ANALYSIS OF CONSUMER BEHAVIOUR IN REGARD TO DAIRY PRODUCTS IN KOSOVO

Abstract

Consumer behaviour in Kosovo in respect of dairy products (white cheese, yoghurt, fruit yoghurt, Sharri cheese, curd and caciocavalo) was studied during 2007 using different socio-economic variables assessed by so-called evaluation criteria 1-5. The objective of study was to possibly identify effect of different variables on consumer decision upon purchase of dairy products. Dairy products were perceived differently at various types of purchasing places. The most important socio-economic variables explaining individual differences in consumer behaviours regarding purchase of dairy products involved were: trust, gender of consumer, quality, origin, and price of product. Conclusions derived from the analysis can be used as useful barometer for market orientation. The outcomes suggest that assessment of consumer behaviour through evaluation criteria can contribute to a better understanding of consumer behaviour in respect of different dairy products. With specific extension of market indicators the evaluation method used in this study may be relevant to analyze perception of consumer behaviour in regards to dairy chain and other animal products in future, in Kosovo.