Abstract
The research has shown that in the last 5,000 years the human evolution has made the greatest leap in the human history. As a result of these changes, thanks to relatively recent discovery of a specific gene, even adult Europeans can digest milk. In their nutritional guidelines based on the scientific evidence, the official health organizations and institutions recommend drinking milk and eating low-fat dairy products such as yoghurts or cheese. The human body absorbs the necessary amount of calcium in the easiest form from cow's milk. Calcium is the essential element not only for healthy bones and teeth but it is also the important factor for the transmission of nerve impulses, it supports heart activity, helps reduce high blood pressure and "bad" LDL cholesterol levels and alleviate allergic reactions. It has impact on proper blood clotting, affects sperm mobility, helps prevent arthritis or can also contribute to better sleep. Milk is a valuable food not only for calcium content but also for selenium which slows down the aging process and contributes to the protection of the immune system. Acid dairy products prevent the digestive disorders, protect against gastrointestinal infections and improve skin condition. Despite all these positive aspects the consumption of milk, as well as dairy products, has the downward trend in Slovakia. In the last decade, the consumption was at a historical minimum and below the recommended annual dose, which is 91 liters of milk per person. Therefore, the main objective of this research paper was to examine the quality of milk produced by two selected competing companies and identify the various factors affecting consumers´ decision-making process when purchasing milk and dairy products. The attention was concentrated on the sensory attributes (colour, appearance, smell, taste and quality) and marketing tools (brand, packaging, label and price). The primary data were obtained by the questionnaire survey, which was conducted in the Slovak Republic with 284 respondents. For a deeper analysis, the data were evaluated by the statistical methods. Based on the results of the blind testing it was determined that even though the quality of monitored milk is the same, the respondents prefer the sensory attributes of Rajo semi-skimmed milk. When it comes to brand, packaging, label and price Tami semi-skimmed milk also lagged behind.
Highlights
Milk is a rich source of nutrients and energy
Up to 97.54% of them knew the Rajo brand and 85.56% Tami. This high representation can be due to the fact that customers can find milk or other dairy products from at least one of these brands in almost every grocery store in Slovakia
In addition to the above-mentioned suggestions, the respondents who disliked logos agreed on an overall redesign that would change the font type and size, and in their opinion, it lacked the slogan and image of something associated with milk
Summary
Milk is a rich source of nutrients and energy. It is one of the complex foods and it can be called as a “superfood” because it contains the numerous nutrients. Milk and dairy products have been a traditional food of the people in our country since the time immemorial. The main objective of this research paper was to examine the quality of milk produced by two selected competing companies and identify various factors affecting consumersdecision-making process when purchasing products. Since many authors are currently devoted to this topic, we have sorted the data by using selection and processed it into the appropriate form for this paper via deduction, analysis and synthesis This theoretical overview became the basis for the realization of questionnaire surveys which served as a source of primary information and was supplemented with a blind testing. The majority of respondents (44.37%) were employed, who were asked to write what position they were working at Since this additional question was open, we received the different answers.
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