The Market of Eggs, Consumption, and Consumer Behavior

Eggs are a traditional food with a high consumption per head even in economically developed countries with high living standard. Due to “cholesterol phobia” efforts were made to decrease the cholesterol content in the egg, but without success. Thus began research to improve the nuntrional quality of eggs, reposition them in safety and healthy food products. Today in markets there are organic eggs, vegetarian, nutrient enhaced eggs (omega-3, vitamin enhanced), for what is in order to expected increase of consumption. Consumption of eggs depends on various factors such as economic, cultural, religious, habits of feed and so on. Knowledge of these factors, as well as the opinions, views, preferences of consumers regarding eggs, nutritional values, will help in development of thr relevant marketing programs, that would be successful and profitable. Kosovo has less than two million inhabitants, with an egg consumption per capita of 180 eggs per year.This paper will treat consumer behavior at the Kosovo market of eggs, based on data collected from the field research