The analysis of factors influencing consumers' decisions to purchase and consume cheese

Cheese, as the most significant category of dairy products, constitutes a substantial portion of the contemporary human diet. Similar to other industries, in the food industry, the needs of the consumers and their perception of a product are greatly significant for ensuring better market performance and an adequate form of customer outreach. The cheese market has been gaining importance due to changes in dietary habits and growing demand. Familiarization with the consumer profile and the motivators that affect their choices present key factors in shaping market indicators. This paper deals with the factors that influence consumer behaviour when choosing cheese observed within two Southeastern European food markets: Serbia and Montenegro. The task of the research conducted is to examine consumer behaviour and the factors that motivate cheese-purchasing decisions. For the purposes of this research, 370 survey questionnaires were collected and interpreted. The results were systematized by using descriptive statistics and the chi-square test of independence. A special CB-cheese scale was created for the research. The data from the scale were analysed using factor analysis. It was found that product quality and price-to-quality ratio were fundamental factors influencing cheese purchasing decisions, while product advertising level and packaging appearance were the least significant factors. The established scale was deemed adequate.