Information Behaviors of Modern Consumers: The Case of Polish Food Market

Anna Rogala


The latest technological and social changes as well as overwhelming flow of various types of information to consumers have exerted a major impact on their activity regarding dealing with marketing messages. They perform different roles in the marketing communication process, as they are recipients, opinion leaders, brokers, content selectors, cocreators, and senders. However, they still need to select valuable information from the communication noise in order to make purchase decisions, though. The main objective of this chapter is to analyze the information behaviors of modern consumers. This study presents the major factors influencing consumers’ behaviors in case of collecting and dealing with marketing information and shows its implications for the organizations’ marketing communication activities. Four hundred and eighty-one structured direct interviews were conducted in Poland with persons responsible for food purchases in households. Correlations and cluster analyses were executed. On the basis of the results consumers’ segmentation in relation to information gathering and attaching importance to opinions acquired while taking decisions on the purchase of food was done. The classification into five clusters was selected, named: Hesitant seekers (22% of all respondents), Independent seekers (15.8%), Observers (21.8%), Information relativists (22.1%), and Skeptics relying on others (18.3%). The description of main characteristics was done for each segment.
Author Anna Rogala (WZ / KSM)
Anna Rogala,,
- Department of Marketing Strategies
Publication size in sheets0.6
Book Bilgin Mehmet Huseyin, Danis Hakan, Demir Ender, Aysan Ahmet Faruk (eds.): Eurasian Business Perspectives. Proceedings of the 23rd Eurasia Business and Economics Society Conference, Eurasian Studies in Business and Economics, vol. 13/2, 2020, Springer, ISBN 978-3-030-40160-3, [978-3-030-40159-7], 321 p., DOI:10.1007/978-3-030-40160-3
Keywords in Polishzachowania informacyjne, rynek żywności, komunikacja marketingowa
Keywords in Englishinformation behaviours, food market, marketing communication
Languageen angielski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 07-07-2020, ChapterFromConference
Citation count*
Share Share

Get link to the record

* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
Are you sure?