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 OlejniczakSubject(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.
Journal: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
- Issue Year: 2014
- Issue No: 336
- Page Range: 215-223
- Page Count: 9
- Language: Polish