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

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

Abstract

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,,
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, Dominika Kuberska
Dominika Kuberska,,
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, Magdalena Ankiel (WT / KMP)
Magdalena Ankiel,,
- Department of Product Marketing
, Agnieszka Brelik - Zachodniopomorski Uniwersytet Technologiczny w Szczecinie (ZUT), MNiSW [80]
Agnieszka Brelik,,
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Journal seriesEuropean Research Studies Journal, ISSN 1108-2976, (N/A 100 pkt)
Issue year2020
Vol23
No1
Pages526-551
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
DOIDOI:10.35808/ersj/1570
URL https://www.ersj.eu/journal/1570
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
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