The Quality Mark SK and Its Impact on The Shopping Behavior of Slovak Consumers

摘要

The Quality Mark SK was put into practise in 2004 to support the consumption of domestic food products after Slovakia joined the European Union. The main objective was to inform Slovak consumers about the quality of domestic foods and thus support the consumption of domestic food products. Currently 85 Slovak producers are the holders of the Quality Mark SK and 625 quality Slovak products are labelled with this logo. The article deals with the presentation of the Quality Mark SK and conditions for its granting of Slovak products. It informs about the results of the marketing research, which tried to find out the level of knowledge and satisfaction of Slovak consumers with Quality Mark SK. Based on the research, it was found out that the Slovak consumers considered the quality as important impact on their final purchasing decision, but Quality Mark SK had no important impact on their shopping behaviour. The reason may be poor mediatisation of this mark, thereby the author outlines proposals, which could help to increase knowledge of Slovak consumers about the Quality Mark SK and improve their awareness of the mark.