Quality label as the guarantee of top quality agricultural and food products produced in Slovak Republic - A case study of slovak food market

Abstract

The aim of the present paper was to determine the Slovak consumer's opinion about the purchase and quality level of agricultural and food products produced in the Slovak Republic, as well as to determine their knowledge and preference of the National Quality Label "Znacka kvality SK". As research methods, there have been used the methods of survey and structured questionnaire consisting of 22 questions. The total number of respondents was 2.808 randomly selected respondents from all over the Slovak Republic. For a deeper analysis of the obtained results, there have been set out nine hypothesis, which have been tested with the use of Pearson's chi-square test, Fisher's exact test, Mann-Whitney U-Test and Cramer's contingency coefficient. The results of the present paper show, that the knowledge and preference of higher quality food is between Slovak consumers on a pretty high level - more than 44 % respondents think that they buy higher quality products, more than 49 % of respondents think that the agricultural and food products produced in Slovak Republic are rather higher and higher quality, more than 58 % of respondents know the Quality Label "Znacka kvality SK", over 56 % of respondents could describe its logo, more than 60 % of them could spontaneously name five brands, respectively products labelled with this Quality Label and almost 50 % of respondents buy also the ecological products.