The Influence of Milk Packaging on Purchase Decisions of University Students in Ostrołęka County

Zdzisław Kochanowicz1, Justyna Balcerzak2, Piotr Bórawski3
1 Warsaw Higher School of Economics, Poland, 2 Maria Grzegorzewska University, Poland, 3 University of Warmia and Mazury in Olsztyn, Poland
Kochanowicz, Zdzisław (Warsaw Higher School of Economics, Poland)
Balcerzak, Justyna (Maria Grzegorzewska University, Poland)
Bórawski, Piotr; ORCID: 0000-0002-6616-7140 (University of Warmia and Mazury in Olsztyn, Poland)
The Influence of Milk Packaging on Purchase Decisions of University Students in Ostrołęka County
Annals of Marketing Management and Economics, 2016, vol.2, nr 2, s. 63-72

Key words

packaging consumers milk market

Abstract

The aim of this study was to evaluate the influence of milk packaging on the buying decisions of university students in Ostrołęka county. The group surveyed consisted of 98 university students who purchased milk in Ostrołęka. The respondents were secondyear and third-year students majoring in business management at the Higher School of Economics and Social Studies in Ostrołęka. The respondents were selected by purposive sampling from the population of second-year and third-year students willing to participate in the study. Most respondents were of the opinion that milk packaging was neither a significant determinant of their buying decisions nor a major indicator of product quality.