This study investigates the socio-economic and demographic factors influencing sour cream consumption in Kosovo. The primary objective is to identify key determinants shaping consumer purchasing behavior and to provide insights for local producers and policymakers. Data were collected from 300 respondents across Kosovo between May and June 2022. Statistical analysis using the Chi-Square test revealed that 63% of respondents buy sour cream with varying frequency. The findings indicate that variables such as age, household income, family size, product quality, origin, brand, and packaging significantly influence purchasing frequency, whereas gender, education level, and price do not show statistically significant effects. Further segmentation through cluster analysis revealed three distinct consumer profiles—practical and moderate, conscious and analytical, and traditional and experience-oriented—each with unique preferences and behavioral traits. These insights offer a robust foundation for developing targeted marketing strategies and evidence-based policies aimed at enhancing consumer satisfaction and strengthening the competitiveness of Kosovo’s dairy sector.
Sour cream; Consumer behavior; Purchase factors; Kosovo; Dairy products
Kabashi, F., Ibishi, L., Musliu, A. (2025): Factors Influencing Sour Cream Consumption and Purchase Behavior- Evidence from Kosovo. Scientia Agriculturae Bohemica, 56, 4, 17, DOI: 10.7160/sab.2025.560417