DETERMINING FACTORS IN ROMANIAN CONSUMER BEHAVIOR ON THE NUTS MARKET (NUTS, CASHEWS, ALMONDS, PISTACHIOS)

POP RUXANDRA-EUGENIA
RESEARCH INSTITUTE FOR AGRICULTURE ECONOMY AND RURAL DEVELOPMENT
Cor­re­spond­ing author: pop.ruxandra @ iceadr.ro
Abstract: With­in the inter­nal research plan of the Research Insti­tute for Agrar­i­an Econ­o­my and Rur­al Devel­op­ment, the project enti­tled “Mar­ket­ing stud­ies for sus­tain­able agri-food prod­ucts and analy­sis of con­sump­tion behav­ior, in the objec­tives con­text  of the Euro­pean strat­e­gy From farm to Fork (From farm to con­sumer )”. Start­ing from the objec­tives of the strat­e­gy men­tioned in the title of the project, in the first phase, we iden­ti­fied 4 groups of agri-food prod­ucts for which mar­ket­ing stud­ies will be car­ried out, respec­tive­ly: nuts, fruits, veg­eta­bles and whole grains. The present work presents the main results obtained fol­low­ing the analy­sis method­ol­o­gy used, to out­line the pro­file of con­sumers of nuts in Roma­nia, as well as a form of val­i­da­tion or not of research hypothe­ses, using the SPSS pro­gram, in order to cal­cu­late ref­er­ence para­me­ters for study­ing the syn­er­gies between the inde­pen­dent and depen­dent vari­ables under research, such as the chi-square test or the con­tin­gency coef­fi­cient.
Keywords:con­sumer behav­ior, quan­ti­ta­tive research, chi-square test, con­tin­gency coef­fi­cient, nut mar­ket
JEL clas­si­fi­ca­tion:M31, C12