Postrzeganie przedsiębiorstwa mleczarskiego przez wybrane segmenty rynku
Perception of a Dairy Company by the Selected Market Segments

Summary/Abstract: The article is aimed at defining the image of a company as well as its representing factors. On the ground of the results of empiric research, the difference in perception of the image of a dairy company is presented from the final purchasers’ point of view; the age of the respondents was taken into consideration. According to the respondents aged 18-35, the image is created by non-obligatory information presented first and foremost on the packaging of the product. According to the respondents aged 36 and more, the image is mostly influenced by sensory attractiveness of the product.

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