The purpose of this study was to investigate consumer satisfaction with city markets in Croatia. Empirical research was conducted on a multiple stratified sample of 475 buyers at city markets in Zagreb, Split, Rijeka and Osijek. The consumer satisfaction was explained by means of Conformation/ Disconformation-Paradigm (C/D Paradigm). The regression analysis was used to test the hypothesis about positive relationship between overall and partial satisfactions. The ANOVA analysis was used to test other hypotheses. Regression analysis indicates positive relationship between consumers overall satisfaction and their partial satisfactions (R2=0.504). Quality (β=0.297), choice (β=0.231) and freshness of products (β=0.175) were the most important drivers of overall consumer satisfaction, with crowding at city markets (β=0.112) and information obtained at markets (β=0.078) significant but less important. Statistical analyses indicate that there are no significant relationship between consumers sociodemographic characteristics and their satisfaction with city markets. The results of the research show straightness and weaknesses of the city markets in Croatia. Information obtained from this research could be used to keep and increase strategic advantages of this selling.

city markets; consumers; regression analysis; satisfaction

Published by University of Zagreb, Faculty of Agriculture, Zagreb, CROATIA
Sponsored by Ministry Science and Education of the Republic of Croatia