

DOI 10.7160/aol.2019.110304.
No 3/2019, September
pp. 35-44

Chalupová, M., Rojík, S., Pilař, L. and Prokop, M. (2019) “Factors Affecting Food Purchases in Vysočina Region with Focus on Regional Food", AGRIS on-line Papers in Economics and Informatics, Vol. 11, No. 3, pp. 35-44. ISSN 1804-1930. DOI 10.7160/aol.2019.110304..

Abstract

The article presents the results of a research study that analyses chosen factors that affect food purchases in Vysočina Region with focus on a regional food. The quantitative research, conducted in 2015 in each district of Vysočina Region (Jihlava, Žďár nad Sázavou, Třebíč, Havlíčkův Brod and Pelhřimov), analysed the opinions of 819 respondents. They were selected by quota sampling methods according to gender. Data have been processed with correspondence analysis; the results show that brand and price are significant factors that influence consumers in Vysočina Region when they buy food, the labels on the food packaging do not seem to be a strong signal of quality. Statistical tests based on contingency tables proved that regional food is strongly preferred by women and consumers over 65 years old

Keywords

Regional food, consumer buying behaviour, food industry, marketing, branding.

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