Research on customer satisfaction with the sale of food and its quality in the czech consumer market

128 RESEARCH ON CUSTOMER SATISFACTION WITH THE SALE OF FOOD AND ITS QUALITY IN THE CZECH CONSUMER MARKET Halina S a zyczná * Pa la Sýko o á Silesian Uni e si y in Opa a School o Business Adminis a ion in Ka ina Uni e zi ní nám. 1934/3, 733 40 Ka iná, Czech Republic s a zyczna@op .slu.cz * Silesian Uni e si y in Opa a School o Business Adminis a ion in Ka ina Uni e zi ní nám. 1934/3, 733 40 Ka iná, Czech Republic [email p o ec ed] Abs ac The a icle p esen s selec ed p oblems o cus ome sa is ac ion wi h he ood quali y on he basis o seconda y and p ima y esea ch and a b ie ou line o he cu en s a e o knowledge o he issues examined. Cus ome sa is ac ion is ela ed o he quali y o p oduc s. Cus ome s ha e expec a ions ha a e in luenced by hei expe ience, ad ice, compe i ion in o ma ion and inancial capabili ies. The quali y o ood p oduc s has speci ic aspec s and is cu en ly in he cen e o a en ion o he inspec ing au ho i y. The issue o he quali y o ood is ex ensi e and may ha e di e en poin s o iew. Realized seconda y esea ch ocuses on selec ed p oblems o moni o ing ood quali y on he Czech consume ma ke . P ima y esea ch checks up he cus ome sa is ac ion wi h ood p oduc s on a selec ed sample o esponden s wi h ega d o hei income le el. In oduc ion T ans o ma ion o e ail in he Czech Republic a e 1989 e lec ed in he whole pas pe iod in he g ow h o he wid h and dep h o ading ange and i s quali y. The concep o quali y has la ely o en been p onounced in e ms o quali y o ood, which he supe iso y au ho i ies moni o di ec ly in he s o es. Ce ain nega i e esul s o inspec ions lead o ques ions whe he he sale o low-quali y ood p oduc s is only a ailu e o an indi idual o a sys em e o in he managemen o business en e p ises and hei s o es. Bo h e ec s con ibu e o he de e io a ion o he image o companies and educe cus ome sa is ac ion wi h he pu chase o ood p oduc s. Fo companies ha a e associa ed wi h iola ions o he p inciples in he sale o ood, i can lead o cus ome mig a ion o he compe i ion. We ha e al eady egis e ed his e ec a ound yea 2003. Supe iso y au ho i ies in he Czech Republic ecen ly con ibu ed o highe cus ome awa eness o he inspec ions a s o es and he indings ela ed o he quali y o ood. This in o ma ion may induce changes in he beha io o consume s when buying ood, and hei le el o sa is ac ion o dissa is ac ion. The e is no doub ha i is necessa y o ake ca e o cus ome s o be sa is ied wi h he p oduc s companies. Some companies, e en hough hey p esen hemsel es as cus ome - o ien ed companies, a e in ac only ying o sell he highes numbe o p oduc s e en hough he p oduc quali y does no ma ch he equi ed s anda ds. Sa is ied cus ome , says Coope Lane in his book, ells his posi i e expe ience o o he s [2, p. 133]. A sa is ied cus ome is becoming one o he mos e ec i e ways o a ac ing new cus ome s. 129 The main goal o ou a icle is o p esen he pa ial esul s o p ima y esea ch conduc ed h ough a ques ionnai e su ey ocused, amongs o he hings, on he le el o sa is ac ion o Czech consume s when pu chasing ood. Pa ial goals a e a b ie ou line o he cu en s a e o heo e ical knowledge and seconda y esea ch on ood quali y in hei pu chase and based on a ailable s a is ical da a and in o ma ion om he con ol o supe iso y au ho i ies. 1 B ie ou line o he cu en s a e o knowledge on he examined issues In li e a u e, he e a e many de ini ions o cus ome sa is ac ion [3, p. 11]. Sa is ac ion in gene al can be de ined as “ he deg ee o ul