Zachowania młodych konsumentów na rynku czekolady i batonów – wybrane aspekty
Some aspects of young consumers’ behaviors in the market of chocolates and bars

Summary/Abstract: The aim of the paper was to present the behaviors of young consumers in the market of the chocolates and the bars. These behaviors related to the location, the size and the frequency of purchases, the expenditures on these products, the preferences and other individual factors important for buying this product group. Empirical study was conducted in May 2007 by The Internet Research Institute in collaboration with CEM. The authors purchased the data in the form of a report. Chocolates and bars were often purchased by all young consumers, while those within 25–30 years age group more often declared their choice of chocolates, while the younger preferred the bars. The bars were purchased more frequently than the chocolates, which in the case of young consumers with limited financial resources can be combined with the lower one-time expenditure. An important reason for buying chocolates and bars, was to address the need to eat something sweet or fulfill hunger, and also the potential improvement of humor and wellbeing. Among the important factors influencing the purchase of chocolates and bars taste, price and brand were indicated. The preferred type of chocolate was milk chocolate.

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