engleski

Paradox of consumer choice when purchasing autochtonous food products in Croatia

Transitional processes and opening of Croatian market to competition at the beginning of the nineties made a wider range of traditional products available.At the same time, consumers today have several choices when making purchases and an increasing number of authentic food products. First and foremost, we have defined what an authentic product is? On one hand, such a wide choice of products obviously places a consumer in the focus and confirms the saying „The customer is always right“ while, on the other hand, too wide range of authentic food products may become a burden to a consumer who will doubt if he has made the right choice. Therefore we have carried out preliminary research based on random sample of 200 respondents and asked them how the paradox of consumer choice when purchasing authentic food products affects and what its role is in the decision process when purchasing authentic food products in certain regions in Croatia. We also presented the research results showing how product features or service features that differentiate them from competition, to a large extent affect the complexity of information processing, as well as time period, scope of alternative evaluation and making a final purchasing decision.

consumer behaviour, paradox of consumer behaviour, authentic food products

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