ilmen o cus ome expec a ions, which is associa ed wi h how he cus ome pe cei es and e alua es pu chased p oduc ” [7, p. 849]. How do cus ome s o m hei expec a ions? Expec a ions a e pa ly he esul o cus ome expe ience, iendly ad ices and compe i i e in o ma ion and p omises [8, p. 150]. Many o ganiza ions sys ema ically measu e how cus ome s ac , iden i y ac o s in luencing shopping sa is ac ion, and ope a i ely change i . Companies wi h expe ience measu e cus ome sa is ac ion and cus ome loyal y egula ly, because i is one o he keys o main aining a cus ome ocus and success o he company. Da a on cus ome sa is ac ion do no wo k long e m [9, p. 539]. Compe i ion can o e come us, ou sa is ied cus ome s soon become dissa is ied, and hey lea e us. Many me hods a e used du ing moni o ing he le el o cus ome sa is ac ion. Examples o he used me hods a e: ho line, polls, wishes and complain s, analysis o los cus ome s, mys e y shopping, cus ome sa is ac ion su eys, e c. As s a ed by Zamazalo á, be ween sa is ac ion and loyal y he e is a link, bu un o una ely no he case ha e e y sa is ied cus ome will au oma ically become egula cus ome [16, p. 214]. Cus ome sa is ac ion and business p o i abili y a e closely linked wi h he quali y o p oduc s and se ices, which a e p o ided o he en i e alue chain, which is he main ool o iden i ying ways o c ea e mo e alue o he cus ome [9, p. 542, p. 544]. Quali y is de ined in di e en ways (abili y o use, ul illing equi emen s, exemp ions o he a ia ions). Ko le uses he de ini ion o he Ame ican Socie y o Quali y Managemen , which is cha ac e ized by quali y as he sum o he elemen s and cha ac e is ics o he p oduc o se ice ha c ea e he abili y o sa is y exp essed o implied needs [9, p. 545]. Quali y is, in e ms o h ee laye s o p oduc , included in genuine, eal and angible p oduc [5, p. 159]. Besides quali y, o he gene ally conside ed ca ego ies a e: b and, s yle, packaging, p epa a ion, manu ac u e name e c. In he b oades con ex , a quali y o p oduc ep esen s capabili y o pe o m i s unc ions. I de ines he speci ic cha ac e is ics, such as du abili y, eliabili y, accu acy, e c. [5, p. 167]. The equi emen s o adequa e quali y o ood p oduc s a e e y speci ic. I is a mul i-c i e ia pa ame e [14], which includes hygienic, nu i ional, echnological, senso y and in o ma ion aspec s. I also includes own use alue based on he ease o culina y p epa a ion, consump ion, du abili y and economic aspec s. Quali y is c ea ed h oughou he en i e ood chain. The mos basic e ms o ood quali y a e ood sa e y and hygiene, which a e ela ed o heal h o cus ome . Examples o main aspec s o ood quali y: [14]  Senso ial quali y is gi en by appea ance, colo , shape, smell, as e and consis ency, which a e he main c i e ia o choosing a cus ome .  Nu i ion quali y is ep esen ed by nu i ionally desi able and undesi able ing edien s. Among he desi able componen s belong nu ien s, including p o eins, ca bohyd a es, 130 a s, i amins, an ioxidan s, ib e and d y ma e acco ding o he ecommended doses. Unwan ed componen s a e esidues o pes icides, ni a es, hea y me als, myco oxins, d ug esidues, pa hogenic o ganisms and alle gens.  