探索消费者对蜂蜜的偏好和态度:斯洛伐克的一代方法
Peter Šedík1, Martina Hudecová1, Kristína Predanócyová2
1Institute of Marketing, Trade and Social Studies, Faculty of Economics and Management, Slovak University of Agriculture in Nitra, 949 76 Nitra, Slovakia.
Foods (Basel, Switzerland)
|May 27, 2023
概括
斯洛伐克消费者对蜂蜜的偏好因年龄而异. 老一代人重视营养益处和单花蜂蜜,而年轻消费者更喜欢多花的品种,对蜂蜜化品感兴趣较少.
科学领域:
- 食品科学 食品科学 食品科学
- 消费者行为 消费者行为
- 社会学 社会学 社会学
背景情况:
- 蜂蜜被广泛消费,因为它被认为具有健康益处和独特的成分.
- 了解消费者偏好的世代差异对于蜂蜜行业至关重要.
- 斯洛伐克为研究蜂蜜消费模式提供了一个独特的市场.
研究的目的:
- 调查和确定斯洛伐克不同年龄阶段的不同蜂蜜消费偏好.
- 分析蜂蜜类型,颜色和添加成分等因素如何吸引不同的人口群体.
- 探索蜂蜜在不同年龄段的化品中的利用.
主要方法:
- 2022年通过在线问卷调查进行初级数据收集.
- 1850名斯洛伐克蜂蜜消费者的样本大小,分为四个年龄段:Z世代,Y世代,X世代和银世代.
- 使用多重对应分析和非参数测试来识别显著差异的统计分析.
主要成果:
- 银一代优先考虑营养价值和深色单花蜂蜜;Z一代偏爱多花蜂蜜,对营养或化品用途不太感兴趣.
- 蜂蜜在化品中的使用主要与第十代有关.
- 年轻一代 (Z和Y) 与老一代 (X和Silver) 相比,对奶油蜂蜜和添加蜂蜜的认识较低.
- 蜂,皇家果和蜜蜂花粉是所有年龄组中最受欢迎的蜂蜜添加剂,而螺旋藻和是最不喜欢的.
结论:
- 斯洛伐克在蜂蜜偏好,消费驱动因素和对特殊蜂蜜产品的认识方面存在显著的代际差异.
- 可能需要有针对性的营销策略来解决每个年龄人口的特定偏好和意识水平.
- 这项研究强调了传统的蜂蜜添加剂,如蜂,皇家果和蜜蜂花粉在斯洛伐克人口中的持久吸引力.
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