Analysis of customers’ preferences in the aspect of modernization or formation of distribution channels of organic products
Analysis of customers’ preferences in the aspect of modernization or formation of distribution channels of organic products

Summary/Abstract: The objective of the paper was to analyse the selected factors that influence the size of the demand for organic products in the contexts of modernization or designing new highly effective distribution channels. The research was performed by means of a questionnaire in the form of a guided survey on 50 respondents living in the south part of Poland. The obtained results are a source of precious knowledge particularly for producers of organic products who want to reach as many final purchasers as possible. The place of living and level of education of potential customers were found to be the most important criteria which should be considered when designing or modernizing distribution channels. The amount of monthly income does not affect considerably the size and frequency and the place of where organic products are purchased. Adjusting the existing distribution channels to customers' requirements will allow companies to achieve success in the form of high profits and strengthen their market position.

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