U ili y alue ( unc ional sui abili y) decides on he sui abili y o he ood o comme cial o indus ial pu poses. In o ma ion abou unc ional sui abili y ge s consume om p oduc packaging o labels. The cus ome hen inds ou whe he he p oduc is sui able o cooking, ying o baking. Wha is he s o age li e, way o p epa a ion and how much i cos s? Food quali y is cu en ly he cen e o a en ion o supe iso y bodies. Le us ha e a close look a how i is in p ac ice. 2 Seconda y esea ch esul s and discussion Resea ch wo k was ca ied ou by seconda y esea ch, which was ocused on selec ed s udies conduc ed in he Czech Republic on consume sa is ac ion wi h ood quali y and moni o ing examples o he Czech Ag icul u al and Food Inspec ion Au ho i y, as he main supe iso y au ho i y. I was ollowed by p ima y esea ch using ques ionnai es. 2.1 Moni o ing cus ome sa is ac ion wi h quali y o ood Companies a e no he only ones who a e dealing wi h moni o ing sa is ac ion, bu i is also a ocus o a ious esea ch agencies o uni e si ies. Many ac o s in luence cus ome sa is ac ion, such as sa is ac ion wi h pu chases, sa is ac ion wi h se ices, sa is ac ion wi h e ail en i onmen o sa is ac ion wi h he company as a whole [16, p. 215]. The e may be o he a eas, like he possibili y o inancing, p ice/quali y a io, company image, e c. Resul s o enowned esea ch agencies ela ed o cus ome sa is ac ion conduc ed long e m can be gene alized and ep esen a heo e ical con ibu ion o he esea ched issues. Fo example acco ding o G K P aha, he ollowing opics belong o moni o ing o cus ome sa is ac ion [11, 16, p. 216]:  o e all sa is ac ion wi h he p oduc , se ice, company,  o e all sa is ac ion wi h he place o sale/en i onmen ,  o e all sa is ac ion wi h he sales s a ,  o e all sa is ac ion wi h he use/a ailabili y o in o ma ion. I we wan o look a how sa is ied wi h he quali y o goods in selec ed ypes o s o es cus ome s a e [4, p. 22], we ind ha mos cus ome s a e sa is ied wi h he quali y in supe ma ke s (95%), hen in hype ma ke s (94%), discoun s o es (94%) and smalle con enience s o es (90%). Acco ding o he TOP C, cus ome sa is ac ion is impo an o he ollowing easons [1]:  cus ome s a e he only sou ce o income o he company,  cus ome s b ing company u no e s, which company needs o i s success ul ope a ion,  sa is ied cus ome s will buy om you again and ecommend you o po en ial cus ome s. Heses’s esea ches [4, p. 26-27], dealing wi h he beha io o consume s when buying ood, poin ed ou ha be o e he yea 2000 Czech consume s a o ed p ice and only he ea e 131 quali y. A e 2000, Czech consume s changed sys em o shopping o ood. They a e looking o a la ge shopping cen e wi h wide ange o goods, and a o quali y, hen p ice. 2.2 Moni o ing quali y o ood in he Czech Republic O icial checks o ood quali y a he e ail le el is pe o med in he Czech Republic mainly by he Czech Ag icul u e and Food Inspec ion Au ho i y (he eina e CAFIA). Requi emen s o quali y o ood a e laid down in he Czech na ional legisla ion, a ely in Eu opean egula ions. Fo some oods a e no di ec ly de e mined, bu inspec ion checks e i y he in o ma ion on he p oduc placed on he packaging, wi h i s eal con en . Con ols we e ocused on hygiene, c i ical con ol poin s, labeling, documen a ion, and da a usabili y. The e o e, inspec ions can also check he quali y o hose p oduc s o which quali y c i e ia a e no explici ly equi ed by law. Howe e , you canno compa e he esul s, he numbe o inpu s in longe pe iod because CAFIA annual epo o each yea does no p o ide comple ely compa able in o ma ion. In any case, i is possible posi i ely a e he inc eased in o ma ion o consume s. In 2009 [17], 34,806 en ies o businesses we e ca ied ou . Whole 73.1% o hese en ies ook place a he e ail le el. Numbe o non-con o ming lo s was wo h a o al o 4,581, o which we e 88.1% in e ail ade. I we look a he coun y o o igin o unsa is ac o y samples, hen we can say ha 54.4% we e o iginally om he Czech Republic, om EU 27.2%, 9.41% we