Consumer’s Behavior in a Multi-Attribute Concept of a Food Product

Mariola Grzybowska-Brzezińska , Dominika Kuberska , Magdalena Ankiel , Agnieszka Brelik


Purpose: The main aim of the research is to identify and model the attributes of a food product which are regarded as important during the process of the consumers’ choice and to verify the methodology for the creation of the optimal market offer. Design/Methodology/Approach: The carried out analysis was based on the assumption that a food product may be viewed as a collection of directly noticeable and unnoticeable features that are regarded as attributes (values) of the offer. The applied model of a food product is composed of three levels, each of them presenting the characteristic features of product’s quality. Findings: A sensory evaluation of the products made it possible to diagnose how consistent the consumers are in their declared sensory preferences for brand and non-brand products. It was established that the intention of purchasing a product is determined by its quality and taste preferences. Practical Implications: The analysis may provide information for communicating with the market and promoting food products, especially when the intention of a producer is to change consumer’s habits. Originality/Value: The presented methodological approach may provide clues on what attributes should be constructed in the case of new food products.
Author Mariola Grzybowska-Brzezińska - Uniwersytet Warmińsko-Mazurski w Olsztynie, MNiSW [80]
Mariola Grzybowska-Brzezińska,,
, Dominika Kuberska
Dominika Kuberska,,
, Magdalena Ankiel (WT / KMP)
Magdalena Ankiel,,
- Department of Product Marketing
, Agnieszka Brelik - Zachodniopomorski Uniwersytet Technologiczny w Szczecinie (ZUT), MNiSW [80]
Agnieszka Brelik,,
Journal seriesEuropean Research Studies Journal, ISSN 1108-2976, (N/A 100 pkt)
Issue year2020
Publication size in sheets1.25
Keywords in Polishkonsument, eksperyment marketingowy, modelowanie atrybutów, żywność
Keywords in EnglishConsumer, marketing experiments, modeling attributes, food product
ASJC Classification1400 General Business, Management and Accounting; 2000 General Economics, Econometrics and Finance
Languageen angielski
Score (nominal)100
Score sourcejournalList
ScoreMinisterial score = 100.0, 23-03-2020, ArticleFromJournal
Publication indicators Scopus SNIP (Source Normalised Impact per Paper): 2018 = 2.169
Citation count*1 (2020-09-23)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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