Factors of Purchase of Bread - Prospect to Regain the Market Share?
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F16%3A43891602" target="_blank" >RIV/60076658:12510/16:43891602 - isvavai.cz</a>
Result on the web
<a href="https://acta.mendelu.cz/media/pdf/actaun_2016064031067.pdf" target="_blank" >https://acta.mendelu.cz/media/pdf/actaun_2016064031067.pdf</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.11118/actaun201664031067" target="_blank" >10.11118/actaun201664031067</a>
Alternative languages
Result language
angličtina
Original language name
Factors of Purchase of Bread - Prospect to Regain the Market Share?
Original language description
The aim of the article is to assess the consumers' buying behaviour and decision-making process when purchasing bread and to propose the ways of how to improve the position of bread in the market. 1601 properly filled questionnaires were used for the analysis. Results are presented under the form of frequencies of answers and statistical tests. The analysis included evaluation of statistical hypotheses about the independence (significance level ? = 0.01) using the chi-square goodness of fit test and Pearson coefficient of contingency. The significance level was then compared with the value p-value, for p-value > ?, the null hypothesis was not rejected. The most important factors of choosing bread are freshness, appearance habit and price. The importance of the price grows with the increasing age of respondents and decreases with the increasing income of questioned consumers. The importance of the brand, as well as the reference or recommendation from the family and friends slightly strengthens with the increasing income of the consumers. Most of the respondents make no difference between both (yeast and rye leaven) technologies of baking bread when making their buying decision. We cannot say, however, the preference to the rye leaven bread grows with the increasing age of respondents to the detriment of the yeast bread or vice versa.
Czech name
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Czech description
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Classification
Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
ISSN
1211-8516
e-ISSN
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Volume of the periodical
64
Issue of the periodical within the volume
3
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
6
Pages from-to
1067-1072
UT code for WoS article
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EID of the result in the Scopus database
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