e om hi d coun ies. Fo 8.92% o he samples hei o igin was no de e mined. In 2010 [18], 37,536 en ies o businesses we e ca ied ou . Mos en ies had again been in he e ail (76.02%). Numbe o non-con o ming lo s was 4483, again in e ail i was a signi ican majo i y (87.6%). P ima ily he e ail le el is ad e sely a ec ed by he quali y o ood p oduc s. The main esul s o he checks a e seen in Table 1. Repo om he yea 2011 [19] does no ollow comple ely he indica o s moni o ed in he p e ious wo yea s, as p e iously men ioned, so we canno make he compa ison o he da a. The epo con ains a much mo e in ense ocus a con ols. O icial con ols we e in luenced by wo ood c ises ha ook place in Ge many and F ance, and pa ly ela ed o he unau ho ized componen s used in li es ock eed. Fo una ely, he Czech Republic con i med no de ec i e ba ch o mea in his ega d. By ype o all con olled ood p oduc s was he si ua ion in 2009-2011 as ollows (see Table 1). I is in e es ing o no e ha Table 1 does no show alcohol a all (excep wine), which is a sou ce o huge p oblems in he Czech Republic om Sep embe 2012 and un o una ely e en cos human li es. We may specula e ha he checks we e pe o med mainly in he cons an e ail ne wo k. Ambula o y ne wo k appa en ly was igno ed. As men ioned abo e, consume in o ma ion abou he ood quali y inc eased. Aside om he CAFIA, many o he ins i u ions in o med abou i and websi es on he in e ne as well. The ques ion is wha he alidi y o hese esou ces is. We may ag ee wi h he P esiden o he Associa ion o Comme ce and Tou ism in he Czech Republic, who e alua es he CAFIA epo s as “a mix u e o poo ly so ed epo s” [6]. Thei in o ma ion is no en i ely clea and unde s andable. In es iga ion o p oblems wi h me hyl alcohol also shows ha he con ol sys em will ha e o be econside ed. 132 Tab. 1: O de o non-con o ming lo s in % in he o al olume o he samples in 2009-2011 2009 2010 2011 Chocola e and swee s (59%) Chocola e and swee s (58%) Chocola e and swee s (64%) Wine (49%) Pas a (44%) S a ch and s a ch p oduc s (60%) Fish and aqua ic li e (41%) Wine (41%) Ice c eam and ozen p oduc s (52%) Pas a (39%) P ocessed ege ables and ui (39%) Wines o he han g ape (50%) Vege ables (38%) Dehyd a ed p oduc s (38%) Pas a (47%) F ozen p oduc s (38%) Co ee, co ee subs i u es and ea (36%) Honey (39%) Ice c eam and ozen p oduc s (37%) F esh ui (35%) Wine (38%) Mush ooms (35%) F esh ege ables and mush ooms (34%) Fish and aqua ic li e (37%) Mea and mea p oduc s (35%) Eggs and egg p oduc s (32%) F esh ui (28%) Dehyd a ed p oduc s and la o ing (34%) Ice c eam and ozen p oduc s (30%) F esh ege ables (25%) Sou ce: [17, 18, 19] 3 P ima y esea ch esul s and discussion P ima y esea ch using a ques ionnai e su ey was conduc ed du ing Ma ch and May 2012 mainly in he Mo a ian-Silesian egion (mo e han 90% o esponden s). The sample included 518 alid ques ionnai es. S uc u e o he ques ionnai e ocused on he b oade issue o he sale o ood p oduc s. Ques ions o esponden s we e o ien ed on he pu chasing beha io o consume s when buying ood, quali y o ood, buying egional ood and o ganic ood. 3.1 P ima y esea ch issues, me hodology and sample cha ac e is ics Gi en he ocus o he a icle, we choose only ele an answe s conce ning hese main a eas:  sa is ac ion wi h he quali y o ood pu chased in he p e e ed s o e,  deg ee o sa is ac ion wi h he main asso men ypes,  sale o expi ed ood p oduc s,  expi y da e o ge y,  quali y o domes ic and o eign ood, ela ion o o eign goods. The ob ained da a we e e alua ed in he MS EXCEL. S a ing poin is desc ip i e s a is ics, ela i e equency o esponses and c ea ion o con ingency mos ly wo-dimensional ela ional ables. Answe s o esponden s a e ela ed ye o ano he c i e ion, which is he a e age mon hly household income. To ge esea ch esul s wi h highe in o ma i e alue, we conduc ed he so ing o he second g ade. In he sample s uc u e, he consume s wi h he household income less han 20 housand CZK (33.40%) p e ail, ollowed closely by he households wi h he income o 21 o 30 housand CZK (32.63%), and las ly households wi h he income o 31 o 40 housand CZK (22.39%). 