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

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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.

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    • Figure 1. Responses to the question: In general, which of the following factors encourages you to choose one of two similar products?
    • Figure 2. Responses to the question: Which of the following factors determines your choice when purchasing agri-food products? Choose maximum three answers
    • Figure 3. Responses to the question: How would you assess the competitiveness of Georgian agri-food products in the local market?
    • Figure 4. Responses to the question: Does advertising on agri-food products influence your choice? Does it push you for a purchase?
    • Table 1. Results of the factor assessment by consumers
    • Table 2. Results to the question: In general, which of the following factors encourages you to choose one of two similar products? Seen in terms of age
    • Table 3. Results to the question: Which of the following factors determines your choice when purchasing agri-food products? Choose maximum three answers. Seen in terms of age
    • Table 4. Results to the question: Please, rate the following factors according to their importance in choosing agri-food products with scores (1 – the lowest, 5 – the highest). Seen in terms of age (average score)
    • Table 5. Results to the question: In general, which of the following factors encourages you to choose one of two similar products? Seen in terms of revenue
    • Table 6. Results to the question: Which of the following factors determines your choice when purchasing agri-food products? Choose maximum three answers. Seen in terms of revenue
    • Table 7. Results to the question: Please, rate the following factors according to their importance in choosing agri-food products with scores (1 – the lowest, 5 – the highest). Seen in terms of revenue (average score)
    • Conceptualization
      Nino Talikadze, Eter Kharaishvili
    • Data curation
      Nino Talikadze
    • Formal Analysis
      Nino Talikadze
    • Funding acquisition
      Nino Talikadze, Eter Kharaishvili
    • Investigation
      Nino Talikadze
    • Methodology
      Nino Talikadze
    • Project administration
      Nino Talikadze
    • Resources
      Nino Talikadze
    • Software
      Nino Talikadze
    • Supervision
      Nino Talikadze, Eter Kharaishvili
    • Validation
      Nino Talikadze
    • Visualization
      Nino Talikadze
    • Writing – original draft
      Nino Talikadze
    • Writing – review & editing
      Nino Talikadze, Eter Kharaishvili