Loyalty of consumers to food in Latvia
2014
Upite, I., Latvia Univ. of Agriculture, Jelgava (Latvia). Faculty of Economics and Social Development;Latvian State Inst. of Agrarian Economics, Riga (Latvia) | Pilvere, I., Latvia Univ. of Agriculture, Jelgava (Latvia). Faculty of Economics and Social Development;Latvian State Inst. of Agrarian Economics, Riga (Latvia) | Nipers, A., Latvia Univ. of Agriculture, Jelgava (Latvia). Faculty of Economics and Social Development;Latvian State Inst. of Agrarian Economics, Riga (Latvia | Krievina, A., Latvia Univ. of Agriculture, Jelgava (Latvia). Faculty of Economics and Social Development;Latvian State Inst. of Agrarian Economics, Riga (Latvia
Food is a specific group of products, the choice of which by consumers is affected by a number of various factors. In the consumer basket in Latvia, food expenses are one of the key items, and a large role in the consumer’s choice of food is played by the price of products and related factors. For this reason, it is important to ascertain the loyalty of consumers to particular producers and the factors affecting it, so that domestic food producers could increase their sales and their competitiveness on the market of Latvia. The present research uses the data of surveys of consumers and retail stores for the period of 2010-2013 and concludes that higher consumer loyalty to certain brands or producers can be observed for several groups of food products, while the key factors affecting the loyalty of consumers are the taste of food, whether the product’s raw materials are natural, and a lower price.
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