133 Pa o he sample a e also wo small g oups, he i s one wi h he household income o 41 o 50 housand CZK (7.53%) and he second wi h o e 50 housand CZK (2.7%). Acco ding o he income le el s uc u e o he sample, we migh see ha he esea ch esul s a e a ec ed g ea ly by he households wi h he a e age mon hly income up o 30 housand CZK (66.03%). The highes amoun o esponden s p e e ed pu chase in supe ma ke (46.09%), ollowed by hype ma ke (28.07%) and small con enien s o e (13.91%). 3.2 E alua ion o he selec ed esea ch a eas Sa is ac ion wi h he quali y o ood in p e e ed s o e Le us see how he esponden s a e sa is ied wi h hei p e e ed s o e (see Table 2). De ini ely sa is ied a e mos households wi h he highes income (42.86%), al hough he p opo ion o a he sa is ied ep esen s hal o he esponden s. Mos o he o he income g oups, as shown in Table 2, a e usually mo e sa is ied. Gi en ha he e is a compe i i e en i onmen , he cus ome has he op ion o choose he s o e. I depends on wha s o es a e a ailable in he su ounding a ea. I all he p e e ed mass e ail uni s commi ed o enses ela ing o ood quali y, hen he choice o cus ome s has been o some ex en limi ed. Tab. 2: Sa is ac ion o esponden s wi h he quali y o ood The le el o sa is ac ion Rela i e equency (in %) unde 20 20-30 31-40 41-50 abo e 50 Yes 14.45 18.34 18.10 7.69 42.86 Ra he yes 69.95 70.42 60.35 66.67 50.00 No 8.09 4.14 7.76 5.13 0.00 Ra he no 7.51 6.51 12.07 20.51 7.14 No answe 0.00 0.59 1.72 0.00 0.00 ∑ 100.00 100.00 100.00 100.00 100.00 Sou ce: own calcula ions Sa is ac ion a e wi h main ypes o asso men Fo sa is ac ion wi h he main ypes o asso men , we used i e-poin a ing 1-5, co esponding o he school quali ica ion, which was used o calcula e he a e age alues (Figu e 1). The mos equen ly occu ing alue (modus) is 2 o all kinds o asso men . The calcula ion o he a e age alues shows ha esponden s a e leas sa is ied wi h ui s and ege ables, he second posi ion is he mea and mea p oduc s, in hi d place milk and milk p oduc s, and he ou h posi ion a e bake y p oduc s. Bake y p oduc s a e he e o e bes a ed. I would be in e es ing o see how he esponden s answe a e he publica ion o ade s, whe he hei p oduc s a e p epa ed om he ozen s ock. This du y o in o m cus ome s was scheduled o s a om Augus 1, 2012. Expi ed ood sales The ollowing p opo ions can be obse ed in he s uc u e o he sample. The la ges sha es o esponden s (47.68%) a e he ones, who did no no ice ha hei p e e ed s o e is selling expi ed ood. The second la ges g oup is esponden s who no iced sold ood had been expi ed. Those who belie e hei s o e does no sell expi ed ood a e abou one i h o he sample (21.43%). In Table 3, we see how he esponden s o di e en household income le els answe ed. Mos esponden s in he g oup wi h income le el abo e 50 housand CZK (35.71%) ha e no iced he sale o expi ed ood. The same p opo ion o esponden s in his income g oup claimed ha hey do no see expi ed ood in hei s o e, which was mos o all income g oups. In he o he income g oups was he highes p opo ion o