PERCEPTION OF ADVERTISING OF FOOD PRODUCTS AND ITS IMPORTANCE IN CONSUMER DECISION-MAKING PROCESSES

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Published:
Jul 1, 2018
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No. 19(68) (2018)
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Robert Nowacki
Wyższa Szkoła Finansów i Zarządzania w Warszawie

DOI: https://doi.org/10.22630/PEFIM.2018.19.68.13
Keywords : advertising, food products, advertising attractiveness, advertising reliability.
Abstract
The aim of the article is to assess perception of advertising of food products in the Polish society and its impact on consumer purchasing decisions. The grounds for the article are findings of the surveys conducted in 2014 among the population aged above 15 years. The findings show that advertisements of food products are quite often assessed as attractive and reliable, while the susceptibility to the impact of advertising of food products is declared by less than half of the population surveyed. There is also great diversification of assessments from the point of view of both respondents’ demographic traits and individual product categories.

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How to Cite
Nowacki, R. (2018). PERCEPTION OF ADVERTISING OF FOOD PRODUCTS AND ITS IMPORTANCE IN CONSUMER DECISION-MAKING PROCESSES. The Scientific Journal European Policies, Finance and Marketing, (19(68), 143–154. https://doi.org/10.22630/PEFIM.2018.19.68.13
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