Działania rynkowe w obszarze produktu na przykładzie spółdzielni mleczarskich z województwa świętokrzyskiego
Market activities in the area of product on the example of dairy cooperatives from Świętokrzyskie province

Summary/Abstract: The aim of the article is an analysis of market activities in the sphere of product; which according to the managers of dairy cooperatives from Świętokrzyskie Province have influence on customers’ value. The research of the implementation of the actions in the sphere of product was conducted on the sample of 50% of dairy cooperatives from Świętokrzyskie Province using an interview questionnaire. Cooperatives’ representatives were asked to indicate activities that; in their opinion; have an influence on customers’ value on such markets as: Świętokrzyskie Province; other provinces; EU markets; and other major markets. Taking into account the results of the research; it turns out that despite the fact that not only a product; but also its value is important for a customer; the cooperatives are pursuing activities that affect value for customer related to the product rather in a small extend.

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