Consumers' attitude to milk pomade sweet - sherbet consumption and its quality on the sales network of Latvia
2011
Ungure, E., Latvia Univ. of Agriculture, Jelgava (Latvia) | Muizniece-Brasava, S., Latvia Univ. of Agriculture, Jelgava (Latvia) | Dukalska, L., Latvia Univ. of Agriculture, Jelgava (Latvia)
Sherbet with crunchy peanut chips could be classified as milk pomade. It is one of popular sweets in Latvia produced by Joint-stock Company Laima, which is one of the oldest producers of sweets in the Baltic States. Freshly made sherbet is soft and savoury but after several days’ storage at the open air gradually hardens, the product loses eye appeal, taste and becomes unmarketable. This problem limits the shelf life, so sherbet with crunchy peanut chips can be marketed only at the local market. The target of this study was to clarify the situation on the market in Latvia and to examine an issue of Latvian consumers’ awareness of milk pomade sweets – sherbet quality indicators, packaging and its presentation to consumers, as well as the sherbet market expandability. A questionnaire was developed – 800 respondents answered on the 14 questions – how well-recognized the milk pomade sweet – sherbet is, what the main features for this kind of sweets selection by consumers are, which quality indices are important for consumers. One of most important questions was to get know the consumers opinion about sweets, mainly sherbet possible packaging kind and the market turnover. Summarizing the questionnaire data, the response from consumers in Latvia was heartening – they like milk pomade candies. As a primary quality defect the hardness of sherbet was mentioned. Eliminating this main failing of quality, the demand of sherbet on the market could rise, as well the product marketing opportunities will grow.
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