engleski

Transfer of research results to praxis – the case of Istria young potatoe.

The paper presents data about the preferences and opinions of consumers toward young potatoes. The aim was to explain consumer habits with the goal of creating a new market brand of young potatoes produced in Istria. Using a questionnaire, we interviewed consumers on the green markets and in shops. The research sample contained 679 potato consumers throughout Croatia. Two thirds of respondents were females, and most were under 55 years of age, with secondary or university education, with monthly income from 700 to 2000 euro, living in 4 member households. Their purchasing habits considered place, options in prices and quality and comparative features of branded and non-branded potatoes and organoleptic features (taste, smell, appearance). Results showed that consumers buy mostly from green markets and in market chains, and less often buy directly from the producer. Potato organoleptic attributes (taste) and potato origin (domestic or local production) were crucial influences on buying behaviour. The main attributes important to consumption were sensory attributes of taste and smell. A brand created for these potatoes should confirm the value of the product (quality, domestic production, sensory attributes) and be more recognizable compared to potatoes sold in bulk. Research results have confirmed that the values of quality and security of the food and local production through a potato market label will be supported by Croatian consumers. The market label of the young potato would be most appealing to younger generations (under 25 years) more responsive to market labels ; in smaller families (up to three family members), with income 800 to 1200 euro and slightly more by men, who trust market labels as a proof of quality.

Research results, transfer, consumers, potato.

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