Agroeconomia Croatica, Vol. 12 No. 2, 2022.
Original scientific paper
Characteristics of sushi consumers in Croatia: Sociodemographic characteristics, purchasing and consumption behavior
Ivana Deak
; KPMG Croatia d.o.o , Ulica Ivana Lučića 2A, 10 000, Zagreb
Marina Štambuk
orcid.org/0000-0001-6637-3676
; Zavod za menadžment i ruralno poduzetništvo, Agronomski fakultet Sveučilište u Zagrebu, Svetošimunska 25, 10 000 Zagreb
Abstract
The aim of this research was to determine consumer behaviour on the sushi market in Croatia and to examine sociodemographic differences between participants regarding sushi consumption. Study sample in the online survey was 626 participants. Results showed that sushi is consumed more by more educated, older, employed participants with higher life standard living in larger cities. Frequent consumers successfully recognized two sushi types but did not express strong preferences for a specific type when ordering and rated taste as the most important feature. Participants were moderately satisfied with sushi offer and would consume more sushi if the offer in their place of residence was better.
Keywords
sushi, consumer behaviour, sociodemographic characteristics
Hrčak ID:
295625
URI
Publication date:
13.1.2023.
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