Badania preferencji wobec marek - znaczenie w zarządzaniu
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Date
1997
Authors
Advisor
Editor
Journal Title
Journal ISSN
Volume Title
Publisher
Wydział Prawa i Administracji UAM
Title alternative
The managerial importance of research on brand-name preferences
Abstract
The article is an attempt to create a methodological concept of research of brand-name perception
and preferences and a presentation of empirical results of such a research. The objective of
the research was to diagnose the level of perception and preference differentiation of selected
brand-names of coffee and to identify factors which cause this differentiation. Age, gender and
educational background were hypotetically taken as potential factors which may cause the phenomenon.
The research took into account prices and other determinants of the preferences. The
research employed the method of partial survey. The population of Poznań above 18 was taken as
the general population for the research. The survey used representative method based on a study
of perceptions and preferences of randomly selected customers of food stores handling coffee.
The research evaluated the perception of utility characteristics and consumer behavior as
well as attitudes expressed through purchase decision-making process, buying only certain brands
of coffee or declaring such a predisposition. The survey indicates substantial consumer preferences
differentiation. The penchant to buy two leading brands of coffeee: Jacobs and Astra is very well
pronounced. The research indicates that age, education and gender are indeed, the determinants
of the surveyed preferences. Notwithstanding, the authors recommend further, sequential research
of the same scope to make the study conclusive for management.
Description
Sponsor
Digitalizacja i deponowanie archiwalnych zeszytów RPEiS sfinansowane przez MNiSW w ramach realizacji umowy nr 541/P-DUN/2016
Keywords
Citation
Ruch Prawniczy, Ekonomiczny i Socjologiczny, 59, 1997, z. 4, s. 57-68
Seria
ISBN
ISSN
0035-9629