Consumer attitudes to the animal food quality products in Serbia

Abstract

The objective of this study was to determine consumer attitudes to animal food quality products in Serbia. The study was carried out in two steps. First, qualitative research was carried out by interviewing experts, which provided information on the main strengths and weaknesses of Serbian food products. Second, standardized face-to-face interviews with consumers were conducted. The attitudes were summarized using descriptive statistics and analysis of variance. The quality products of animal origin in this study included the local, traditional and organic products. The results showed that consumers tend to prefer quality over price. It is important to underline that in Serbia there is limited research in this field and consumers tend to provide socially desirable responses. Consumers in Serbia allocate about 40% of total income to food. Serbian consumers tend to enjoy food shopping more than other consumers in the Region and they have the least pronounced ethnocentrism.