Uwarunkowania zachowań konsumentów na rynku nowych produktów żywnościowych z wykorzystaniem modelu Rogersa
Determinants of Consumer Behaviour on the Market of New Food Products Using the Rogers Model

Summary/Abstract: The aim of the study was to identify consumer behaviour towards new food products. The segmentation of consumers was based on Rogers' innovation modelling. Obtained knowledge about consumer behaviour on the market of new food products affecting their purchase may form the basis for the development of an effective marketing strategy, especially for entities introducing new, innovative food products. The study was based on the author's questionnaire. It included 230 consumers-students of the Maritime University of Gdynia. The age, sex and material situation of the subjects were assumed as independent variables. The results of the study show that for the respondents the most important determinants of purchasing new food products were quality, price and nutritional value. Segmentation of the respondents showed similarity to the distribution obtained by Rogers.

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