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Abstract
Cheese, as the most significant category of dairy products, constitutes a substantial portion of the contemporary human diet. Similar to other industries, in the food industry, the needs of the consumers and their perception of a product are greatly significant for ensuring better market performance and an adequate form of customer outreach. The cheese market has been gaining importance due to changes in dietary habits and growing demand. Familiarization with the consumer profile and the motivators that affect their choices present key factors in shaping market indicators. This paper deals with the factors that influence consumer behaviour when choosing cheese observed within two Southeastern European food markets: Serbia and Montenegro. The task of the research conducted is to examine consumer behaviour and the factors that motivate cheese-purchasing decisions. For the purposes of this research, 370 survey questionnaires were collected and interpreted. The results were systematized by using descriptive statistics and the chi-square test of independence. A special CB-cheese scale was created for the research. The data from the scale were analysed using factor analysis. It was found that product quality and price-to-quality ratio were fundamental factors influencing cheese purchasing decisions, while product advertising level and packaging appearance were the least significant factors. The established scale was deemed adequate.
Highlights
Familiarity with the consumer profile and their decision-making behaviour related to the consumption of cheese is crucial for shaping the assortment and market positioning of cheese (Ivanović et al, 2022)
Based on the review of the sources examined and the results obtained via the survey questionnaire conducted on the territories of the Republic of Serbia and Montenegro, the following conclusions can be reached: Familiarity with the consumer profile, and their preferences and behaviour are crucial for positive market placement
It has been established that cheeses are a significant category of food in the diets of Southeastern Europeans, with preferences dependent on their monthly income
Summary
Familiarity with the consumer profile and their decision-making behaviour related to the consumption of cheese is crucial for shaping the assortment and market positioning of cheese (Ivanović et al, 2022). Cheese, which has held a significant place in the human diet since ancient times, is defined as a dairy product that is obtained through the process of coagulation and fermentation (Fox at al., 2015; Guiné, Florenca, 2019). The diversity of dairy product manufacturing technologies enables the creation of a wide range of products with various sensory characteristics. Factors such as milk type, production processes, the culture used, and manufacturing conditions contribute to the heterogeneity of cheese products in the market (Guiné, Florenca, 2019; Ferrão, Guine, 2019; Zheng et al, 2021; Nájera et al, 2021; Skalkos et al, 2023; Stošić et al, 2023). Statistics show that American cheese consumers use grated cheese most often for the preparation of pizza, quesadillas, and other similar dishes (Statista)
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