Assessment of the results of the strategic orientation on regional and local products in food retail

Abstract

The aim of this paper is to assess if there is a difference in food choice behaviour between regular customers of stores of the retail chain Terno and other consumers. Consequently, the paper aims to discover, if the strategy formulated by the consumer co-operative Jednota České Budějovice was a good strategy. The core of this strategy is the orientation on the region, local and regional food and food products and the co-operation with local small and medium suppliers. Another part of this strategy is also the permanent control of quality of these products and creation of the special private label – Quality food from our region. The consumer co-operative co-operates also with the regional grouping under another label – Tastes great. Southbohemian. The assessment is done by means of the analysis of a questionnaire survey that was done among consumers in the South Bohemia in 2011. The strongest factor differentiating customers of the retail chain TERNO from other consumer is the orientation on regional or local products, which explains about 41% of variability. Other differentiating factors are environment-friendly production and selling and quality of food. All these three factors explain in total 66.5% of variability of the data set.