Consumer preferences regarding food quality labels: the case of Czechia

Abstract

Purpose The purpose of this paper is to identify consumer segments based on preferences for food quality labels in Czechia. The goal of the research is to identify the attitudes of Czech consumers towards foods bearing quality labels and to create a consumer typology based on attitudes towards food quality labels. Design/methodology/approach The survey was conducted among 444 respondents of Czechia over 18 years of age, addressed in front of grocery stores. Using cluster analysis, the segmentation of Czech consumers based on their attitudes to food quality labels was investigated. Consumer segments were profiled using individual consumer characteristics (knowledge of quality labels, perception of quality labels, willingness to pay more for food quality labels and socio-demographics characteristics). Findings The three most important factors for Czech consumer when buying food are price, origin and appearance. There are three segments of Czech consumers: quality seekers, unconscious shoppers and impulsive shoppers. Consumers from these segments have different attitudes and perceptions regarding food quality labels. The largest segment is unconscious shoppers (almost 50 per cent of respondents, lower values for their attitudes towards quality labels as well as their knowledge, primarily women living in single households or in three- to four-person households), followed by quality seekers and impulsive shoppers. Quality seekers (24 per cent of all respondents) have positive attitudes towards food quality labels and have had previous positive experiences with quality labels and the composition and origin of the foods. These respondents exhibited the highest spontaneous knowledge of food quality labels on the Czech market. They are primarily men with a university education, living in two- to five-person households, and with above-average earnings. Impulsive shoppers (26 per cent of all respondents) consider the price and composition of the product to be the most important criterion. Current taste or preference is an important purchase criterion, and they are focused on BIO and Ceský výrobek labels. They are typically educated women, living in up to four-person households, and with average earnings. Research limitations/implications The study demonstrates that consumers are driven by different factors when buying food. The research sample does not fully correspond with the proportion of males and females in the Czech population. Food quality labels are a favourably perceived decision-making factor. The study is focused on food quality labels on the Czech market, where knowledge of EU quality schemes is lower compared to other EU countries such as France, Italy and Spain. Practical implications Food quality labels bring benefits to consumers as well as producers, because consumers are buying a product with specific value-adding qualities and producers can better promote food products with unique quality. Furthermore, the study confirms a need to extend and intensify promotional and communication activities to increase consumer preferences for food quality labels. Originality/value The study presents some important differences between the developed segments and highlights the importance of various factors in making food choices. Another finding is that the segmentation of Czech consumers based on their perception of food quality labels is better than one based on socio-demographic characteristics.