Warianty tytułu
Języki publikacji
Abstrakty
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. (original abstract)
Słowa kluczowe
Rocznik
Numer
Strony
5--13
Opis fizyczny
Twórcy
autor
- Politechnika Łódzka
Bibliografia
- Analiza czynnikowa jako metoda redukcji danych, http://www.statsoft.pl/textbook/stfacan.html
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171367769