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Preferencje konsumentów wobec rodzajów kawy oraz marek kawy mielonej dostępnych na polskim rynku

100%
Mokrysz S.
Studia Ekonomiczne
|
2017
|
vol. 330
128-138
PL
W artykule podjęto problem preferencji konsumentów wobec rodzajów kawy w Polsce (kawy mielonej, rozpuszczalnej, ziarnistej, tzw. miksów kawowych oraz rozpuszczalnego cappuccino), a następnie preferencji konsumentów wobec marek kawy mielonej. Podstawę źródłową opracowania stanowiły wyniki badań pierwotnych przeprowadzonych metodą standaryzowanego wywiadu kwestionariuszowego techniką CAPI (Computer Assisted Personal Interview) na ogólnopolskiej próbie 800 konsumentów kawy. Głównym celem artykułu jest zaprezentowanie zidentyfikowanych preferencji konsumentów kawy w Polsce, odnośnie do różnych rodzajów kawy, a także wobec wybranych marek kawy mielonej. Dodatkowo, w artykule wskazano na zachodzące zmiany w preferencjach polskich konsumentów, co do wyboru rodzaju kawy.
EN
The article deals with the issue of consumer preferences with regard to the kinds of coffee in Poland (ground coffee, instant coffee, whole bean coffee, the so-called coffee mixes and instant cappuccino), and later moves on to consumer preferences with regard to brands of ground coffee. The study is based on the results of an original research carried out with the standardised questionnaire interview method with the use of the CAPI technique on a group of 800 coffee consumers all over Poland. The main purpose of the article is to present the identified coffee consumer preferences in Poland with regard to various kinds of coffee, and to selected brands of ground coffee. Furthermore, the article shows the ongoing changes in the preferences of Polish consumers with regard to the choice of the kind of coffee. The research results prove that Polish consumers more and more frequently buy ground coffee, mainly from the Jacobs Kronung, Tchibo Family and Prima brands.
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Consumer preferences for coffee brands available on the Polish market

63%
Wróblewski Ł., Mokrysz S.
Forum Scientiae Oeconomia
|
2018
|
issue Volume 6 (2018) Issue No. 2: Economic Growth, Innovations and Lobbying
75-90
EN
The article addresses the issue of consumer preferences for brands of coffee in Poland (for ground coffee, instant coffee, coffee beans and instant cappuccino). The main source of the study is the results of primary research conducted using a structured interview (CAPI – Computer Assisted Personal Interview) on a nationwide sample of 800 coffee consumers. The results of the research which have been included in the article indicate, among others, ongoing changes in the preferences of Polish consumers regarding their choice of coffee brands. The results show that brands offered by small, local manufacturers are of little significance on a national level in terms of brand awareness, consumption, and consequently sales. Branded products offered by large corporations such as Jacobs, Nescafe, Lavazza and Tchibo play a major role in the coffee market in Poland.
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