EXPLORING THE IMPACT OF INCOME ON CONSUMER PREFERENCES FOR DORNA SWISS EMMENTAL CHEESE

Income level can affect consumer behavior and its intention to buy a food product. This paperaimed to evaluate the impact of the income level on consumer behavior of Emmental typecheese from Ţara Dornelor, Romania, area. A questionnaire was applied online and on site andfour groups were made after data collection, in function of the income level: very low (< 1800lei), low (1800-3000 lei), medium (3000-5000 lei), and high (> 5000 lei). The consumptioncharacteristics (frequency, amount, price willing to pay, shop place preference) and the factorsaffecting the buying intention were evaluated (price, taste and aroma, aspect and texture,producer, product history, health benefits, mood, ingredients used, marketing, convenience,and nutritional value). The results showed that the income level affected significantly (p ≤ 0.05)the consumption frequency and the price willing to pay. The price willing to pay decreased asthe income level decreased, while the consumption frequency was lower for the mediumincome group compared to the other ones. The convenience and producer factors registeredsignificant (p ≤ 0.05) differences among groups. The medium-high income level groups aremore aware of the ingredients used, health benefits, and product characteristics, while the lowincome groups are also interested in the producer and nutritional value of the Emmentalcheese. These results suggest the necessity to adapt the marketing policy to the populationincome and/or adjust the distribution of Emmental cheese in Dorna area.