Zróżnicowanie technik badawczych w badaniu motywacji zakupowych konsumentów żywności funkcjonalnej
The diversity of marketing research techniques in the study of purchase motivation of functional food consumers

Summary/Abstract: The fast development of quantitative and qualitative functional food market in Poland causes that producers are looking for in-depth information about the consumer behavior purchasing analyzed food products. However, they meet a number of problems connected with the fact that still the most of consumers have problems with identifying a functional food products. This article attempts to present the use of different research techniques for determining consumer purchasing motivations on the functional food market.

• Details
• Contents