Competitiveness characteristics of agri-food products – what does the consumer choose? (Case of Georgia)

Nowadays, the top-10 products exported from Georgia are dominated by agri-food products; thus, it is important to increase the competitiveness of locally produced products based on relevant characteristics. The world is changing rapidly, and identifying consumer preferences in such conditions can be vital for an entrepreneur. The purpose of this study is to identify the main characteristics that determine the competitiveness of the agri-food product for Georgian consumers. For this purpose, 1,200 adult individuals from different regions of Georgia who have a stable monthly income were surveyed. The survey was conducted by sending a questionnaire through online channels. The results were processed using data analysis, quantitative research methods. Both simple and complex statistical analysis methods were used: descriptive, frequency, consumer table analysis, analysis of group differences, graphical analysis. As predicted for the majority, 74% of respondents to be exact, quality took the first place. The price comes only in second, and it is chosen by 21% of consumers. With increasing age and income, the importance of quality increases. It was found out that service and packaging are not crucial for consumers in the process of selecting agri-food products. In addition, it should be noted that 42% of respondents are more or less impacted by advertising for agri-food products. Thus, producers need to devote a large portion of their resources to quality improvement, while the state should create a favorable environment for this.