engleski

The consumer preferences toward attributes of young potatoes and buying behaviour

The paper shows data about the preferences and opinions of consumers toward young potatoes. The aim was to explain consumer habits and to use it toward the goal of creating a new market brand of young potatoes produced in Istria. The research sample contained consumers overall Croatia. We interviewed consumers on the green markets and in shops. As a research tool we have used a questionnaire. Habits of buying considered place, options in prices and quality and comparative features of branded and non branded potatoes. Results showed that consumers buy mostly on green markets and in market chains, while less than ten percent buy direct from the producer. The main habits in buying were taste, domestic or local production regardless the prices. Branded potatoes confirm the values of quality and security of the food (from producer to consumer). Finally the prices range of branded potatoes could hinder its future marketability and sales since higher prices of branded goods are not affordable to all Croatian consumers.

Consumers; preferences; young potatoe; Istria; Croatia.

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