Price as a determinant of a food product`s image
Ładowanie...
Data
2015
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
Wydawnictwo Politechniki Łódzkiej
Lodz University of Technology Press
Lodz University of Technology Press
Abstrakt
The article was to achieve two research goals, that is identifying and
arranging hierarchically factors which influence the image of a food
product and defining the place among them taken by the price. The article
is of theoretical-empirical character. In the theoretical part of the article,
the method of cognitive-critical analysis of world's marketing and
marketing management literature was used In the research part, on the
other hand, the method of questionnaires was used to gather primary data
and also the method of factors' analysis to carry out statistical deduction.
On the basis of research conducted it can be stated that the price of a food
product is not a crucial determinant of its image. The first place in the
hierarchical structure of image's determinants was taken by brand factor,
whereas the last place went to the price. The knowledge of these factors
and their hierarchical structure enables the bidders of food products to
manage the image effectively and efficiently, which determines the value
of research and conclusions drawn from their results.
Opis
Słowa kluczowe
image, food product, price
Cytowanie
Zeszyty Naukowe Politechniki Łódzkiej. Organizacja i Zarządzanie., 2015 z. 59 s. 5-13, sum.