PREFERENCES TOWARDS ORGANIC AND FUNCTIONAL YOGHURT IN REPUBLIC OF SRPSKA
DOI:
https://doi.org/10.5937/ekoPolj1504937GKeywords:
organic food, functional food, market segmentation, marketing management, Republic of SrpskaAbstract
This article presents the results of the research of preferences towards organic and functional yoghurt, conducted in Republic of Srpska, from January to May, 2014 (n=200). Generally, respondents do not consider whether yoghurt being or not being organic or functional as very important. They partially prefer functional yoghurts, but prefer yoghurts made from conventionally produced milk. For both, organic and functional food, consumers were divided into two segments – the frst which considered yoghurt being organic (or functional) among three the most important attributes of a product and the second segments comprising of all other respondents. Hereby, 8% of respondents belonged to the frst segment for organic and 20% for functional yoghurt. Compared to second segments, consumers belonging to the frst segment for organic yoghurt statistically signifcantly differ from others by valuating food importance for health more, while for functional yoghurt by assessing own physical health worse.
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References
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27.Verbeke, W. (2006). Functional foods: Consumer willingness to compromise on taste to health. Food Quality and Preference, Vol. 17, No. 1-2, pp. 126-131.
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2. Ares, G., Gámbaro, A. (2007). Influence of gender, age and motives underlying food choice on perceived healthiness and willingness to try functional foods. Appetite, Vol. 49, No. 1, pp. 148-158.
3. Ares, G., Giménez, A., Gámbaro, A. (2008). Does information about the source of functional ingredients influence consumer perception of functional milk desserts? Journal of the Science of Food and Agriculture, Vol. 88, No. 12, pp. 2061-2068.
4. Ares, G., Giménez, A., Gámbaro, A. (2009). Consumer perceived healthiness and willingness to try functional milk deserts. Influence of ingredient, ingredient name and health claim. Food Quality and Preference, Vol. 20, No. 1, pp. 50-56.
5. Childs, N. M., Poryzees, G. H. (1998). Foods that help prevent disease: Consumer attitudes and public policy implications. British Food Journal, Vol. 100, No. 9, pp. 419–426.
6. Cicia, G., Del Giudice, T., Scarpa, R. (2002). Consumers perception of quality in organic food: A random utility model under preference heterogeneity and choice correlation from rank-orderings. British Food Journal, Vol. 104, No. 3,4,5, pp. 200- 213.
7. De Jong, N., Ocké, M. C., Branderhorst, H. A. C. & Friele, R. (2003). Demographic and lifestyle characteristics of functional food consumers and dietary supplement users. British Journal of Nutrition, Vol. 89, No. 2, pp. 273-281.
8. Dimitri, C., Oberholtzer, L. (2009): Marketing U.S. Organic Foods: Recent Trends From Farms to Consumers. United States Department of Agriculture (available at: http://www.ers.usda.gov/media/185272/eib58_1_.pdf).
9. Đokić, I., Đokić, N., Pavlović, N., Kovač P. Žnideršić, R. (2014). Promotion of organic food in Serbia: implications from organic food consumers profle research. Ekonomika poljoprivrede. Vol. 61, No. 4, pp. 837-849.
10.Frewer, L., Scholderer, J., Lambert, N. (2003). Consumer acceptance of functional foods: Issues for the future. British Food Journal, Vol. 105, No. 10, pp. 714-731.
11.Gracia, A., de Magistris, T. (2007). Organic food product purchase behaviour: А pilot study for urban consumers in the South of Italy. Spanish Journal of Agricultural Research, Vol. 5, No. 4, pp. 439-451.
12.Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, Vol. 6, No. 2-3, pp. 94-110.
13.Koivisto Hursti, U.-K., Magnusson, M. K. (2003). Consumer perceptions of genetically modifed and organic foods: What kind of knowledge matters? Appetite, Vol. 41, No. 2, pp. 207-209.
