Pilot analysis of key factors in honey consumption

Annotation: In this year the internal grant project No. 20151030 on FEM CULS Prague has been started. Its aim is identify to consumer's perception of honey quality in connection of his/her purchasing behaviour. Before the main survey of the project a pilot study of consumer behaviour key factors was conducted. The topic of this paper is a presentation of its results. The used method of the pilot study is a questionnaire survey for basic factors honey consumption and consumers' willingness to pay a higher price for honey. Subsequently dependences are determined and tested in SPSS programme. For increasing honey consumption it should be recommended to focus on the youngest age group of people mainly. The main motivation for consumers to pay higher price may be a certificate of quality of honey and origin of honey from the same region where the consumers live in. This certification can bring higher sales with the small costs to beekeepers and higher value of honey for consumers.