Peter Šedík

Honey is popular among consumers for its composition and healing properties. The aim of the paper is to study the differences in honey preferences across various age generations in Slovakia. The study is based on primary data obtained by conducting an online questionnaire survey on a sample of 1850 Slovak consumers of honey in 2022. Multiple correspondence analyses and non-parametric tests were applied to study the differences in preferences across selected age cohorts (Generation Z, Generation Y, Generation X and Silver Generation). The results show that Silver Generation tends to consume honey due to its nutritional values and prefers to consume monofloral honey of a dark colour, while Generation Z does not use honey in cosmetics or consume it due to its nutritional values and are inclined to prefer polyfloral honey. The utilisation of honey in cosmetics was associated mostly with Generation X. Younger consumers (Generation Z and Generation Y) have a very low awareness of creamed honey and honey with additions in comparison to Silver Generation or Generation X. In addition, the results reveal that propolis, royal jelly and bee pollen were the most attractive additions for honey across all age cohorts in Slovakia, while spirulina and chilli were the least attractive additions.

The present study aims to identify the demographic variables that influence rural customers’ decision-making rules in the process of purchasing fast-moving consumer goods (FMCGs) products. Five FMCG personal care products are taken into consideration for the study. A multistage proportionate sampling procedure was adopted and 550 respondents were selected for the study. The regression model enables the marketers to identify the key demographic variables which affect the decision-making rules used by rural people. The study concludes that consumers’ decision-making rules are influenced by rural consumer’s educational backgrounds and the number of family members under the age of 18 years. In the context of FMCG products, our research assists marketers in designing strategies that take into consideration the needs and demands of rural residents. Further studies possibly will be expanded to include other FMCG product categories such as domestic care, food, and beverages.