Familiarity and attitudes of Czech consumers towards tropical fruits

Bc. Dominika Dvořáková

Diplomová práce

Abstract:

The purpose of this thesis is to analyse and describe the familiarity of the Czech citizens with tropical fruits, their general attitudes and beliefs, the influence of social norm on tropical fruit consumption and to evaluate consumers’ purchasing intention of tropical fruits. To gain such information, a questionnaire-based online survey (n = 827) was applied. Familiarity with tropical fruits differs among various sociodemographic aspects. Over 60 percent of respondents do know and consume four to eleven out of twenty-three outlined tropical fruits. Tropical fruits are viewed as well available, tasty, healthy and nutritious, however they are perceived as quite expensive by the respondents. The most preferred tropical fruits are bananas, lemons, tangerines and oranges and among the less known belong rambutan, durian, kumquat or guava. Males consume tropical fruits more on the daily basis, whereas females are more likely to consume tropical fruits on weekly to even monthly basis. Czech consumers prefer consumption of tropical fruit in a form of fresh fruit rather than canned or mixed with yoghurt. Among age distribution, younger generation (up to 35 years of age) draws information about tropical fruits mostly on the Internet, whereas elder generation (54 years and more) acknowledges themselves through vacation experiences more than others.

Keywords

Tropical fruit, The Czech Repubic, Consumption, Consumer behaviour, Exotic fruit

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 15. 5. 2020

Obhajoba závěrečné práce

• Vedoucí: Ing. Petra Chaloupková, Ph.D. dr. h. c.

Česká zemědělská univerzita v Praze

Fakulta tropického zemědělství

Magisterský studijní program / obor:
Tropické zemědělství / Sustainable Rural Development in the Tropics and Subtropics