Enhancing Romanian consumers' purchase intention of a new Kashkaval cheese with natural thyme flavor

Abstract

The modern consumer increasingly prefers those products offering utility that are also healthy, safe, pleasant, and at a convenient price. Kashkavals, made of cow or sheep milk since olden times, pertain to this food category. Kashkavals are a type of semi-hard yellow cheese originally from Balkan countries, such as Albania, Macedonia, Bulgaria, Romania, Kosovo, and Serbia, marked by various aromas, tastes, textures, flavors, and shapes depending on their geographical area. Kashkaval cheese producers are increasingly more interested in finding solutions from the dairy industry to prolong the shelf durability of the product, to improve its flavor and taste characteristics, while reducing the risks impeding product quality due to various types of bacteria and molds. A possible solution to reduce risks is to include essential oils in the milk used to produce Kashkaval cheese. If manufacturing such cheese does not involve significant technological challenges, a producer must identify clients' willingness to choose and purchase a product like Kashkaval cheese with a natural thyme flavor from essential oil.

The aim of the research is to study the consumers' purchase intention towards Kashkaval cheese, by relying on the Stimulus-Organism Response model (SOR). Therefore, the authors develop a conceptual model based on the literature. The relations of the conceptual model are then empirically tested among 458 respondents from an emerging market. The conceptual model considers the price, as well as the utilitarian, hedonic, and authentic attributes of the Kashkaval cheese as stimuli, while the uniqueness and image are considered mental processes exerted by the organism. Finally, the impact of stimuli and the organism in generating consumer purchase intention (response) is further analyzed. Data are collected through a quantitative-based survey and later analyzed by using structural equation modeling with SmartPLS. The findings suggest that the purchase intention of Kashkaval cheese depends mainly on its image among consumers and its uniqueness. At the same time, its hedonic and utilitarian characteristics along with price and local/regional character of the thyme-flavored kashkaval decisively determine customer preference.