Consumer Determinants of Purchasing Decisions on the Dairy Products Market

Grebowiec Mariusz
European Research Studies Journal, Volume XXIV, Issue 3B, 981-992, 2021
DOI: 10.35808/ersj/2551


Purpose: The aim of this study was to try to define the basics and various factors that determine the purchasing behavior of consumers on the modern milk and milk products market. Design/Methodology/Approach: The study used the results of the author's empirical research in which 464 respondents were selected for the study in a purposeful manner. The main selection criterion was the respondents' declaration of regular purchase and consumption of dairy products in households. The research tool was a standardized questionnaire, which consisted of closed questions, both single and multiple choice, and it was fully anonymous. The obtained results allowed to draw conclusions and compare them with the general market trends taking place in the analyzed sector as well as with the results of research published by other authors dealing with related issues. Findings: The obtained results show that most of the purchasing decisions of dairy consumers are routine decisions. The main reason for consuming dairy products is the fact that they are suitable for direct consumption without their prior preparation, as well as the fact that the respondents have long become accustomed to the dairy diet in their households. In the hierarchy of factors determining the purchase of dairy products, the most important were sensory and functional impressions and the use-by date, but also various marketing stimuli are an important element. Practical Implications: The article contains information as well as guidelines for producers of dairy products, both for production and marketing. Thanks to the conducted research, the main directions of changes in the interests of buyers following contemporary consumer trends on the global market, which will become increasingly important in the future, have been shown. Originality / Value: The study contains significant findings regarding the variables affecting the direction of future consumption of dairy products on the market.

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