Rola marki w procesie zakupu mleka i jego przetworów
The Role of the Brand in the Process of Buying Milk and Milk Products

Summary/Abstract: High quality products are highly appreciated by consumers. Continuous analysis of preferences and buyer choices allows you to see changes in market behavior, as well as directions for growth. Taking into account these preferences in business operations affects the growth of their market position and the acquisition of more and more loyal buyers. Brand plays an important role when choosing from a wide range of market offers. The loyalty of the buyers towards the brand thus increases its reputation. This also translates into increased sales and the opportunity for further development of the company. Famous brands can compete with quality for customer loyalty. By using branding strategies, it gains a competitive edge. The purpose of the study was to determine the importance of the brand when buying dairy products. As the main area of interest, the market for milk and its products has been chosen, with particular emphasis on the yogurt market. The study covered the theoretical considerations of the brand and the determinants of its strength, and presented a contemporary situation on the market for milk and its products. Theoretical considerations were supported by research conducted among 250 randomly selected respondents. The results of the research have allowed us to draw conclusions at the end of the study.

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