ANALYSIS AND EVALUATION OF THE CHOCOLATE MARKETIN POLAND IN 2005-2011 WITH PARTICULAR ATTENTION TO BEHAVIOUR OF OLDER CONSUMERS

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Published:
Dec 28, 2013
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No. 10(59) (2013)
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Joanna Brzostek
Szkoła Główna Gospodarstwa Wiejskiego w Warszawie, Wydział Nauk o Żywieniu Człowieka i Konsumpcji, Katedra Organizacji i Ekonomiki Konsumpcji
Barbara Kowrygo
Szkoła Główna Gospodarstwa Wiejskiego w Warszawie, Wydział Nauk o Żywieniu Człowieka i Konsumpcji, Katedra Organizacji i Ekonomiki Konsumpcji

DOI: https://doi.org/10.22630/PEFIM.2013.10.59.66
Keywords : chocolate, major producers, consumption, available behavior of older consumers
Abstract
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.

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How to Cite
Brzostek, J., & Kowrygo, B. (2013). ANALYSIS AND EVALUATION OF THE CHOCOLATE MARKETIN POLAND IN 2005-2011 WITH PARTICULAR ATTENTION TO BEHAVIOUR OF OLDER CONSUMERS. The Scientific Journal European Policies, Finance and Marketing, (10(59), 98–107. https://doi.org/10.22630/PEFIM.2013.10.59.66
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