Abstract
Abstract Research surveys were conducted from August through December 2011 and March through July 2012, in the regions of Lower Silesia, Opole, Silesia, and Wielkopolska, Poland. Respondents were chosen randomly and a sample of 540 respondents were surveyed. The first aim of this study was to investigate the quality and aesthetic factors expected of honey and its packaging in order to establish their influence on decisions related to the purchase of honey. The second aim was to determine the importance of the aesthetic factors of honey and its packaging in the process of influencing consumer behavior related to the purchase of honey. As many as 78% of respondents said that the honey from a beekeeper was better than that offered in the stores. A large number of respondents, 88.3%, choose honey produced domestically. However, our study showed that for 43.4% of the respondents, packaging and visual features did not affect the purchase of the product. Only for 23% of respondents, the origin of the honey and quality which was guaranteed with certificates were the most important factors taken into account when deciding on the place or form of a honey purchase. The varieties of honey most often indicated by the respondents were: multifloral honey 46.9%, linden honey 42.5%, rapeseed honey 16.2%, and acacia honey 12.8%. The selection of honey varieties was primarily determined by psychological factors, social factors, and only later by convenience of consumption or financial situation.
Highlights
Honey is a valued food product that has been harvested by humans for several thousands of years
The second aim was to determine the importance of honey and its packaging in influencing consumer behavior related to the purchase of honey
Most of the consumers said that they only purchase honey of domestic origin, almost half of them do not check the origin of the honey on the label
Summary
Honey is a valued food product that has been harvested by humans for several thousands of years It has a number of properties which meet many different consumer needs. Consumers purchase goods to cater to their specific needs (Mazurek-Łopacińska, 2003). It is common knowledge that “customers buy with their eyes,” or purchase merchandise that meets their aesthetic expectations. It is, important that offered goods are properly packaged in aesthetic, eyecatching packaging. The first aim of this study was to investigate the quality and aesthetic factors expected of honey and its packaging in order to establish their influence on decisions related to the purchase of honey. The second aim was to determine the importance of honey and its packaging in influencing consumer behavior related to the purchase of honey
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