Wpływ strategii promocyjnych na zachowania konsumentów a zrównoważony rozwój rynku produktów mleczarskich

Monika Świątkowska and Karol Krajewski ()

Journal of Agribusiness and Rural Development, 2015, vol. 37, issue 3

Abstract: Chain and market-oriented dairy sustainability, nutritional and social objectives related to the promotion of behaviours aimed at the development are essential. At the same time, the signifi cance of the various forms of sales promotion, as a factor of consumer buying behaviour infl uence, increases. The study includes the use of the sales promotion instruments in commercial space, perceived by consumers and assessment of their impact on purchasing decisions. The study was carried out on the basis of a standardized authoring individual interview questionnaire on nationwide random-quota, registered trials, in 2007–2012, as a part of the study of consumer behaviour performed in the dairy market for KZSM (National Association of Dairy Cooperatives). The results confi rm that the effect of promotion activities is a high visibility by consumers and change of their purchasing decisions. The most important determinant of consumer purchasing behaviour are the price promotions. Most often supported by a complete set of sales promotion instruments have been modern dairy products – yoghurt, grainy and ripening cheese. Sales promotion is an important instrument of balancing the dairy market and shaping the desired behaviour of consumers.

Keywords: Agribusiness; Agricultural and Food Policy; Agricultural Finance; Community/Rural/Urban Development; Consumer/Household Economics; Crop Production/Industries; Demand and Price Analysis; Environmental Economics and Policy; Farm Management; Financial Economics; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy; Industrial Organization; Institutional and Behavioral Economics; International Development; International Relations/Trade; Labor and Human Capital; Land Economics/Use; Livestock Production/Industries; Marketing; Political Economy; Production Economics; Productivity Analysis; Public Economics; Research and Development/Tech Change/Emerging Technologies; Research Methods/Statistical Methods; Resource/Energy Economics and Policy; Risk and Uncertainty; Teaching/Communication/Extension/Profession (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ags:pojard:253619

DOI: 10.22004/ag.econ.253619

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