hose who did no no ice he sale o such ood, he highes alue was eco ded in he income g oup be ween 41- 134 50 housand CZK. These esponden s we e in his income g oup mo e han hal (53.85%). Mo e han hal o he esponden s admi ed ha answe e en wi hin income g oups 20 o 30 housand CZK (51.48%). Sou ce: own calcula ions Fig. 1: G aph 1 Sa is ac ion a e wi h he main asso men ypes Tab. 3: Sales o he expi ed ood Expi ed ood Rela i e equency (in %) unde 20 20-30 31-40 41-50 Abo e 50 Yes 33.53 31.36 27.59 20.51 35.71 No 21.96 16.57 25.86 25.64 35.71 I did no no ice 44.51 51.48 45.69 53.85 28.58 No answe 0.00 0.59 0.86 0.00 0.00 ∑ 100.00 100.00 100.00 100.00 100.00 Sou ce: own calcula ions Relabeled expi y da e o ood Supe iso y au ho i ies ound in hei inspec ions ha he s o es elabeled expi y da e o ood, so ha hey can sell i o cus ome s wi hou any p oblems and had hus no inancial loss. In e ms o he su eyed sample, almos 70% o esponden s moni o he expi y da e o ood pu chased bu only 22.01% o esponden s ha e no iced he ac o elabeling. Le us see i somehow esponses a ied acco ding o income g oups (Table 4). A i s glance, we can see ha he highe he household income, he smalle he p opo ion o esponden s who con i med ha hey no iced elabeled expi y da e o ood. The la ges p opo ion o esponden s is in he income g oup o less han 20 housand CZK and he smalles sha e has he g oup abo e 50 housand CZK. These numbe s a e no ha c ucial. Responden s om all income g oups usually con i m ha hey ha e no seen elabeled expi y da es. He e we can obse e opposi e ela ion o he posi i e ques ion. The highe he income g oup o households, he highe he p opo ion o nega i e esponses is. The p opo ion o esponden s ha ing a nega i e esponse anges om 71.68% o less han 20 housand CZK, up o 92.86% wi h he highes incomes, as seen in Table 4. 2,45 2,09 2,01 2,51 0 0,5 1 1,5 2 2,5 3 mea , mea p oduc s milk, dai y p oduc s bake y p oduc s ui and ege ables a e age 135 Tab. 4: Relabeled expi y da e Relabeled expi y da e Rela i e equency (in %) unde 20 20-30 31-40 41-50 Abo e 50 Yes 28.32 21.89 18.10 10.26 7.14 No 71.68 78.11 81.90 89.74 92.86 ∑ 100.00 100.00 100.00 100.00 100.00 Sou ce: own calcula ions E alua ion o he sales s a expe ise Buying ood is usually ca ied ou quickly and o en s e eo yped. The cus ome does no make a long decision. The main ole is played by he p ice and quali y ad an age. Ye we canno say ha i could wo k en i ely wi hou sales s a . E en in ood p oduc s, we can ind new p oduc s ha we do no know and we need ad ice. The answe s o esponden s we see in Table 5. Fo a posi i e eply, we can no ice a downwa d end wi h household income inc easing. High sco e has he a he yes answe , i e en is he highes in he g oup abo e 50 housand CZK income (71.43%). I we look a he nega i e esponses (no, a he no), o g oups o 31-40 and 41-50 housand CZK majo i y o esponden s belie e ha s a would no be able o ad ise expe ly. P esiden o he Associa ion o Comme ce and Tou ism in he Czech Republic belie es ha he quali y o he s a plays a key ole. Un o una ely, i has no imp o ed and has no he po en ial ei he because o low wages in he e ail and high s a luc ua ion. [6] Tab. 5: The abili y o s a o gi e p o essional ad ice S a sugges ion Rela i e equency (in %) unde 20 20-30 31-40 41-50 abo e 50 Yes 13.29 10.06 7.76 7.69 7.14 Ra he yes 41.04 42.01 37.07 30.77 71.43 No 20.81 16.57 16.38 23.08 14.29 Ra he no 24.86 31.36 38.79 38.46 7.14 ∑ 100.00 100.00 100.00 100.00 100.00 Sou ce: own calcula ions Tab. 6: Is he quali y o domes ic ood lowe ? Quali y o domes ic ood Rela i e equency (in %) unde 20 20-30 31-40 41-50 abo e 50 Yes 13.88 13.02 14.66 15.38 7.14 Ra he yes 19.65 7.10 19.82 12.82 35. 