CONSUMERS ON ORGANIC FOOD MARKET – FACTORS DETERMINING THE CHOICE OF DAIRY PRODUCTS

Abstract

The aim of the publication is to identify and evaluate the factors determining the choice of organic food products, establish links between them and decide which factors determining consumer choices on the dairy products market are the main. The analyses were based on the results of a survey conducted in 2016 on a group of 358 students. In the selection process, targeted selection methods were used. The study was carried out using the CAWI and the PAPI methods. The study uses methods of statistical analysis, including a comparative analysis of the behaviour of buyers and non-buyers of organic products and factor analysis to detect internal interdependencies between factors shaping purchasing decisions of buyers. Based on the analysis, it can be concluded that the most important factors taken into consideration when choosing organic food on the dairy market are related to the characteristics of the products. According to the surveyed buyers, an organic product is a product with a specific composition, fresh and without preservatives. The remaining factors are marketing communication, sales activation and “guarantee” of quality and healthiness of products in the form of certificates, markings and product brands.