Functional and traditional food: the first results based on a study of consumers profiles in the Western Balkans
2012
Stojanović, Žaklina (Faculty of Economics, Belgrade (Serbia)) | Barjolle, Dominique (Research Institute of Organic Agriculture (FiBL), Frick (Switzerland)) | Milosević-Đorđević, Jasna (Singidunum University, Belgrade (Serbia))
The research is based on the consumer quantitative survey performed on general population 18+ in six Western Balkan Countries (WBC - Bosnia and Herzegovina, Croatia, Macedonia, Montenegro, Serbia and Slovenia) at the end of September – beginning of October 2010. The instrument used in this survey was a structured questionnaire. The stratified three-staged random representative sample was applied (N=3085). Based on reported frequency heavy traditional food consumers - who simultaneously reported lower level of functional food consumption (Nt=723), and heavy functional food consumers - with lower level of traditional food consumption (Nf=400), were identified. Descriptive analysis (parametric and non-parametric) was conducted with the aim to investigate statistically significant differences between two profiles of identified consumers‘ groups in WBC. The study addresses the opposite consumers‘ profiles. The recommendations for food marketers are emphasized in the concluding remarks.
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