<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The paper explores how Slovak consumers perceive the value of food, sold by different retail formats (especially farmers’ markets and supermarkets), in terms of the quality, price, and healthiness. The aim of this paper is to evaluate consumer perceptions regarding global and local types of retail stores where they buy food most frequently. In the study, the segmentation of consumers by generation, income, and type of residence is provided. From the methodological point of view, Mann-Whitney U and Kruskal-Wallis tests are used to test hypotheses. According to the sample of respondents (n = 1,004), large-scale stores do not offer healthier and higher-quality food. This perception, however, varies based on the income of the consumer groups. On the other hand, respondents perceive that food sold at farmers’ markets is healthier and of higher quality than food in conventional stores. They do not perceive that food sold at farmers’ markets is cheaper than food in conventional stores.</p>
</abstract>

The paper explores how Slovak consumers perceive the value of food, sold by different retail formats (especially farmers’ markets and supermarkets), in terms of the quality, price, and healthiness. The aim of this paper is to evaluate consumer perceptions regarding global and local types of retail stores where they buy food most frequently. In the study, the segmentation of consumers by generation, income, and type of residence is provided. From the methodological point of view, Mann-Whitney U and Kruskal-Wallis tests are used to test hypotheses. According to the sample of respondents (n = 1,004), large-scale stores do not offer healthier and higher-quality food. This perception, however, varies based on the income of the consumer groups. On the other hand, respondents perceive that food sold at farmers’ markets is healthier and of higher quality than food in conventional stores. They do not perceive that food sold at farmers’ markets is cheaper than food in conventional stores.

Consumer perception of food value: A comparative study of global supermarkets and local farmers' markets in Slovakia

Department of Regional Geography and Regional Development, Faculty of Natural Sciences

Department of Regional Economics, Faculty of Economics and Administration

Moravian Geographical Reports

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The paper explores how Slovak consumers perceive the value of food, sold by different retail formats (especially farmers’ markets and supermarkets), in terms...

Consumer perception of food value: A comparative study of global supermarkets and local farmers' markets in Slovakia

Data publikacji: 26 gru 2023

Zakres stron: 184 - 193

Otrzymano: 21 lip 2023

Przyjęty: 06 gru 2023

DOI: https://doi.org/10.2478/mgr-2023-0017

Słowa kluczowe
consumer perception, farmers’ markets, retail choice, supermarkets, Slovakia

© 2023 František Križan et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Consumer perception of food value: A comparative study of global supermarkets and local farmers' markets in Slovakia

Data publikacji: 26 gru 2023

Zakres stron: 184 - 193

Otrzymano: 21 lip 2023

Przyjęty: 06 gru 2023

DOI: https://doi.org/10.2478/mgr-2023-0017

Słowa kluczoweconsumer perception, farmers’ markets, retail choice, supermarkets, Slovakia

© 2023 František Križan et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Słowa kluczowe
consumer perception, farmers’ markets, retail choice, supermarkets, Slovakia