Zachowania konsumentów na rynku soków i ich wybrane uwarunkowania
Consumer Behaviours in the Market for Juices and the Selected Determinants Thereof

Summary/Abstract: An aim of the research was to identify consumer behaviours and determinants of these behaviours in the juice market. The study involved 530 people living in the south-eastern part of Poland, representing all socio-demographic groups. The research was focused, among others, on such factors as the frequency and type of juice purchased and the factors influencing choices in the juice market.The vast majority of surveyed respondents (97.4%) buy juice. Juices are purchased mostly (36.6% of respondents) a few times a month or once a week (24.2%of respondents). There are no statistically significant differences between demographic groups in the frequency of purchase of juice. As the most important variables determining the purchase of juices respondents consider: the quality of the product (96.6%), taste (kind of fruit) (95.1%), sensory values (86.0%), kind of the product (juice/nectar/drinks) (83.8%), and product price(81.5%). The least important variables are: the graphics on the packaging and advertising- only about 9% of respondents consider them as important or very important. As a result of the factor analysis, four factors influencing purchasing decisionswere identified: sensory qualities, the proportions of vitamin C and sugar, preservativesused, and packaging. The social implication of the research is complementing the knowledge on Polish consumers’ behaviours in the FMCG market. The results may be also used in practiceby food companies to set up product development strategies, in line with consumers’ preferences.

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