Consumer preferences for fresh vegetables in Eastern Croatia

During Croatia market liberalization many things changed: from development of domestic and foreign hypermarkets to change of attitudes and life style of consumers. Hypermarkets perfectly meet the modem preferences of consumers (they are open the whole day, what is suitable considering actual. working schedule, consumers may complete the shopping in one place, they are offering children care, entertainment possibilities, free parking places, etc.). So it is not surprising that hypermarkets became the most frequent vegetables purchasing place, as opposed to green market, green grocer's shops, retails etc. The aim of this paper was to explore consumer's part in vegetable market chain in Eastern Croatia in order to find their needs, preferences and characteristics for fresh vegetables. The survey is related to three counties of Eastern Croatia (Osijek and Baranja, Vukovar and Srijem and Slavonski Brod and Posavina). Data were collected by means of personal conducted structured questionnaire about consumer's personal data, their place for purchasing vegetables, frequency of purchase, importance of criteria related to vegetable purchase and vegetable quality. Vegetable costumer's survey showed that, in Eastern Croatia vegetables are most frequently purchased at the hypermarkets (58%) followed by fresh produce market (32%). The most frequent reasons for purchasing in hypermarkets are the low prices and complete shopping. Survey about criteria for purchasing vegetables showed that the quality is most important, than price and producer but it depends on age, education and the place of residence. Quality criteria survey pointed that the most important criterion is healthy or eco-look, than colour (equally very important). Size of vegetable is the least important criterion. There are statistically significant differences in ranking this criterion according to gender, age, education, income and the place of residence. Finally, it can be concluded that consumers enjoy the benefits of tough competition between hypermarkets: low prices, frequent sales, high quality, freshness, etc. Also they prefer domestic products. Since hypermarkets try to fulfil all consumers' needs, they are motivated to sell domestic products what has positive effect on vegetable production in Croatia as well.