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Abstract
The consumer behaviour and their preferences in purchasing of food products in
Slovenia are analysed. The empirical analysis is based on in-depth survey evidence.
It analyses the consumer behaviour regarding socio-economic and demographic
factors. The summary statistics show that the consumers give the highest
importance to the food price, good taste of food, habits towards some foods,
expected impacts of food on consumer’s health, to the impact of food on the
consumer’s feeling, and that food contains natural ingredients. Multivariate factor
analysis show the significance to two common factors, which capture the common
impact of food price or value of purchased food as well as the origin of food,
ecological way of food production and the perceived value of the brand name. The
principal component analysis confirms also the importance of food marketing and the
impact of food on the consumer’s health.