Grzybowska-Brzezińska, Mariola (University of Warmia and Mazury in Olsztyn, Poland)
Student Preferences in the Milk Market
Annals of Marketing Management and Economics, 2015, vol.1, nr 2, s. 15-23
The article presents consumer preferences on the milk market. The research was conducted on a group of 98 students studying management at the Higher School of Economics and Social Sciences in Ostrołęka in 2014. The research showed that the respondents are young and they pay the greatest attention to: quality, brand and price. The respondents buy milk every day or several times a week. The students ranked ease of purchase, product quality, and wide choice of products as the most important factors in their decision to buy a particular milk from a particular vendor. They also indicated the most important information on a container was the percentage of fat and the expiration date.