Decision-making process of tomatoes purchase by generation Z: case study in the Slovak Republic
-
DOIhttp://dx.doi.org/10.21511/im.16(1).2020.07
-
Article InfoVolume 16 2020, Issue #1, pp. 66-78
- Cited by
- 975 Views
-
166 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The paper aims to investigate and assess the decision-making process of young Slovak consumers – generation Z – in the purchase of tomatoes.
The respondents participatet in a questionnaire survey and blind testing of four tomato samples (two samples were Slovak and another two were foreign tomatoes). For a deeper analysis of the collected data, five scientific hypotheses were formulated. The accuracy of provided hypotheses was verified using the following mathematical-statistical methods: Chi-Square test of independence, Mann-Whitney U-test, and as Chi test for equality of proportions between two samples. The research results show that generation Z buys tomatoes once a week or several times a month. Moreover, it was found out that most young consumers are mostly influenced by freshness, taste, quality of tomatoes, and general appearance, the least by packaging, brand/specific tomato grower, information on the packaging and references. According to all observed attributes within the blind testing of tomato by the respondents, the best-evaluated sample was the Slovak sample of tomatoes – the sample B. Subsequently, all respondents were provided with information about the tested tomatoes, and it can be stated that they would also actually buy Slovak sample B in the store. Finally, one can state that the higher price of this sample has no significant impact on the respondents of generation Z.
- Keywords
-
JEL Classification (Paper profile tab)M31, Q13
-
References32
-
Tables4
-
Figures7
-
- Figure 1. Frequency of tomato purchased by respondents
- Figure 2. Frequency of tomato purchase according to gender by generation Z
- Figure 3. Types of most purchased tomato by generation Z
- Figure 4. Place of residence and place of tomato purchase
- Figure 5. Factors influencing generation Z decision-making process when buying tomatoes
- Figure 6. Preferences of tomatoes according to the country of origin by generation Z
- Figure 7. Mann-Whitney U test results according to each factor
-
- Table 1. Structure of the sample survey and blind test sample
- Table 2. Results of blind test of tomatoes by respondents
- Table 3. Change of preferences before and after finding out the price
- Table 4. Summary of tested hypotheses
-
- Ariyawardana, A., Ganegodage, K., & Mortlock, M. Y. (2017). Consumers’ trust in vegetable supply chain members and their behavioural responses: A study based in Queensland, Australia. Food Control, 73(0), 193-201.
- Baselice, A., Calantuoni, F., Lass, D. A., Nardone, G., & Stasi, A. (2017). Trends in EU consumers’ attitude towards fresh-cut fruit and vegetables. Food Quality and Preference, 59, 87-96.
- Bindics, Z. (2019). Skleníky – nie všetko, čo sa blyští, je zlato. Roľnícke noviny, 90(8), 12.
- Crisosto, C. H., Crisosto, G. M., & Metheney, P. (2003). Consumer acceptance of ’Brooks’ and ’Bing’ cherries is mainly dependent on fruit SSC and visual skin colour. Postharvest Biology and Technology, 28(1), 159-167.
- Deliza, R., Rosenthal, A., & Silva, A. L. S. (2003). Consumer attitude towards information on non-conventional technology. Trends in Food Science & Technology, 14(1-2), 43-49.
- Food and Agriculture Organization of the United Nations and World Health Organization (2017). Fruit and vegetables for health initiative.
- Kádeková, Z., Récky, R., Nagyová, Ľ., Košičiarová, I., & Holienčinová, M. (2017). Consumers’ Purchasing Preferences towards Organic Food in Slovakia. Potravinarstvo Slovak Journal of Food Sciences, 11(1), 731-738.
- Leksrisompong, P. P., Whitson, M. E., Truong, V. D., & Drake, M. A. (2012). Sensory attributes and consumer acceptance of sweet potato cultivars with varying flesh colours. Journal of Sensory Studies, 27(1), 59-69.
- Manero, J., Phillips, C., Ellison, B., Lee, S-Y., Nickols-Richardson, S. M., & Chapman-Novakofski, K. M. (2017). Influence of seasoning on vegetable selection, liking and intent to purchase. Appetite, 116, 239-245.
- Menozzi, D., Sogari, G., & Mora, C. (2017). Understanding and modelling vegetable consumption among young. LWT – Food Science and Technology, 85, 327-333.
