The diversity of marketing research techniques in the study of purchase motivation of functional food consumers Cover Image

Zróżnicowanie technik badawczych w badaniu motywacji zakupowych konsumentów żywności funkcjonalnej
The diversity of marketing research techniques in the study of purchase motivation of functional food consumers

Author(s): Magdalena Olejniczak
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: functional food; motivation; marketing research techniques

Summary/Abstract: The fast development of quantitative and qualitative functional food market in Poland causes that producers are looking for in-depth information about the consumer behavior purchasing analyzed food products. However, they meet a number of problems connected with the fact that still the most of consumers have problems with identifying a functional food products. This article attempts to present the use of different research techniques for determining consumer purchasing motivations on the functional food market.

  • Issue Year: 2014
  • Issue No: 336
  • Page Range: 215-223
  • Page Count: 9
  • Language: Polish
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