摘要：Consumer quantitative survey was performed on general population 18+ in Serbia at the end of September – begging of October 2010.The instrument used in thissurvey was a structured questionnaire.The stratified three-staged random representative sample is applied (N=516).Based on reported frequency of consumption two groups of consumers were identified:(1) conservative consumers who reported high level of traditional food consumption and simultaneously lower level of functional food consumption (NT=196);(2) innovatorsrepresented bythe heavyfunctional food consumers who reported lower level of traditional food consumption (NF=60).A descriptive statistical analysis(parametric and nonparametric) was conducted with the aim to investigate allstatisticallysignificant differences between two consumers’ group profiles.The so-called conservative consumers dominate over heavyfunctional food consumer group in oursample.The heavy traditional food consumers are older on average and more unemployed (asretired people are considered as unemployed) and exposed to social influences."Traditional food” in Serbia is perceived as home-made,tasty and healthy,with long heritage.Differencesin age and education between two compared consumers groupsindicate possible transition of diet pattern toward more frequent functional food consumption.
其他摘要：Kvantitativno istraživanje potrošača izvršeno je na opštoj populaciji 18+ krajem septembra – početkom oktobra 2010.godine u Srbiji.Instrument koji je korišćen u istraživanju je strukturirani upitnik.Reprezentativni stratifikovani troetapni slučajni uzorak je primenjen (N = 516).Na osnovu prijavljene učestalosti konzumiranja identifikovane su dve grupe potrošačа:konzervativni potrošači (NТ = 196) i inovatori (NF = 60).Deskriptivna statistička analiza je sprovedena sa ciljem da se istraže sve statistički značajne razlike između dve grupe profila potrošača.U našem uzorku tzv.konzervativni potrošači dominiraju nad velikim potrošačima funkcionalne hrane.Veliki konzumenti tradicionalne hrane su u proseku stariji,među njima su brojno zastupljeniji nezaposleni (penzioneri se u našem slučaju ubrajaju u ovu kategoriju) i više su izloženi uticajima socijalne sredine.„Tradicionalna hrana"se u Srbiji doživljava kao domaća,ukusna,zdrava i kao hrana sa istorijskim nasleđem.Razlike u starosti i obrazovanju između dve grupe potrošača ukazuju na moguću tranziciju u pravcu značajnije konzumacije funkcionalne hrane.
关键词：Consumer quantitative survey was performed on general population 18+ in Serbia at the end of September – begging of October 2010.The instrument used in thissurvey was a structured questionnaire.The stratified three-staged random representative sample is applied (N=516).Based on reported frequency of consumption two groups of consumers were identified:(1) conservative consumers who reported high level of traditional food consumption and simultaneously lower level of functional food consumption (NT=196);(2) innovatorsrepresented bythe heavyfunctional food consumers who reported lower level of traditional food consumption (NF=60).A descriptive statistical analysis(parametric and nonparametric) was conducted with the aim to investigate allstatisticallysignificant differences between two consumers’ group profiles.The so-called conservative consumers dominate over heavyfunctional food consumer group in oursample.The heavy traditional food consumers are older on average and more unemployed (asretired people are considered as unemployed) and exposed to social influences."Traditional food” in Serbia is perceived as home-made,tasty and healthy,with long heritage.Differencesin age and education between two compared consumers groupsindicate possible transition of diet pattern toward more frequent functional food consumption.
其他关键词：Kvantitativno istraživanje potrošača izvršeno je na opštoj populaciji 18+ krajem septembra – početkom oktobra 2010.godine u Srbiji.Instrument koji je korišćen u istraživanju je strukturirani upitnik.Reprezentativni stratifikovani troetapni slučajni uzorak je primenjen (N = 516).Na osnovu prijavljene učestalosti konzumiranja identifikovane su dve grupe potrošačа:konzervativni potrošači (NТ = 196) i inovatori (NF = 60).Deskriptivna statistička analiza je sprovedena sa ciljem da se istraže sve statistički značajne razlike između dve grupe profila potrošača.U našem uzorku tzv.konzervativni potrošači dominiraju nad velikim potrošačima funkcionalne hrane.Veliki konzumenti tradicionalne hrane su u proseku stariji,među njima su brojno zastupljeniji nezaposleni (penzioneri se u našem slučaju ubrajaju u ovu kategoriju) i više su izloženi uticajima socijalne sredine.„Tradicionalna hrana"se u Srbiji doživljava kao domaća,ukusna,zdrava i kao hrana sa istorijskim nasleđem.Razlike u starosti i obrazovanju između dve grupe potrošača ukazuju na moguću tranziciju u pravcu značajnije konzumacije funkcionalne hrane.
