Analyzing Consumer Preferences for Honey: Empirical Evidence from Albania

Kelemen-Erdős Anikó (), Elena Kokthi () and Ledia Thoma Boshnjaku ()
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Kelemen-Erdős Anikó: Óbuda University
Elena Kokthi: European University of Tirana
Ledia Thoma Boshnjaku: Agriculture University of Tirana

from Óbuda University, Keleti Faculty of Business and Management

Abstract: The honey sector in Albania has experienced significant changes during the years of a market economy. The consumption of natural honey per day is among the highest in the Mediterranean area. The variety of forests and pastures make possible the production of different types of honey. The main objective of this study consists in examining customers’ buying habits with regard to natural honey among consumers in Tirana. Furthermore, an ordinal regression method is used to examine the relationship between using natural honey for medical purposes and a set of quality attributes of the same product such as taste, flavour, origin and colour. In order to meet these objectives, a set of 200 questionnaires were implemented. Analyses showed that natural honey is clearly part of the diets of people from Tirana, mainly for medical reasons. The primary reason for consuming honey is to sustain health, not for culinary purposes. Among the most important attributes considered in the buying process is the origin of the product. This is one of the attributes that is demonstrated to generate expectations about other product attributes such as safety and nutritional value.

Keywords: Honey consumption; consumer preferences; safety attributes; ordinal regression (search for similar items in EconPapers)
Date: 2019
ISBN: 978-963-449-127-9
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Persistent link: https://EconPapers.repec.org/RePEc:pkk:meb019:162-176

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