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1.
Commercial aquaponics approaching the European market: to consumers' perceptions of aquaponics products in Europe
Vesna Miličić, Ragnheidur Thorarinsdottir, Maria Dos Santos, Maja Turnšek, 2017, original scientific article

Abstract: The first commercial aquaponics companies are starting up in Europe. The main focus has been on solving technology issues and optimizing production. However, increasing attention is now being paid to certification and regulations linked to aquaponics, as well as the marketing of products and services. The paper presents the results of a study whose main aim was to estimate consumers’ knowledge about aquaponics and their acceptance of aquaponics products in different European regions. An on-line questionnaire was administered to the general public through the aquaponics network of Food and Agriculture COST (European Cooperation in Science and Technology) Action FA1305 “The EU Aquaponics Hub—Realising Sustainable Integrated Fish and Vegetable Production for the EU” in 16 European countries. The methodology includes univariate and multivariate statistical techniques. The results show that, on average, attitudes towards aquaponics were positive, showing no significant differences between those who already knew about aquaponics and those who only heard about it through the survey. More than 50% of respondents had never heard of aquaponics, whilst more than 70% had already heard of hydroponics. No more than 17% of respondents were willing to pay more for aquaponically produced products and no more than 40% more when compared to the price of products from conventional farming. The results confirm three different clusters of potential consumers of aquaponics products. They also suggest an urgent need for implementing integrated and holistic approaches involving all stakeholders in aquaponics, in order to define a marketing plan and efficient communication strategies. This COST action, other projects and public decision makers must invest in educating consumers about aquaponics through the organization of guided tours, thematic workshops and tastings of aquaponics products in order to raise their awareness about this new technology. It is absolutely urgent that public decision makers, in cooperation with aquaponics stakeholders, address the main institutional constraints, namely the introduction of aquaponics as an economic activity and the organic certification of aquaponics products.
Keywords: aquaponics, hydroponics, aquaponics products, consumers' acceptance, questionnaire, multivariate statistics, Europe
Published: 22.06.2017; Views: 569; Downloads: 243
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2.
Policies for promotion of electric vehicles and factors influencing consumers' purchasing decisions of low emission vehicles
Matjaž Knez, Matevž Obrecht, 2017, original scientific article

Abstract: Recently different studies of green transport have become interesting for policy makers, car manufacturers, customers and energy suppliers. Many stakeholders from the public and private sectors are investing a lot of effort to identify consumer behaviour for future improvements in development of green products and effective strategies, which could accelerate the transition to sustainable future. This paper presents the effects of electric vehicle promotional policies and customer preferences about alternative fuel vehicles. This study has shown that the electric vehicle promotional policies adopted in Slovenia have been unsuccessful, as the share of first-time registered electric vehicles in 2013 was below 1%. For different segments of people whose opinions about low emission vehicles differ, different measures must be adopted. When designing promotional policies focus must be on the most relevant factors such as the total vehicle price and fuel economy.
Keywords: policies, low emission vehicles, electric vehicles, purchasing, consumers, green logistics, green transport, Slovenia
Published: 04.08.2017; Views: 438; Downloads: 276
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3.
The use of the Kano model to enhance costumer satisfaction
Laura Južnik, Mitja Kozar, 2017, original scientific article

Abstract: Background/purpose: The interest of measuring customer satisfaction is reflected in its ability to gain customer loyalty, enhance favourable word of mouth, lead to repeat purchases and improve a company’s market share and profitability. The issue of integrating the Kano model of customer satisfaction with other models and tools to support development or improvement of a product, or to determine market strategies, is relatively unexplored in the Slovenian sector. This research aims to construct the Kano model in order to enhance customer satisfaction in the case of home appliances. Design/Methodology/Approach: Data was collected using an online survey amongst randomly selected individuals from the service interventions for an end users database. Principal component factor analysis was first used to identify the underlying factors of home appliance characteristics. In the next phase we calculated the derived and stated importance of customer satisfaction, which was then used to construct the Kano model of customer satisfaction. We further analysed which factors are the strongest drivers, or predictors, of repeat purchase using multiple regression analysis. Results: In the study we identified the underlying home appliance factors. The results show that these factors are: sales environment, price, user features, design features and technical features. The results were then used to construct the Kano model where the analysis goes beyond the qualitative analysis by implementing two approaches, stated and derived importance approach. According to the Kano model, marketers should concentrate on delight characteristics such as: wider knowledge of the salesperson, professional skills of the salesperson, design of home appliance, brand of home appliance. What is more, factors called ‘user features’ are the strongest predictors of repeat purchase. Conclusion: This paper links the Kano model with measuring customer satisfaction and presents a contribution for marketing research theory. Therefore, the results could be used to support optimization of business decision-making, as well as for further scientific research.
Keywords: optimization, business decisions, Kano model, consumers, satisfaction, measuring satisfaction
Published: 23.01.2018; Views: 476; Downloads: 57
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4.
Are consumers in Slovenia concerned about the mountain quality food?
Darja Majkovič, Andreja Borec, 2010, review article

Abstract: Recently, several studies on mountain quality food products (further referred to as MQFP) emerged EU wide, especially after the EU charter of MQFP was established. In Slovenia, the first studies on MQFP where implemented in the frame of the EU FP6 Euro Marc project, started in 2007. After the project scope, the importance of MQFP is much more extensive then only according to purchase and consumer perceptions, thus the developing of mountain food products is also the developing of mountain areas and therefore part of broader rural development issues. In the paper, the first consumer analyses are presented, with the aim to find out whether consumers are sensitive to such products at all and to find out whether there exist some positive synergies between consumers and area of origin. The consumer analyses were carried out on the basis of questionnaires, and the data is presented with the descriptive statistics. The results show that consumers have in general a very positive perception of MQFP, althought they do not know what exactly the characteristics of MQFP should be. As regards the synergies between the area of origin and the purchasing of MQFP, the results differ according to the area the respodents come from (e.g. mountain, non-mountain areas).
Keywords: mountain quality food product, consumers
Published: 29.03.2018; Views: 296; Downloads: 46
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