72 No 52.02 60.36 50.00 53.85 57.14 Ra he no 14.45 19.52 14.66 17.95 0.00 No answe 0.00 0.00 0.86 0.00 0.00 ∑ 100.00 100.00 100.00 100.00 100.00 Sou ce: own calcula ions The quali y o domes ic and o eign ood, ela ion o o eign goods Wha esponden s hink abou he quali y o domes ic and o eign ood is shown in Table 6. Mos esponden s incline o he iew ha domes ic ood has a lowe le el o quali y. In addi ion o hei own expe ience, his iew migh ha e been con i med by many scandals ab oad, which we ha e men ioned p e iously. The le el o household income did no mani es i sel o nega i e esponses in any de ini e end. Unequi ocally posi i e answe s basically mean he p e e ence o o eign quali y. Wi h he g ow h o income le el, howe e , he 136 p opo ion o esponden s who hink ha he quali y o domes ic esou ces is a a lowe le el han ha o o eign ones. Conclusion Gene ally, i can be said ha cus ome sa is ac ion wi h he p e e ed s o e and he company is closely linked wi h he quali y o ood. E en hough, as some expe s admi , his ela ionship is no en i ely p opo ional. Acco ding o ecen esea ches, he quali y is in he i s place when buying ood. Consume awa eness o ood quali y inc eases, bu ha does no mean ha ou ood is o a wo se quali y, as ou p ima y esea ch e lec s. The e a e many unanswe ed ques ions. The scope o he a icle does no allow o ha . Fo example, we did no add ess he p oblem o subs i u es in ood p oduc s a all. We assume ha he ood quali y will p o oke discussion, especially he quali y o alcohol. Summing up all he esul s, we come o he ollowing conclusions:  mos income g oups a e sa is ied wi h pu chase and ood quali y in p e e ed s o e, howe e , p e ails answe a he yes han de ini e sa is ac ion,  he quali y o ui and ege ables is e alua ed he wo s (2.51), he second posi ion is he mea and mea p oduc s (2.45),  mos income g oups ha e no no iced he sale o expi ed ood, wi h he excep ion o households wi h income abo e 50 housand (35.71%),  mos income g oups did no no ice elabeled expi ed ood in hei p e e ed s o e, he esponse a e is ela i ely high, he smalles sha e ep esen s income g oup o unde 20 housand CZK (71%), he la ges p opo ion a e he mos a luen cus ome s (92.86%),  he abili y o s a o gi e p o essional ad ice when buying ood is no clea ly posi i ely iewed in all income g oups, in addi ion, hei sha e is low and dec eases wi h he g owing income,  mos income g oups end o hink ha domes ic ood does no ha e a lowe le el o quali y. When buying ood, beha io o consume s can gene ally be a ec ed by many ac o s, including hei pe sonal cha ac e is ics such as age, educa ion, social s a us and economic condi ions. Looking a he esul s o he p ima y esea ch, we ind ha he income le el o he cus ome does no always play an impo an ole in he e alua ion o indi idual si ua ions and issues. We belie e ha he social s a i ica ion o ou socie y is no as clea -cu as i is in es ablished ma ke economies. The g ea es di e ences we e obse ed in some a eas be ween he g oups wi h he lowes and he highes incomes. Li e a u e [1] Analýza spokojenos i zákazníka. [on-line] [accessed 2012-08-14] A ailable om WWW: h p://www. opc.cz/analyza-spokojenos i-zakazniku. [2] COOPER, J.; LANE, P.: Ma ke ingo é pláno ání. G ada Publishing, P aha, 1999. ISBN 80 7169-641-2. [3] EVANGELOS, G.; YANNIS, S.: Cus ome Sa is ac ion E alua ion. New Yo k: Sp inge Science, 2010. e-ISBN 978-1-4419-1640-2. 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