Preliminary communication

Consumer purchasing and consumption behaviour for fresh tomato

Ljubica Živković ; University in Zagreb, Faculty of Agriculture in Zagreb, Zagreb
Željka Mesić ; University in Zagreb, Faculty of Agriculture in Zagreb, Zagreb
Marina Tomić Maksan ; University in Zagreb, Faculty of Agriculture in Zagreb, Zagreb

Abstract

The goal of the research was to determine consumers purchasing and consumption behaviour for fresh tomato, reasons for fresh tomato consumption, and the importance of extrinsic and intrinsic characteristics of fresh tomato. The survey was conducted on a sample od 100 consumers of fresh tomato.The highest share of respondents consume fresh tomato in the season two to three times a week, in amounts of 0.5 to 1 kg per week. Respondents usually buy fresh tomato in supermarkets and city markets. Most consumers buy tomatoes in bulk, while only a smaller share buy packaged tomatoes. The main reason for fresh tomato consumption is that fresh tomato is a refreshing summer salad, and it is healthy and nutritious food. From the intrinsic characteristics of fresh tomato, the most important for respondents are taste and juiciness, where they prefer intensive taste of tomato and high juiciness. From the extrinsic characteristics of fresh tomato, the most important for respondents are hardness and origin of fresh tomato, and they prefer mostly hard fresh tomato and domestic origin. Results of the research are of great importance to fresh tomato producers in order to plan production and selection of tomato varieties that meet consumer preferences. Also, the results provide useful information to sellers and marketeres in designing marketing strategies to improve sales.

Keywords

fresh tomato; consumers; intrinsic characteristics; extrinsic characteristics

Hrčak ID:

231064

URI

https://hrcak.srce.hr/231064

Publication date:

17.11.2019.

Article data in other languages: croatian

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