THE BUYER’S GENDER AND THE EFFECT OF PROMOTION ACTIVITIES ON THE PROCESS OF SELECTION OF FOOD PRODUCTS
Journal Title: Roczniki Naukowe Stowarzyszenia Ekonomistów Rolnictwa i Agrobiznesu - Year 2017, Vol 0, Issue 6
Abstract
The aim of the considerations and analyzes presented in the publication is to approximate the importance of gender in shaping the behavior of buyers in the decision-making process. The main research goal was to assess the impact of promotional activities on the consumer purchasing process on the market for selected food products. The research part was based on the results of surveys that were conducted in 2016 on a group of 486 food consumers using the targeted selection method. The research has shown that the importance of particular promotional activities in the purchasing process of the surveyed consumers was different depending on the gender. Statistical analyzes show that these differences were not large. Based on the respondents’ answers, it can be noticed that men were much more sensitive to promotional activities in their decisions related to product selection. The respondents in the group of purchasers of fruit and vegetables and dairy products were the most diversified in the assessment of the impact of advertising on the basis of gender, and the least diversified were the purchaser of meat products.<br/><br/>
Authors and Affiliations
Marek Angowski
Keywords
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- EP ID EP345423
- DOI 10.5604/01.3001.0010.7892
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