Katedra Organizacji i Ekonomiki Konsumpcji

Warsaw, Poland

Katedra Organizacji i Ekonomiki Konsumpcji

Warsaw, Poland

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Kowalczuk I.,Katedra Organizacji i Ekonomiki Konsumpcji | Gutkowska K.,Katedra Organizacji i Ekonomiki Konsumpcji | Sajdakowska M.,Katedra Organizacji i Ekonomiki Konsumpcji | Zakowska-Biemans S.,Katedra Organizacji i Ekonomiki Konsumpcji | And 2 more authors.
Zywnosc. Nauka. Technologia. Jakosc/Food. Science Technology. Quality | Year: 2013

Product innovation is an important factor of competitiveness provided its market implementation is preceded by detailed research studies on consumer needs and expectations. Considering the popularization of novelties, those innovators are particularly interesting, who are the first to buy new products. Under standing their profile and specificity of their market behaviour considerably facilitates the commercialization of new products. In the paper, the survey results are presented of consumer attitudes and behaviours towards innovative products of animal origin. The survey was carried out in December 2011 on a representative sample of 1000 respondents aged 15 and more from Poland; it was focused on the identification and description of social and demographic profile of innovators. It was found that the innovativeness of consumers as regards dairy products was higher than towards meat products and eggs. It was proved that the level of innovativeness was mainly determined by such features as place and place of residence. At the same time, the innovators polled showed to feel more disposed to pay a higher price for innovative products of animal origin.


Babicz-Zielinska E.,Maritime Academy of Gdynia | Jezewska-Zychowicz M.,Katedra Organizacji i Ekonomiki Konsumpcji | Laskowski W.,Katedra Organizacji i Ekonomiki Konsumpcji
Zywnosc. Nauka. Technologia. Jakosc/Food. Science Technology. Quality | Year: 2010

Based on the survey of consumers as regards the convenience food, it was found that the majority of the surveyed knew this food, but the consumption thereof was at an average 'from time to time' frequency level, i.e. once or several times a month. The gender, professional activity, and place of usual residence did not substantially impact the consumption of convenience food. Positive attitudes towards the convenience food were declared by more than half of the respondents, first of all by the young respondents. Almost half of the polled did not see any risk in eating convenience food, and 1/4 of the survey did not care for healthful values of and risks involved in eating convenience food. The polled who showed positive attitudes and were convinced of the healthful values of convenience food and of benefits resulting from applying it in menu, declared more often that they were going to eat it during the coming three months. The persons showing negative attitudes or those undecided were not interested in consuming this food in the future. The reason thereof can be conservatism and lack of interest in including innovative products into everyday diet, being mainly a consequence of higher prices of convenience food.


Gutkowska K.,Katedra Organizacji i Ekonomiki Konsumpcji | Jankowski P.,Katedra Ekonometrii i Statystyki | Sajdakowska M.,Katedra Organizacji i Ekonomiki Konsumpcji | Zakowska-Biemans S.,Katedra Organizacji i Ekonomiki Konsumpcji | Kowalczuk I.,Katedra Organizacji i Ekonomiki Konsumpcji
Zywnosc. Nauka. Technologia. Jakosc/Food. Science Technology. Quality | Year: 2014

Consumer behaviour towards individual food products varies. Food constitutes a means of meeting not only fundamental needs, but, also, secondary needs determined by, among other things, commonly accepted values and lifestyle. In order to set down the differentiation criteria of consumer behaviour towards food products, exemplified by meat and meat products, a survey research was carried out among 1,000 Polish residents aged 15 and more, who showed diverse socio-demographic characteristics. The survey research was performed using a modified Food Choice Questionnaire (FCQ) comprising a set of statements, which reflected possible food selection motivations. Based on the statistical analysis of the results obtained, it was found that the responses given by the Polish consumers in FCQs did not make it possible to make out significantly differentiated clusters of consumers, and, at the same time, this fact provided evidence that, under the present reality of Poland, it was impossible to identify satisfactorily differentiated segments of consumers as regards meat and meat products. However, it was confirmed that the consumption frequency of selected types of meat and meat products as declared by the respondents was a criterion to differentiate the attitudes of Polish consumers towards meat and meat products. Identified on this basis consumer clusters were socio-demographically characterized. It was proved that the level and structure of meat consumption correlated with the gender, age, education level, income, and place of residence of the consumers surveyed, as well as with their level of innovativeness and their willingness to pay higher prices for high quality meat and meat products. The relatively highest intensification of innovative attitudes was found within the clusters of consumers who declared to usually rarely eat meat, Vienna sausages, and other sausages, and to eat luxury processed meat products moderately often. © Polskie Towarzystwo Technologów Żywności, Kraków 2014.


