The Rationality of Consumer Behavior on the Foods Product Market
Renata Matysik-Pejas , Monika Szafrańska
AbstractThe aim of this study was to identify and evaluate the rationality of consumer behavior on the foods product market. The problem which is the subject of the article was elaborate on the basis of primary information derived from survey research conducted in 2009. The questionnaire was completed by 200 respondents. The results showed that all food needs are analysed by every third person, and every second person analyses only some of these needs. It demonstrates a conscious choice and purchase of food products by the respondents. Half of the respondents established a hierarchy of needs during taking decisions concerning the purchase of foodstaffs. The diversified structure of roles, which respondents performs in theirs households shows that more and more decisions are considered and made jointly. Among the social determinants affecting the purchase of food products majority respondents indicated their own beliefs and previous experience as most important factors. Among the marketing factors affecting the choice of food products, respondents most often mentioned the additional quantity of product for the same price and promotional price reductions. Results of this study will help identify the characteristics of rational of consumer behavior of the food products market. This may be helpful for institutions dealing with the wider consumer education, among others in the field of sustainable consumption. With the social economic development changed patters of consumer behaivours and decisions taken by them on the market (also on food products market)
|Journal series||Delhi Business Review, ISSN 0972-222X, e-ISSN 2277-7725 , (0 pkt)|
|Publication size in sheets||0.5|
|Keywords in English||Consumer Behaviour, Rationality, Hierarchy food needs|
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