Articles
Marketing research in order to determine a vegetables consumers profile in Romania
Article number
1391_103
Pages
771 – 778
Language
English
Abstract
The vegetables chain is one of the most important components of the agri-food system economy.
Insufficiently exploited, this chain has a large opportunities diversity that could be exploited by agricultural producers.
Although the healthy diet idea is taking shape more and more clearly, the vegetables and fruits consumption, at the European level, is currently far below from the World Health Organization recommendation, which involves a 400 g person‑1 vegetables and fruit daily consumption.
In this context, knowing the consumers preferences is the core element, both for substantiating the marketing strategy (product, price, distribution, promotion), but also for the economic performances improving, at the vegetable chain level.
The present paper presents the results obtained in a study carried out by the Research Institute for Agricultural Economics and Rural Development, in August 2022, in order to determinate the Romanian consumers preferences, on vegetables market.
Interpretating the surveys results represents the research basis, and the questionnaire was applied to 1258 respondents, which included various questions type (screening and report), considering the vegetables sectors characteristics.
To centralize the results, we used the SPSS program, introducing various specific measurement scales, such as semantic differential or Likert scale.
The present research assumptions started from the premise according to which the independent variables (the socio-demographic respondents characteristics) influence the level of dependent variables (answers obtained during the present research). In order to confirm the research hypotheses, we calculated statistical parameters, such as chi-square test and contingency coefficient.
Also, relying on the obtained results, depending on the identified variables interactions, Cognitive causal diagrams (CLDs) were designed, within the Vensim program.
Insufficiently exploited, this chain has a large opportunities diversity that could be exploited by agricultural producers.
Although the healthy diet idea is taking shape more and more clearly, the vegetables and fruits consumption, at the European level, is currently far below from the World Health Organization recommendation, which involves a 400 g person‑1 vegetables and fruit daily consumption.
In this context, knowing the consumers preferences is the core element, both for substantiating the marketing strategy (product, price, distribution, promotion), but also for the economic performances improving, at the vegetable chain level.
The present paper presents the results obtained in a study carried out by the Research Institute for Agricultural Economics and Rural Development, in August 2022, in order to determinate the Romanian consumers preferences, on vegetables market.
Interpretating the surveys results represents the research basis, and the questionnaire was applied to 1258 respondents, which included various questions type (screening and report), considering the vegetables sectors characteristics.
To centralize the results, we used the SPSS program, introducing various specific measurement scales, such as semantic differential or Likert scale.
The present research assumptions started from the premise according to which the independent variables (the socio-demographic respondents characteristics) influence the level of dependent variables (answers obtained during the present research). In order to confirm the research hypotheses, we calculated statistical parameters, such as chi-square test and contingency coefficient.
Also, relying on the obtained results, depending on the identified variables interactions, Cognitive causal diagrams (CLDs) were designed, within the Vensim program.
Authors
A. Marin, R.E. Pop
Keywords
surveys, agrifood chain, consumer behavior, chi-square test, contingency coefficient, Cognitive causal diagrams
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