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Consumer behaviour of young generation in slovakia towards cocoa-enriched honey

机译:斯洛伐克的年轻一代的消费者行为为可可富含可可蜂蜜

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摘要

The new trend of healthy lifestyle increases consumers´ attention towards superfoods or functional food. Due to this fact, honey enriched with various healthy foods such as cocoa, cinnamon, ginger or dried fruits has started to appear on the European market. The aim of this research paper was to investigate consumer´s perception and preferences for cocoa-enriched honey. Consumer research was based on questionnaire survey extended by product testing. This survey was conducted in 2018 (February and March) and in total 257 young Slovak consumers between 18 - 30 years participated. Each respondent tested and evaluated sensory attributes of the product (taste, aroma, colour and texture) using a 5-point scale. Statistical analyses included Friedman test, Mann-Whitney U test, Fisher's Exact Test, Pearson Chi-square test and Cramer'V coefficient. Results showed that the cocoa-enriched honey was evaluated as tasty, aromatic, gently, delicious, special, with ideal sweetness and amount of cocoa. All sensory attributes were evaluated positively (2 - good). Females were more interested in the purchase of this product. Moreover, the product would be purchased mostly by respondents who consider it a healthier alternative to commercial chocolate spreads or by those who consider their eating habits healthy. Laboratory tests revealed that the antioxidant activity of the product was higher in comparison to normal honey. In conclusion, the obtained information could be used in product positioning, promotion and designing appropriate marketing strategy.
机译:健康生活方式的新趋势将消费者的注意力增加到超级食品或功能性食品。由于这一事实,蜂蜜富含各种健康食品,如可可,肉桂,姜或干果已经开始出现在欧洲市场上。本研究论文的目的是调查消费者对可可富含可可蜂蜜的感知和偏好。消费者研究基于产品测试扩展的调查问卷调查。本调查是在2018年(2月和3月)进行的,共有257名年轻斯洛伐克消费者参加,参加了18至30岁。每个受访者使用5分尺度测试和评估产品的感官属性(味道,香气,颜色和质地)。统计分析包括弗里德曼考试,曼 - 惠特尼U测试,Fisher的精确测试,Pearson Chi-Square测试和Cramer'V系数。结果表明,可可富含Cocoa-inciched蜂蜜作为美味,芳香,轻柔,美味,特殊,具有理想的甜味和可可量。所有感官属性都被积极评估(2 - 好的)。女性对购买本产品更感兴趣。此外,该产品主要由受访者购买,答复者认为它是商业巧克力传播的更健康的替代品,或者那些认为他们的饮食习惯健康的人。实验室测试显示,与正常蜂蜜相比,产品的抗氧化活性较高。总之,所获得的信息可用于产品定位,促销和设计适当的营销策略。

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