Changes of Polish Customers'Attitudes Towards Non-Ethical Activities of Food Producers

• Autorzy: Agnieszka Izabela Baruk

Warianty tytułu

Zmiany postaw polskich nabywców wobec nieetycznych działań producentów żywności

• Języki publikacji: EN

Abstrakty

EN

Article's goal: to identify and carry out a comparative analysis of the changes that occurred in opinions and attitudes of Polish final customers towards unfair activities addressed to them by food producers in the years 2010-2012. Those activities were divided into 3 groups: related to the product, its packaging and advertising.
Research approach: striving to achieve the main goal, the author used the analysis of findings of primary surveys, inclusive of the comparative analysis considering the time factor.
Basic research findings: based on the findings of primary surveys the author drew the conclusion of a definite growth of the respondents' radical attitudes in case of product-related activities, what indicates an increase in their sensitivity to such stimuli. At the same time, there took place an apparent growth in the respondents' tolerance towards controversial activities related to packaging many of which were not any longer considered by a significant part of people as non-ethical, though still more than half of respondents coined most of those activities as unethical.
Practical implications: results of the analysis of the changes taking place in the final customers' opinions and attitudes should direct producers' activities what is indispensable for implementation of the assumptions of the modern marketing orientation.
Social implications: the emphasised in the article divergence between the postulated in the subject literature partner-like approach to customers and the actual behaviour demonstrated by manufacturers, which is aggravated by their non-ethical actions, precludes joint achievement of aims, as it is not then possible to establish a marketing commonwealth of market partners comprising the offerer and customers. (original abstract)

W artykule zaprezentowano opinie i postawy nabywców wobec nieuczciwych działań producentów żywności. Wskazano na lukę między teoretycznymi założeniami odnoszącymi się do partnerstwa z klientami a praktycznymi działaniami producentów. Na podstawie wyników badań terenowych dokonano analizy postaw respondentów wobec trzech grup działań rynkowych (odnoszących się do produktu, jego opakowania i reklamy). Dokonano również analizy zmian postaw respondentów od roku 2010 do 2012. Stanowiło to główny cel rozważań. Podstawowe wyniki dotyczyły poziomu radykalizmu w przypadku postaw wobec działań związanych z produktami oraz wzrostu poziomu tolerancji w przypadku postaw wobec działań odnoszących się do opakowań, tym niemniej nadal większość respondentów uznawała te bodźce za nieetyczne. Zmiany w postawach nabywców powinny być wskazówkami dla producentów, by zbliżać się do zasad orientacji marketingowej. (abstrakt oryginalny)

Słowa kluczowe

EN

Enterprise-customer relationship; Consumer awareness; Business practices; Business activity ethics

PL

Relacje przedsiębiorstwo-konsument; Świadomość konsumenta; Praktyki biznesowe; Etyka działalności gospodarczej

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2014
• Numer: nr 1
• Strony: 3--20

Twórcy

autor

Agnieszka Izabela Baruk

• Politechnika Łódzka

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