Consumer Perception of Dairy Products Quality
Journal Title: Zarządzanie i Finanse - Year 2012, Vol 10, Issue 3
Abstract
The article presents the examples of the factors determining customer behavior in the dairy products market identified so far in some studies on Polish consumers. Two basic consumer determinants have been characterized: price and quality. In the fundamental part of the article, basing on the research results obtained from the sample of 1000 consumers of dairy products in 2011 (Poland), the statistical analysis of the way they perceive quality has been car-ried out. In the analysis of the Spearman’s rank correlation coefficient and Wil-coxon test were used. In the course of the statistical analysis it has been found among others that the composition of a dairy product is strongly associated with brand and consumers seem to perceive the favorable relation between price and quality sepa-rately from the price itself, though in association with brand.
Authors and Affiliations
Lech Nieżurawski, Krzysztof Śmiatacz, Adam Kucharski, Karol Krajewski
Keywords
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