SUMMARY

This study represents a continuation of the research conducted in the frame of the author PHD thesis. The research on honey consumption in the main cities of Transylvania is an essential component of the first stage of the postdoctoral project named “A technical and economic analysis of the beekeeping in the North West Region of Romania in order to ensure sustainable development of the beekeeping chain”. The objective of the present research was to identify the main trends on honey consumption in Cluj Napoca and to reveal causal links between variables of honey consumption and socio-demographic characteristics of respondents. The purpose of this phase was to obtain general information about honey consumers in Cluj Napoca (quantity, frequency, reasons for which they like honey and reasons of non-consumption). Consumer profile is based on these variables and on socio-demographic characteristics. The author used primary and secondary research methods, internationally accepted (Ványi et al., 2009). The questionnaire was based on the same questions used in the previous research, conducted at national level (Pocol, 2008). Data collection was carried out in hypermarkets and open markets. A number of 200 questionnaires were filled and analysed. The table below presents the four types of honey consumers identified in Cluj: Tab. 1 The main segments of honey consumers in Cluj Napoc