DZIAŁANIA OFERENTÓW PRODUKTÓW SPOŻYWCZYCH (NIE)OCZEKIWANE PRZEZ NABYWCÓW
THE ACTIVITIES OF OFFERERS OF FOOD PRODUCTS (NON)EXPECTED BY CUSTOMERS

Summary/Abstract: In the article the problems related to the marketing activities of offerers of food products in the context of their compatibility with customers’ expectations were presented. These activities were analysed from the new perspective showing incentives non expected by customers. On the base of the results of the field researches the marketing activities which should be limited or eliminated were identified and analysed. Sending congratulation letters to clients was the most non excepted activities used by producers and retailers. Respondents had relatively the least objections to hotlines created by producers and by retailers. This conclusions have big value for offerers allowing them to use the marketing activities compatible with customers’ expectations.

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