Healthy food recognition: the in-store decision-making process of young shoppers

Bartłomiej Pierański , Sergiusz Strykowski , Barbara Borusiak


This paper presents the results of empirical research designed to examine the in-store decision-making process taken by young shoppers when selecting healthy cereal flakes. The research was carried out in January 2018 on a sample of 66 students (17-18 years old) at 3 high schools located in the Wielkopolska region. Data collection was performed through an experiment and the PAPI technique. The experiment was carried out in the ShopLab at the Poznań University of Economics and Business – a research laboratory organized as a mock-up of a convenience store and dedicated to empirical studies of in-store purchasing behaviours.The main findings show that young shoppers consider nutrients (in particular sugar content), packaging, brand and type as the most important characteristics of cereals as a product, with nutritional information being the main decision-making criteria used for selecting healthy cereals. Empirical studies conducted with the use of an eye-tracker confirmed compliance between declarations and actual behaviour only in case of nutrients. In other cases there were significant differences, as much as 50%, between the former and the latter.
Author Bartłomiej Pierański (WZ / KHiM)
Bartłomiej Pierański,,
- Department of Trade and Marketing
, Sergiusz Strykowski (WIiGE / KTI)
Sergiusz Strykowski,,
- Department of Information Technology
, Barbara Borusiak (WZ / KHiM)
Barbara Borusiak,,
- Department of Trade and Marketing
Publication size in sheets0.6
Book Horská Elena, Kapsdorferová Zuzana , Hallová Marcela (eds.): International Scientific Days 2018. “Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems.” Conference Proceedings, 2018, Wolters Kluwer, ISBN 978-80-7598-180-6, 2739 p.
Keywords in Polishzdrowa żywność, proces podejmowania decyzji wewnątrz jednostki handlowej, młodzi nabywcy, badania eye-trackingowe
Keywords in Englishhealthy food, in-store decision-making process, young consumer buying behaviour, eye-tracker
Languageen angielski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 26-03-2020, ChapterFromConference
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