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

Anna Rogala ()
Additional contact information
Anna Rogala: Poznan University of Economics and Business

A chapter in Eurasian Business Perspectives, 2020, pp 261-273 from Springer

Abstract: Abstract 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.

Keywords: Information behaviors; Marketing communications; Information society; Network society (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-030-40160-3_19

Ordering information: This item can be ordered from
http://www.springer.com/9783030401603

DOI: 10.1007/978-3-030-40160-3_19

Access Statistics for this chapter

More chapters in Eurasian Studies in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().