Being a product consumer during the COVID-19 pandemic: profile of the Polish consumer in the organic dairy market

PurposeThe purpose of this paper was to determine the profile of dairy product consumers in the organic market.Design/methodology/approachThe study was based on a survey questionnaire developed by the author and administered to a total of 1,108 respondents. The statistical analysis (including descriptive statistics, the analysis of the discriminative function and the Chi2 test was performed with the use of Statistica 13.1 PL. The respondents' gender was the factor behind the differences in how they behaved.FindingsThe consumers indicated the channels they rely upon to find information on organic dairy products;in addition to trusting the opinions of their family members and experts, they also use web platforms. Further, they specified their preferred locations for buying favorite products during the pandemic: specialized organic food shops, large distribution chains and online stores.Practical implicationsThese outcomes will help in identifying target consumer segments and information channels for specific information and advertising messages. They also form an important resource for developing some potential strategies which the supply chain stakeholders could implement to promote organic consumption of dairy products.Originality/valueThis study identifies consumers' preferred dairy products;motives for purchasing organic dairy products;barriers that consumers believe exist in the market;sources of knowledge about products purchased by consumers;and consumers' preferred channels for purchasing organic dairy products. To the best of the author's knowledge, this is the first study of dairy product consumers in the organic market in Poland.

Practical Implications of the Millennial Generation's Consumer Behaviour in the Food Market.

Generational theory assumes that generational cohorts develop similar attitudes and beliefs. The Generation Y/Millennials group is currently one of the most important generations in the market as they have a presence in the labour market with a high income of their own, which creates higher demand for products, especially in the food market which is very sensitive to consumer decisions. The aim of this study was to show the consumer behaviour of Generation Y in the market for innovative food products and to propose marketing models created on the basis of research on a Polish sample of Millennials. The research was conducted in the period before the COVID-19 pandemic on a group of 544 selected respondents. Descriptive statistics of the SPSS program were used to process the results obtained. Among the most important of the results was identifying the decision-makers who are purchasing innovative products and the influence of third parties on their decision. In the first instance, consumers look for innovative food products in large retail chains (hypermarkets and supermarkets), however, they pay attention to both the quality of the products on offer and the price. Values such as freshness and taste also play a role in their purchasing decisions. Sources of information about innovative products in the Polish food market include culinary blogs recommending innovative products, and the opinions of dieticians and nutritionists.

Being a product consumer during the COVID-19 pandemic: profile of the Polish consumer in the organic dairy market

PurposeThe purpose of this paper was to determine the profile of dairy product consumers in the organic market.Design/methodology/approachThe study was based on a survey questionnaire developed by the author and administered to a total of 1,108 respondents. The statistical analysis (including descriptive statistics, the analysis of the discriminative function and the Chi2 test was performed with the use of Statistica 13.1 PL. The respondents' gender was the factor behind the differences in how they behaved.FindingsThe consumers indicated the channels they rely upon to find information on organic dairy products;in addition to trusting the opinions of their family members and experts, they also use web platforms. Further, they specified their preferred locations for buying favorite products during the pandemic: specialized organic food shops, large distribution chains and online stores.Practical implicationsThese outcomes will help in identifying target consumer segments and information channels for specific information and advertising messages. They also form an important resource for developing some potential strategies which the supply chain stakeholders could implement to promote organic consumption of dairy products.Originality/valueThis study identifies consumers' preferred dairy products;motives for purchasing organic dairy products;barriers that consumers believe exist in the market;sources of knowledge about products purchased by consumers;and consumers' preferred channels for purchasing organic dairy products. To the best of the author's knowledge, this is the first study of dairy product consumers in the organic market in Poland.

Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic.

The main objective of the study was to compare young consumer purchasing behaviour towards organic food in Poland (PL) and the United Kingdom (UK), countries with different levels of organic market maturity. The study was conducted by means of an online survey questionnaire during the COVID-19 pandemic between December 2020 and February 2021. The sample consisted of 862 PL and 161 UK consumers. 31% of PL respondents and 58.4% of UK respondents indicated they purchase organic products. Descriptive statistics, the Mann-Whitney U test and the two proportion Z test were used for statistical analyses. The results indicate that young consumers pay particular attention to the freshness and quality of consumed products. Concern for their own health and that of their loved ones, as well as the desire to eat better-quality products were the main motivations for the respondents to purchase organic products. Organic vegetables and fruits, eggs, dairy products, and meat and meat products, were among the most frequently purchased products in the studied cohorts. Experts (e.g., a dietitian, physician) were declared to be the first source of information concerning food products for young consumers. Next, family members were indicated. Social media content (PL respondents) and information from websites managed by institutions (UK respondents) were mentioned as the third source. UK consumers preferred short supply chains. The present study can be used by government bodies and companies to select the most effective communication channels for education and advertising and to develop effective commercial strategies aimed at young consumers.

Consumer Versus Organic Products in the COVID-19 Pandemic: Opportunities and Barriers to Market Development

The main objective of this study was to determine the behavior of the Polish consumer of organic products during the COVID-19 pandemic and to identify preferred channels of distribution of organic products in the situation of restricted freedom of movement as well as to assess what information displayed on the labels of organic food was most important to the customer. The research was conducted on a sample of 1108 respondents with the use of CAWI technique collected in an online survey carried out in February–August 2020. To analyze the obtained results, cluster analysis, linear regression model and duplication method were used to verify the substitute channels for purchasing organic goods. The pandemic has intensified the health value of consumers when making decisions about choosing food products. Consumers are sensitive shoppers who read the content of the labels and pay attention to the ingredients of the products they buy. The price is also of significant importance for consumers;however, it is less important than, for example, the expiration date of the purchased product. With the use of PCA analysis, it was possible to identify 18 factors that could be divided into three segments: marketing, practical and sensory. The proposed factors, according to the respondents, had an effect on the purchase of organic products by Polish consumers. Regarding the preferred purchasing channels, the Internet is becoming more and more important. Almost one-quarter of the respondents confirmed that they bought organic products via the above-mentioned distribution channel. Nearly 17% of the surveyed consumers considered the Internet to be an alternative way of doing their shopping. The results obtained in the research can be used in the sector of organic food producers to design marketing strategies and to adapt their offer to the proposed four groups of purchasers of organic products: eco-activists, eco-dietitians, eco-traditionalists, eco-innovators.