ZACHOWANIA KONSUMENTÓW WOJEWÓDZTWA POMORSKIEGO NA RYNKU KAWY NATURALNEJ JAKO PRZESŁANKA DZIAŁAŃ MARKETINGOWYCH
CONSUMER BEHAVIOR POMORSKIE PROVINCE ON THE MARKET OF NATURAL COFFEE, AS A CONDITION OF MARKETING ACTIVITIES

Summary/Abstract: The study was conducted in a group of 424 people living in cities of different sizes and villages. The study was aimed at the diagnosis of consumer behavior from the Pomeranian Province on the market of natural coffee. They have been assessed, among other things: selection factors particular brand of coffee, coffee brand chosen most often by respondents, brand loyalty, brewing method, a place to buy coffee. Verified as gender, place of residence and age affect the choices made by consumers. The data obtained is a good starting point for segmentation of consumers by entities engaged in the distribution, import of both the natural coffee as well as devices that grind and brew coffee using beans and ground.

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