The sociodemographic determinants of Polish consumer perception of food quality

Karolina Choroszy

doi:10.9770/jesi.2021.9.1(10)

Abstract

Consumer-perceived food quality covers a wide range of aspects, including sensory characteristics, healthful properties, convenience of preparation for consumption or storage. The aim of the research was to identify the main segments of Polish consumers who differ in their perception of quality components of food products, as well as to indicate the main sociodemographic determinants underpinning that distinction. Responses were analyzed divided into clusters in order to distinguish the key consumer segments in the Polish food market. Cluster analysis showed that the three isolated clusters differ significantly in their perceived importance of quality features shaping consumer behaviors in the food market. Additional analysis of variance helped identify the reasons for this differentiation. The isolated segments perceived differently the importance of the following food characteristics: naturalness, visual appeal, shelf life and level of processing, fat content and calorific value, presence of health-promoting ingredients, absence of chemical additives. The views concerning diet compatibility or impact on health also differed significantly. Another differentiator for the compared segments proved to be the manufacturer (brand) of the product.

Highlights

Product quality is seen by consumers as an important determinant of their purchase decisions
When considering quality in the context of food products, there are two different approaches currently applied in consumer theory
The first is Lancaster’s characteristics demand theory, which views food as a set of quality attributes that respond to consumer expectations

Summary

Introduction

Product quality is seen by consumers as an important determinant of their purchase decisions. Consumers tend to associate quality with a certain set of attributes that a product should have in order to meet their expectations (Grunert, 2002). When considering quality in the context of food products, there are two different approaches currently applied in consumer theory. The first is Lancaster’s characteristics demand theory (sometimes referred to as basket theory), which views food as a set of quality attributes that respond to consumer expectations. The concept of quality defies easy definition In any case, it can be considered as a set of certain attributes whose order and meaning are different depending on the consumer’s sociodemographic profile. Quality means the degree to which a product meets consumer expectations (Pin-Jane Chen and Marta Antonelli, 2020; Baryłko-Pikielna and Wasiak-Zys, 2004; Becker, 2000; Oude Ophius, van Trijp, 1995)

Objectives

Results

Conclusion