Analiza i ocena rynku czekolady w Polsce w latach 2005-2011 z uwzględnieniem zachowań starszych konsumentów

The aim of this paper was to analyze and evaluate the chocolate market in Poland in years 2005-2011 with particular emphasis on older consumer purchasing and consumption behavior. In the study a secondary and primary data were used. Secondary data source was the literature, trade press, Internet publications and the results of household budget. Primary data were obtained through a survey conducted among the participants of the University of the Third Age. The work turned out to increase the production of chocolate in Poland and increased competition in the sector as a result of changes in ownership. These changes were accompanied by increased consumption of chocolate. It was found that older consumers in their purchasing decisions are guided chiefly by the taste of chocolate, then a habit, brand / manufacturer, and price. Clearly prefer dark chocolate. Nearly half of respondents describe themselves as a reasonable consumer. Having this in mind the traditional assortment of chocolate next to innovative should be on market.