Influencing factors on consumer behavior when purchasing apples
The aim of the study is to identify factors influencing consumer behavior when purchasing apples of different origins, in order to leverage them for promoting a preference for domestic production in marketing communications. Secondary research involves an analysis of relevant scientific and expert l...
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Format: | Article |
Language: | srp |
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University Business Academy - Faculty of Economics and Engineering Management, Novi Sad, Serbia
2023-01-01
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Series: | Ekonomija: teorija i praksa |
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Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/2217-5458/2023/2217-54582304082P.pdf |
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author | Prodanović Radivoj Dimitrijević Ljiljana Elqadini Mohamad El Bashir R. Ivanišević Dragan |
author_facet | Prodanović Radivoj Dimitrijević Ljiljana Elqadini Mohamad El Bashir R. Ivanišević Dragan |
author_sort | Prodanović Radivoj |
collection | DOAJ |
description | The aim of the study is to identify factors influencing consumer behavior when purchasing apples of different origins, in order to leverage them for promoting a preference for domestic production in marketing communications. Secondary research involves an analysis of relevant scientific and expert literature. Primary research was conducted using a quantitative method. For this purpose, a questionnaire was designed and distributed to consumers. The results indicate that domestic consumers prefer apples, as two-thirds of the respondents buy apples 1 to 3 times a week. Apples are most commonly purchased in large supermarkets and markets. Taste, freshness, impact on health, product quality, and origin are considered the most important factors influencing the decision to buy apples. Price, the presence of an organic certificate, as well as the desire to support local producers, have varying effects on consumers. Consumers who prefer imported apples often cite their better availability and appearance. Domestic consumers often lack sufficient knowledge about different apple varieties, and their choice is often made on the spot or the variety is not crucial in their purchase decision. It is possible to increase the share of domestic apples in the overall market realization primarily by raising awareness and highlighting the advantages of domestic apples. Similarly, improving availability in supermarkets and diversifying the assortment would deter a portion of consumers from choosing imported apples. These conclusions provide a basis for further consideration of strategies that could support domestic apple production within the consumer market. |
first_indexed | 2024-03-07T14:14:06Z |
format | Article |
id | doaj.art-e47748f7416346ce9ddab8884b9ab792 |
institution | Directory Open Access Journal |
issn | 2217-5458 2620-0228 |
language | srp |
last_indexed | 2024-03-07T14:14:06Z |
publishDate | 2023-01-01 |
publisher | University Business Academy - Faculty of Economics and Engineering Management, Novi Sad, Serbia |
record_format | Article |
series | Ekonomija: teorija i praksa |
spelling | doaj.art-e47748f7416346ce9ddab8884b9ab7922024-03-06T14:11:04ZsrpUniversity Business Academy - Faculty of Economics and Engineering Management, Novi Sad, SerbiaEkonomija: teorija i praksa2217-54582620-02282023-01-01164829910.5937/etp2304082P2217-54582304082PInfluencing factors on consumer behavior when purchasing applesProdanović Radivoj0https://orcid.org/0000-0002-7088-8506Dimitrijević Ljiljana1https://orcid.org/0000-0003-3105-4039Elqadini Mohamad El Bashir R.2Ivanišević Dragan3Univerzitet Privredna akademija u Novom Sadu, Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu, Novi Sad, SerbiaVisoka škola za poslovnu ekonomiju i preduzetništvo, Beograd, Serbian/aInternacionalni centar za profesionalne studije (ICEPS), Beograd, SerbiaThe aim of the study is to identify factors influencing consumer behavior when purchasing apples of different origins, in order to leverage them for promoting a preference for domestic production in marketing communications. Secondary research involves an analysis of relevant scientific and expert literature. Primary research was conducted using a quantitative method. For this purpose, a questionnaire was designed and distributed to consumers. The results indicate that domestic consumers prefer apples, as two-thirds of the respondents buy apples 1 to 3 times a week. Apples are most commonly purchased in large supermarkets and markets. Taste, freshness, impact on health, product quality, and origin are considered the most important factors influencing the decision to buy apples. Price, the presence of an organic certificate, as well as the desire to support local producers, have varying effects on consumers. Consumers who prefer imported apples often cite their better availability and appearance. Domestic consumers often lack sufficient knowledge about different apple varieties, and their choice is often made on the spot or the variety is not crucial in their purchase decision. It is possible to increase the share of domestic apples in the overall market realization primarily by raising awareness and highlighting the advantages of domestic apples. Similarly, improving availability in supermarkets and diversifying the assortment would deter a portion of consumers from choosing imported apples. These conclusions provide a basis for further consideration of strategies that could support domestic apple production within the consumer market.https://scindeks-clanci.ceon.rs/data/pdf/2217-5458/2023/2217-54582304082P.pdfpurchase factorsconsumer behaviorappleproductionplacement |
spellingShingle | Prodanović Radivoj Dimitrijević Ljiljana Elqadini Mohamad El Bashir R. Ivanišević Dragan Influencing factors on consumer behavior when purchasing apples Ekonomija: teorija i praksa purchase factors consumer behavior apple production placement |
title | Influencing factors on consumer behavior when purchasing apples |
title_full | Influencing factors on consumer behavior when purchasing apples |
title_fullStr | Influencing factors on consumer behavior when purchasing apples |
title_full_unstemmed | Influencing factors on consumer behavior when purchasing apples |
title_short | Influencing factors on consumer behavior when purchasing apples |
title_sort | influencing factors on consumer behavior when purchasing apples |
topic | purchase factors consumer behavior apple production placement |
url | https://scindeks-clanci.ceon.rs/data/pdf/2217-5458/2023/2217-54582304082P.pdf |
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