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...

Full description

Bibliographic Details
Main Authors: Prodanović Radivoj, Dimitrijević Ljiljana, Elqadini Mohamad El Bashir R., Ivanišević Dragan
Format: Article
Language:srp
Published: University Business Academy - Faculty of Economics and Engineering Management, Novi Sad, Serbia 2023-01-01
Series:Ekonomija: teorija i praksa
Subjects:
Online Access:https://scindeks-clanci.ceon.rs/data/pdf/2217-5458/2023/2217-54582304082P.pdf
_version_ 1797271842333917184
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
work_keys_str_mv AT prodanovicradivoj influencingfactorsonconsumerbehaviorwhenpurchasingapples
AT dimitrijevicljiljana influencingfactorsonconsumerbehaviorwhenpurchasingapples
AT elqadinimohamadelbashirr influencingfactorsonconsumerbehaviorwhenpurchasingapples
AT ivanisevicdragan influencingfactorsonconsumerbehaviorwhenpurchasingapples