14.Kotler, P. (2007). Kako kreirati, ovladati i dominirati tržištem (ISBN: 078-86-7668- 054-2). Asee books, Novi Sad.
15.Kuzmanović, M. (2008). The nonstandard algorithm for constructing efficient conjoint experimental designs. Yugoslav Journal of Operations Research, Vol. 18 No. 1, pp. 63-74.
16.Lockie, S., Lyons, K., Lawrence, G., Grice, J. (2004). Choosing organics: А path analysis of factors underlying the selection of organic food among Australian consumers. Appetite, Vol. 43, No. 2, pp. 135-146.
17.Loureiro, M., Hine, S. (2002). Discovering niche markets: A comparison of consumer willingness to pay for a local (Colorado-grown), organic, and GMO-free product. Journal of Agricultural and Applied Economics, Vol. 34, No. 3, pp. 477-487.
18.Magnusson, M. K., Arvola, A., Koivisto Hursti, U.-K., Åberg, L., Sjödén, P.-O. (2003). Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour. Appetite, Vol. 40, No. 2, pp. 109- 117.
19.Menrad, K. (2003). Market and marketing of functional foods in Europe. Journal of Food Engineering, Vol. 56, No. 2-3, pp. 181–188.
20.Padel, S., Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, Vol. 107, No. 8, pp. 606-625.
21.Sandalidou, E., Baourakis, G., Siskos, Y. (2002). Customers perspectives on the quality of organic olive oil in Greece: А satisfaction evaluation approach. British Food Journal, Vol. 104, No. 3-5, pp. 391-406.
22.Stojanovic, Z., Zaouche-Laniau, M., Esteve, M. (eds.) (2010): Study report on consumer motivations and behaviours for products with health claims. Faculty of Economics (available at: http://www.focus-balkans.org/res/fles/upload/fle/FOCUS-BALKANS%20DL6%201Study%20report%20on%20consumer%20motivations%20and%20%20behaviours%20for%20products%20with%20health%20claims(1).pdf).
23.Stolz, H., Stolze, M., Janssen, M., Hamm, U. (2011). Preferences and determinants for organic, conventional and conventional-plus products – The case of occasional organic consumers. Food Quality and Preference, Vol. 22, No. 8, pp. 772–779.
24.Urala, N., Lähteenmäki, L. (2003). Reasons behind consumers functional food choices. Nutrition & Food Science, Vol. 33, No. 4, pp. 148–158.
25.Urala, N., Lähteenmäki, L. (2004). Attitudes behind consumers willingness to use functional foods. Food Quality and Preference, Vol. 15, No. 7-8, pp. 793-803.
26.Urala, N., Arvola, A. & Lähteenmäki, L. (2003). Strength of health-related claims and their percieved advantage. International Journal of Food Science and Technology, Vol. 38, No. 7, pp. 815-826.
27.Verbeke, W. (2006). Functional foods: Consumer willingness to compromise on taste to health. Food Quality and Preference, Vol. 17, No. 1-2, pp. 126-131.
28.Willer, H., Lernoud, J. (Eds.) (2014): The World of Organic Agriculture – Statistics and Emerging Trends 2014. Research Institute of Organic Agriculture FiBL/International Federation of Organic Agriculture Movements IFOAM (available at: https://www.fbl.org/fleadmin/documents/shop/1636-organic-world-2014.pdf).
29.Zepeda, L., Li, J. (2007). Characteristics of organic food shoppers. Journal of Agricultural and Applied Economics, Vol. 39, No. 1, pp. 17-28.
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Published
2015-12-31
How to Cite
Grubor, A. B., Đokić, N. S., & Pavlović, N. Đ. (2015). PREFERENCES TOWARDS ORGANIC AND FUNCTIONAL YOGHURT IN REPUBLIC OF SRPSKA. Ekonomika Poljoprivrede, 62(4), 937–950. https://doi.org/10.5937/ekoPolj1504937G
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