IDENTIFYING FACTORS THAT AFFECT CHEESE CONSUMPTION AS ESSENTIAL ELEMENTS FOR ADEQUATE PLACEMENT ON THE REGIONAL MARKET

Bojana Miro Kalenjuk; Velibor Ivanović; Anita Mitrović Milić; Danica Radević; Dragana Novaković; Bojan Đerčan; Dragan Tešanović; Zlatibor  Milić

doi:10.59267/ekoPolj24041105K

Authors

Bojana Miro Kalenjuk Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad https://orcid.org/0000-0003-0661-5359
Velibor Ivanović Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad https://orcid.org/0009-0008-4465-7879
Anita Mitrović Milić Faculty of International Management in Tourism and Hospitality, 85315 Miločer, Montenegro https://orcid.org/0009-0008-0586-6686
Danica Radević Faculty of International Management in Tourism and Hospitality, 85315 Miločer, Montenegro https://orcid.org/0009-0006-2168-3690
Dragana Novaković Department of Agricultural Economics and Rural Sociology, Faculty of Agriculture, University of Novi Sad https://orcid.org/0000-0002-1924-6196
Bojan Đerčan Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad https://orcid.org/0000-0003-3553-4099
Dragan Tešanović Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad https://orcid.org/0000-0003-1675-5654
Zlatibor Milić Faculty of International Management in Tourism and Hospitality, 85315 Miločer, Montenegro https://orcid.org/0009-0004-5289-1682

DOI:

https://doi.org/10.59267/ekoPolj24041105K

Keywords:

agri-food, cheese, consumer behavior, consumption, consummation, factors, Serbia, Montenegro, agri-food market

Abstract

Cheese is a significant agri-food product for many people and the economy. Its manufacture has a long tradition, and its consumption varies according to the specifics of the cultures. Knowing consumers’ needs, attitudes, and approaches to consumption is essential in any industry, including the agri-food industry. That is why the subject of this paper is consumer behavior (CB), defining the factors that influence attitudes and intentions in cheese consumption observed at the level of two regions from Southeast Europe: the Republic of Serbia and Montenegro. The CB-Cheese scale was created for research purposes, which proved appropriate for this agri-food product research. The research showed significant differences in the behavior of the consumers of these two markets and that the consumption of cheese increases with the level of income. Special attention is paid to the quality of the product and its compatibility with the price. The obtained data provide clear guidelines for adequate placement in the regional market.

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