Quality Label as the Guarantee of Higher Quality of Food – A Case Study of Slovak Food Market

The aim of the present paper was to realize the Slovak consumer's opinion about the purchase and quality level of food available on the Slovak market, as well as to realize their knowledge and preference of Quality Label “Značka kvality SK”. As research methods, there have been used the methods of survey and structured questionnaire. The total number of respondents was 2.808 randomly selected respondents. For a deeper analysis of the obtained results, there have been set out assumptions, which have been tested with the use of Pearson's chi-square test, Fisher's exact test, Mann-Whitney U-Test and Cramer's contingency coefficient. The results of the present paper show, that the knowledge and preference of higher quality food is between Slovak consumers on a pretty high level – more than 44% respondents think that in their purchase they choose higher quality food, more than 28% of respondents think that the food produced in Slovak Republic is rather higher quality, more than 58% of respondents know the Quality Label “Značka kvality SK” and over 56% of respondents could describe its logo.