The Rationality of Consumer behaviour on the Food Products Market

Abstract

The aim of this study was to identify and evaluate the rationality of consumer behaviour on the food products market. The problem which is the subject of the article was elaborated on the basis of primary information derived from survey research conducted in 2009. The questionnaire was completed by 200 respondents. The results showed that all food needs are analysed by every third person, and every second personanaly sesonly some of these needs. It demonstrates a conscious choice and purchase of food products by the respondents. Half of the respondents established a hierarchy of needs during taking decisions concerning the purchase of foodstuffs. The diversified structure of roles, which respondents perform in their households shows that more and more decisions are considered and made jointly. Among the social determinants affecting the purchase offood products majority of respondents indicated their own beliefs and previous experience as most important factors. Among the marketing factors affecting the choice of food products, respondents most often mentioned the additional quantity of product for the sameprice and promotional price reductions. Results of this study will help identify the characteristics of rational of consumer behavior on the food products market. This may be helpful for institutions dealing with the wider consumer education, among others in the field of sustainable consumption. With the social and economic development changed patterns of consumer behavior and decisions taken by them on the market (also on food products market).