Comparison of Consumer Behavior of Slovaks and Czechs in the Market of Organic Products by Using Correspondence Analysis

Martina Zámková and Martin Prokop
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Martina Zámková: Department of Mathematics, College of Polytechnics Jihlava, Tolstého 16, 586 01 Jihlava, Czech Republic
Martin Prokop: Department of Mathematics, College of Polytechnics Jihlava, Tolstého 16, 586 01 Jihlava, Czech Republic

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2014, vol. 62, issue 4, 783-795

Abstract: This article aims to collect information related to organic farming. It also deals with the assessment and comparison of shopping behaviour in the organic food market in the Czech and Slovak Republics. Respondents from the Czech Republic and the Slovak Republic were addressed within the marketing research - survey and potential factors that could affect young people when buying organic products were formulated. There were also established recommendations to retailers of organic products on how to promote the sales of this item to the young generation of Czechs and Slovaks.For statistical data processing we used correspondence analysis and contingency tables analysis. Correspondence analysis is a multivariate statistical technique. The graphical representation of results from correspondence analysis is commonly done with so-called symmetric maps. Based on the results the target groups for marketing strategy were identified and proposals to increase the frequency of buying organic food were formulated.It has been proven in the Czech and the Slovak Republic that there is a negligible amount of young respondents who buy organic food regularly (less than 8%), and therefore it is necessary to change the existing marketing strategy and support the sale of this item.

Keywords: organic products; shopping patterns; marketing research; contingency tables; correspondence analysis; dependence analysis; Slovak Republic; Czech Republic (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2014062040783

DOI: 10.11118/actaun201462040783

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