Marketing and non-marketing determinants of the image of a food product
Marketing and non-marketing determinants of the image of a food product

Summary/Abstract: Article’s goal: the article has two research goals: identification of the factors influencing the image of a food product as well as the hierarchical ordering of the identified determinants of the image and their analysis. Research approach: the article is of the theoretical and empirical character. In the theoretical part, the method of cognitive and critical analysis of the world’s literature on marketing and marketing management was used; in the empirical part, the following research methods were used: the method of a survey research for gathering primary data and statistical analysis (including the factor analysis, analysis of variance, and cluster analysis) for the analysis of the primary data and their inference. Basic research findings: the price and the origin of a food product do not influence considerably its image; a relatively greater image role is played by promotional activities, although in their case no significant statistical dependence was observed in relation to image, either; the first position in the hierarchical structure of the determinants of image was taken by the brand, whereas the final one – by the price. Practical implications: the knowledge of determinants of food products’ image and their hierarchical arrangement allows for efficient and effective management of this image by offerers of food products, which, in turn, determines the applicability value of the research. Social implications: the original contribution of the following study to theory is the identification of the determinants of the image of a food product as well as their hierarchical ordering. It allows knowing customers’ attitudes better.

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