Doru NECULA1,2, and Mădălina UNGUREANU-IUGA 1,2*
1 Mountain Economy Center (CE-MONT), “Costin C. Kiriţescu” National Institute of Economic Researches (INCE), Romanian Academy, 49th, Petreni Street, 725700, Vatra Dornei, Romania
2 Department of Physiology, University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca, 3-5th, Mănăștur Street, 400037, Cluj-Napoca, Romania
*Corresponding author: madalina.iuga@ce-mont.ro
Abstract
Income level can affect consumer behavior and its intention to buy a food product. This paper aimed to evaluate the impact of the income level on consumer behavior of Emmental type cheese from Ţara Dornelor, Romania, area. A questionnaire was applied online and on site and four groups were made after data collection, in function of the income level: very low (< 1800 lei), low (1800-3000 lei), medium (3000-5000 lei), and high (> 5000 lei). The consumption characteristics (frequency, amount, price willing to pay, shop place preference) and the factors affecting the buying intention were evaluated (price, taste and aroma, aspect and texture, producer, product history, health benefits, mood, ingredients used, marketing, convenience, and nutritional value). The results showed that the income level affected significantly (p ≤ 0.05) the consumption frequency and the price willing to pay. The price willing to pay decreased as the income level decreased, while the consumption frequency was lower for the medium income group compared to the other ones. The convenience and producer factors registered significant (p ≤ 0.05) differences among groups. The medium-high income level groups are more aware of the ingredients used, health benefits, and product characteristics, while the low income groups are also interested in the producer and nutritional value of the Emmental cheese. These results suggest the necessity to adapt the marketing policy to the population income and/or adjust the distribution of Emmental cheese in Dorna area.
Keywords:
hard cheeses, consumer behavior, questionnaire, income level, mountain product