Naslov
Zagreb consumes and apple vinegar: attitudes and perceptions

Autori
Radman, Marija ; Blašković, Dražen ; Juračak, Josip

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Colloque international: Au nom de la qualité Quelle(s) qualité(s) demain, pour quelle(s) demande(s)? / Blogowski, Alain ; Lagrange, Louis ; Valeceschini ; Egizio - Clermont - Ferrand : Enita, 2005, 185-192

Skup
Au nom de la qualité Quelle(s) qualité(s) demain, pour quelle(s) demande(s)?

Mjesto i datum
Clermont-Ferrand, Francuska, 05.10.2005. - 06.10.2005

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
apple vinegar; survey; attitudes

Sažetak
The world trend towards health diet and good looking leads to increased consumption of apple vinegar. This trend occurs in Croatia as well. However, the apple vinegar supply in Croatian market still does not satisfy the growing demand, in both quantity as well as quality terms. In order to produce high quality apple vinegar it is necessary to apply appropriate marketing program. The base for the successful marketing program is the good acquaintance with potential consumers. In this paper are presented the results of a survey carried out in Zagreb with apple vinegar consumers. The results of the research showed that apple vinegar is mostly used as a salad dressing, and for health or beauty reasons. The respondents consume apple vinegar rather often in their diet. More than a half of the respondents buy apple vinegar at least ones a month, and the most common purchasing place for apple vinegar are supermarkets. The most important apple vinegar attributes for consumers are its taste and odour. Rather important are the presence of sediment, vinegar origin and price. Consumers consider package design and its size as well as vinegar brand less important. Most of the respondents prefer mild vinegar taste and moderately expressed odour. Great majority of the respondents ask for vinegar without sediment. About half of the respondents prefer glass and another half plastic bottles. The age of the consumers, their education and place where they were grown up have significant influence on the buying and consuming behaviour regarding apple vinegar, as well as on their preferences towards vinegar attributes. Majority of the respondents are familiar at least with some apple vinegar health effects. Their attitudes towards health diet and expected effects of apple vinegar on health have positive impact on the buying and consuming frequency of apple vinegar. The results of this research give the information’ s base to the domestic producers to define a marketing strategy for high quality apple vinegar.

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija), Ekonomija

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