Instrumenty reklamy i ich wpływ na zachowania konsumentów na rynku soków
Instruments advertisings and their impact on consumer behavior on the juice market

Summary/Abstract: The aim of the conducted study was to identify and analyze consumers’ attitudes to typical advertisement forms. Furthermore, the study attempted at describing the way consumers’ perceive the influence of television advertisement on their purchase behaviors’ at the market of fruit juice and nectars. The following aspects exert the force of television advertisements of fruit juice and nectars on consumers’ purchase behavior, namely price, health and dietetic values, package, innovative character and brand of product. Consumers treat television advertisements as a vital source of information since they indicate attributes, advantages, health aspect, security and high quality of the advertised products

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