Struktura i hierarchia oczekiwań konsumentów dla wybranej kategorii produktów w ujęciu jakościowym
The structure and hierarchy of consumers’ expectations in a selected category of products – qualitative approach

Summary/Abstract: The use of the term “consumers’ expectations” is widespread in both models and definitions existing in the field of quality management, marketing, and consumer psychology. In the literature, however, the aforementioned expression seems only to be a ‘black box’, the phrase easy to use in different contexts, but with unknown and undefined nature. The study aimed at identifying an internal structure of consumers’ expectations was undertaken, with the goal of discerning their individual components, and possible patterns and regularities. The aim of this paper is to present preliminary results of that study, especially in the area of consumer’s expectations components, and their hierarchy in a particular product category.

• Details
• Contents