CONSUMER ACCEPTANCE OF POLISH BREAD PRODUCTS

Dariusz R. Mańkowski

Laboratory of Seed Production and Plant Breeding Economics; Plant Breeding and Acclimatization Institute – National Research Institute, Radzików, Poland; (Poland)

Anna Fraś

a.fras@ihar.edu.pl
Independent Laboratory of Quality Evaluation of Plant Materials, Plant Breeding and Acclimatization Institute – National Research Institute, Radzików, Poland; (Poland)

Kinga Gołębiewska

Independent Laboratory of Quality Evaluation of Plant Materials, Plant Breeding and Acclimatization Institute – National Research Institute, Radzików, Poland; (Poland)

Damian Gołębiewski

Independent Laboratory of Quality Evaluation of Plant Materials, Plant Breeding and Acclimatization Institute – National Research Institute, Radzików, Poland; (Poland)

Abstract

Consumer acceptance of a variety of products, including bread is currently a very important economic and
psychological criterion. Thus, understanding of consumer behaviour and preference should help bread manufacturers
to satisfy the customers, particularly during launching new products. The study objective was to
investigate preferences and expectations of Polish consumers concerning bread products as well as their comparison
with manufacturers opinions. Surveys were collected using CATI method. Obtained results testified
about clear differentiation of consumer requirements in relation to bread. It has been shown that preferences
of bread consumers are connected with such factors as: sex, age, place of residence, employment, education
and financial situation. Diverse demands of consumers result in a wide range of bread products on the market
and a need for improving their quality and promotion of new brands.

Keywords:

bread;, bread market;, consumer research;, survey investigation.