- Meravá, E. (2018). Zelenina – Situačná správa k 31.12.2017 a výhľad na rok 2018.
- Meyerding, S. G. H. (2016). Consumer preferences for food labels on tomatoes in Germany – A comparison of a quasi-experiment and two stated preference approaches. Appetite, 103, 105-112.
- Meyerding, S. G. H., Trajer, N., & Lehberger, M. (2019). What is local food? The case of consumer preferences for local food labeling of tomatoes in Germany. Journal of Cleaner Production, 207, 30-43.
- Němcová, J., & Berčík, J. (2019). Neuromarketing and the decision-making process of the generation Y wine consumers in the Slovak Republic. Potravinárstvo Slovak Journal of Food Sciences, 13(1), 38-45.
- Ozkan, M., & Solmaz, B. (2015). Mobile Addiction of Generation Z and its effects on their Social Lifes. Procedia – Social and Behavioral Sciences, 205, 92-98.
- Perez-Cueto, F. J. A., Dos Santos, Q., Nielsen, B., Dinnella, C., Monteleone, E., Giboreau, A., Saulais, L., Depezay, L., Hartwell, H., & Appleton, K. (2017). Danish adolescents like their vegetables fresh rather than frozen or canned. International Journal of Gastronomy and Food Science, 9, 29-33.
- Poyearleng, Ch., Kai, Z., Shahriar, S., & Reakine, O. P. S. (2019). Factors Influencing Consumers’ Purchasing Behavior on Organic Vegetables: A Case Study in Vientiane, Lao PDR. Open Journal of Social Sciences, 7, 199-215.
- Priporas, C.-V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381.
- Rekhy, R., & McConchie, R. (2014). Promoting consumption of fruit and vegetables for better health. Have campaigns delivered on the goals? Appetite, 79, 113-123.
- Saba, A., Moneta, E., Peparaio, M., Sinesio, F., Vassallo, M., & Paoletti, F. (2018). Towards a multi-dimensional concept of vegetable freshness from the consumer’s perspective. Food Quality and Preference, 66, 1-12.
- Salehi, B., Sharifi-Rad, R., Sharopov, F., Namiesnik, J., Roointan, A., Kamle, M., Kumar, P., Martins, N., & Sharifi-Rad, J. (2019). Beneficial effects and potential risks of tomato consumption for human health: An overview. Nutrition, 62, 201-208.
- Schifferstein, H. N. J., Wehrle, T., & Carbon, C.-CH., (2019). Consumer expectations for vegetables with typical and atypical colours: The case of carrots. Food Quality and Preference, 72, 98-108.
- Schlossberg, M. (2016). Teen Generation Z is being called’ millennials on steroids,’ and that could be terrifying for retailers.
- Šedík, P., Šugrová, M., Horská, E., & Nagyová, Ľ. (2017). Comparative study on private label brand “K – take it veggie” in Slovakia and the Czech Republic. Economics, Management, Innovation – Scientific-Technical Journal of Moravian Business CollageOlomouc, 9(2), 59-71.
- Storey, M., & Anderson, P. (2018). Total fruit and vegetable consumption increases among consumers of frozen fruit and vegetables. Nutrition, 46, 115-121.
- Šugrová, M., & Šumichrast, J. (2018). Zastavme prepad pestovania zeleniny! Roľnícke noviny, 89(8), 11.
- Šugrová, M., Nagyová, Ľ., Tkáč, F., & Janšto, E. (2018). Factors Influencing Slovak Consumer’s Actual Buying Behavior towards Fresh Vegetable. Paper presented at the International Scientific Days 2018 (pp. 706-718). Slovak University of Agriculture in Nitra, May, 16-17, Nitra.
- Tomatonews.com. (2017). EU Agricultural Outlook for the EU Agricultural Markets and Income 2017–2030.
- Tomatonews.com. (2019). The global tomato processing industry.
- Wood. (2013). Generation Z as Consumers: Trends and Innovation. Institute of Emerging Issues: NC State University.
- World Health Organization (2003). Diet, nutrition and the prevention of chronic diseases: Report of a Joint WHO/FAO Expert Consultation.
- Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers’ perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: A case study of Beijing, China. Journal of Cleaner Production, 197, 1498-1507.