Croatian Consumers' Attitudes Towards Family Farm Food Products

This study reports Croatian consumers' attitudes towards family farm food products, frequency of purchase, place of purchase and satisfaction with the supply of such products. The survey was conducted on a random sample of 265 consumers in Zagreb in November 2002. Family farm food products have a very good image among Croatian consumers. They consider them very healthy, of high quality and very tasty. On average, consumers are satisfied with the prices of these products but less satisfied with their appearance. In spite of the good image of family farm food products, the survey showed that consumers are not very satisfied with the supply of such products currently available in the market. Therefore, there is a need to improve both the management and marketing activities of Croatian family farms in order to match the consumers' wishes and to increase their sales.