Factors of Purchase of Bread - Prospect to Regain the Market Share?

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Factors of Purchase of Bread - Prospect to Regain the Market Share?

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Factors of Purchase of Bread - Prospect to Regain the Market Share?

Popis výsledku anglicky

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.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

—

Svazek periodika

64

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

6

Strana od-do

1067-1072

Kód UT WoS článku

—

EID výsledku v databázi Scopus

—