Preferencje polskich konsumentów na rynku przetworów mleczarskich w latach 2004–2008
Preferences of Polish consumer on dairy market in 2004–2008
Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, 2011, vol., nr 93, s. 93-106
The article describes the determinants and the results of estimation of changes in preferences on dairy market in Poland. Determinants of consumer behavior, results of behavioral segmentation and positioning of strong brands are presented. Evaluation of consumers preferences was made upon the results of single sources research (Target Group Index). It was carried out that on the luxury dairy market loyalty is relatively higher than on cheap dairy market which demonstrates the change of loyalty level in connection with market sector and product character.