Consumer behaviour towards yoghurt in Belgium and Poland: a survey in two regions

Abstract

The recent history of Poland is characterised by the process of transition from the centrally planned to a market‐oriented economy and by the new challenge of preparing for joining the EU. Several authors indicate that Polish consumers are more and more similar to European consumers in terms of consumer behaviour. The research under consideration aims to identify similarities and differences between Polish and Belgian consumers with respect to consumer behaviour towards yoghurt. The choice of the dairy product yoghurt as a research subject is based on its remarkable consumption increase and product innovation rate during the previous decade. A survey of 400 respondents in the urban regions of Gent (Belgium) and Olsztyn (Poland) reveals statistically significant differences in consumption frequency, perception of product attributes and consumer attitude and preference towards yoghurt. The process of cross‐national data gathering and analysis identifies topics of interest to food companies and marketeers seeking to enter markets in Central and Eastern Europe.