Consumers' perception of traditional bread

Abstract

Quality of traditional products must be driven by the consumer expectations and perceptions, because they are the ultimate users of the product. Cipovka as a traditional bread has always been one of the most popular and appealing food product due to its superior textural characteristics. However, the production of Cipovka and its popularity among consumers has considerably been declined due to global social and scientific modernization and increasing customer's demands. In general, the decrease in bread consumption that has been recorded is influenced by changing eating habits and wide selection of different types of bakery products. The market value in Vojvodina is being maintained by the growing interest in premiumpriced traditional and specialty breads, such as Cipovka. This paper aimed to provide information on consumers' perception of Cipovka, purchasing behaviour, and willingness to express their attitudes towards certain properties about this product. The results showed a shortage of knowledge among customers concerning Cipovka, including typical sensory properties and processing. The age of consumers, gender and whereabouts were the main determinants of consumers' perception of Cipovka. In particular, the results of the present study could be useful for identifying specific properties of traditional bread and for the development of strategy for consumer education and information's campaigns.