Gutkowska K.,Katedra Organizacji i Ekonomiki Konsumpcji | Sajdakowska M.,Katedra Organizacji i Ekonomiki Konsumpcji | Zakowska-Biemans S.,Katedra Organizacji i Ekonomiki Konsumpcji | Kowalczuk I.,Katedra Organizacji i Ekonomiki Konsumpcji | And 2 more authors.
Zywnosc. Nauka. Technologia. Jakosc/Food. Science Technology. Quality | Year: 2012

Polish consumers evince a low level of innovativeness as regards their food product choices since they purchase food products they know and which meet the diverse individual expectations. Thus, it may be presumed that the acceptance of innovative food products among consumers is also at a low level. In order to confirm this supposition, a field research study was conducted under the: "BIOFOOD - innovative, functional products of animal origin" Project. The quantitative omnibus-type survey was performed in June 2011 and comprised a survey sample of 1000 respondents representing the whole country (Poland). Based on the results obtained, it was confirmed that the Polish consumers recognized changes in the food market in Poland in recent years; however, they did not considered all of those changes to be beneficial, thus, the degree of their acceptance thereof varied. As regards food products of animal original, at the highest level of acceptance the consumers polled rated the changes involving the reduction in the content of some ingredients such as salt or sugar, whereas the consumers' lowest level of acceptance referred to milk and milk products enriched with vitamins and minerals. The survey results also confirmed that the younger consumers with university degrees and higher incomes, as well as those from larger cities declared a higher acceptance level of the majority of changes in the animal-originating food products.


Jezewska-Zychowicz M.,Katedra Organizacji i Ekonomiki Konsumpcji
Zywnosc. Nauka. Technologia. Jakosc/Food. Science Technology. Quality | Year: 2014

The objective of this research study was to evaluate the consumer expectations as regards benefits of eating high quality food products. The respondents were classified on the basis of their opinions about the benefits of consuming such food products. Empirical data (n = 1003) were collected under the survey completed in November 2012. In the opinions of the respondents, the expected results of eating high-quality foods are: in the first place - well-being, boost in the confidence in foods, and the increased pro-health values of food. However, the increased expenditures on food were assessed at a medium level. The factors: place of residence, opinion on income, and gender differentiated the perception of benefits. Only the level of education and the opinion on income graded the classification of the respondents into homogeneous groups as regards the perception of the benefits when consuming high quality food products. © 2014, Polish Food Technologist Society. All rights reserved.


Jezewska-Zychowicz M.,Katedra Organizacji i Ekonomiki Konsumpcji | Jeznach M.,Katedra Organizacji i Ekonomiki Konsumpcji | Kosicka-Gebska M.,Katedra Organizacji i Ekonomiki Konsumpcji
Zywnosc. Nauka. Technologia. Jakosc/Food. Science Technology. Quality | Year: 2012

The objective of the study was to verify to what degree the preferences of consumers for sweets impacted their interest in functional sweets represented by the chocolate products with labels containing the declaration of a manufacturer about "special pro-health properties" of the products. The empiric survey was carried out in autumn 2010 and comprised 1000 consumers constituting a representative sample of the Polish residents aged 18 and more, and whose socio-demographic profile was diversified. To analyse the empirical material, a frequency analysis was applied, as well as cross tables; the data were compared using a Chi 2 test and a one-way ANOVA analysis. To select homogenous clusters of consumers based on their preferences for sweets, first, a factor analysis was applied to reduce variables, and, next, a cluster analysis. A statistical package 'SPSS for Windows PL. 14' was utilized. It was found that the consumers' interest in the new chocolate products having special pro-health properties was low. The vitamins were the most accepted component improving the pro-health properties of sweets; next, the fibre and the minerals. The declared preferences for sweets did not show any statistically significant correlation with the consumers' interest in the sweets showing special pro-health properties.


Zakowska-Biemans S.,Katedra Organizacji i Ekonomiki Konsumpcji
Zywnosc. Nauka. Technologia. Jakosc/Food. Science Technology. Quality | Year: 2012

The interest in traditional foods is a sign of new trends in consumer behaviour in the food market implied by a desire to preserve and expose values resulting from cultural heritage. In the light of the growing demand for traditional foods in Europe, it seems important to identify the way the Polish consumers perceive traditional foods and to determine the attributes associated with this food category. The analysis of the reference literature and of the author's own data shows that the vast majority of Polish consumers state that they purchase traditional food; their most important motivation for purchasing traditional food is belief about its exceptional sensory qualities. The consumers locate traditional foods amid the known and commonly consumed products, but, simultaneously, they perceive the consumption of traditional foods as a possibility to fulfil hedonistic desires related with the search for new taste experiences. In the group of consumers of traditional foods, older people prevail, i.e. the people who are concerned about their health and who are more engaged in planning and preparing their meals. They perceive the cooking as a manifestation of their concern for the beloved and they appreciate culinary skills. In order to further develop the traditional food market, it is necessary to create traditional products that are in line with more and more complex consumer expectations towards food products, to improve the availability of traditional foods, and to master the offer of such products.


The aim of the research was to estimate to what extent the selected socio-cognitive variable, and subjective variables concerning the health status and the way of nutrition determine consumers' behaviours on the market of food enriched in vitamins and minerals. The survey was conducted in September 2008 within the group of 1005 consumers. The data were collected via Centre of Public Opinions Research (TNO OOP) within the representative group of Polish inhabitants aged over 15 years. The questionnaire was developed by the authors of this study. It includes closed-end questions concerning familiarity with food enriched in vitamins and minerals, frequency of eating it, and selected opinions on this food The level of consumers" innovativeness was also assessed. All variables, except of subjective variable concerning health status, significantly correlated with the familiarity and the frequency of eating enriched food and with the declared intention to eat it next 3 months. The strongest correlations were indicated between beliefs on health value, benefits and variables describing consumers' behaviours. There were observed stronger correlations between socio-cognitive and subjective variables concerning the way of nutrition in the case of the declared intention to eat compared to the familiarity and frequency of eating food enriched in vitamins and minerals.

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