Marta Sajdakowska

Impact of innovation on consumers liking and willingness to pay for traditional sausages.

Abstract The main objective of the study was to evaluate Polish consumers’ liking and willingness to pay for innovations in traditional sausages “Kabanos”. The study also attempted to determine whether regional differences may influence acceptance of innovations and the willingness to pay for such products. As both sensory factors and prices are important in food choice decisions, the methodological approach combined hedonic liking and experimental auctions. The study involved 221 consumers of traditional pork sausages who evaluated intrinsic and extrinsic product attributes in blind (tasting only), expectancy (product information only) and fully informed (tasting and product information) experimental conditions. The results show that acceptance of innovation in traditional sausages is determined by the type of innovation proposed. Innovation related to extrinsic attributes like packaging i.e. biodegradable packaging seem to be the most welcome regardless experimental conditions while innovations improving healthiness of traditional sausages but violating their sensory properties i.e. lower salt level tend to be disapproved. There are regional differences observed in acceptance and willingness to pay for innovative variants of Kabanos. In general, consumers in Warsaw are more inclined to pay more for innovative variants of Kabanos than consumers in Cracow. Participants from the two regions had also different hedonic reactions towards organic and spicy variant of Kabanos. Prior research concerning acceptance of innovation in traditional food products in Poland is scarce. Therefore, such information is particularly pertinent to SMEs and distributors operating in traditional food sector to support innovation and development of adequate communication strategies.

Polish beef consumers: emerging or declining market?

The consumption of beef in Poland decreased from 17 kg per capita in the late 1980s to 3.8 kg per capita in the early 2000s. This decline was much greater than in other European countries. This paper presents results of quantitative consumer research, carried out from December 2009 to February 2010, to identify consumer perceptions of beef, habits, culinary preferences and factors hampering its consumption. The survey was conducted on a sample of 3,195 respondents. The respondents stated that amongst the features which are decisive in the choice of a particular piece of beef are: colour, general appearance and fat content. Other important factors mentioned were: best before date and price. Consumers also mentioned factors referring to consumption. The most important were: sensory aspects (taste, juiciness), nutritional value and healthiness. Respondents also confirmed the fact that beef consumption decreased in their households but the number of responses indicating that fact and those indicating that consumption had not changed were very similar. The vast majority of consumers stated they did not eat beef because of its high price. Some respondents would consider commencing or resuming beef consumption on condition that price decreased. Other conditions for increased beef consumption are as follows: better taste and greater opportunities to buy it. It can be concluded that there is a great potential for beef market development in Poland. Future studies should investigate consumer concerns with regard to beef, as well as the producer, distributor and retailer roles in the beef supply chain.

Importance of Health Aspects in Polish Consumer Choices of Dairy Products

In general, dairy products are well regarded for their nutritional value. Consumer perception of dairy products is influenced by many interrelated factors but healthiness remains one of the key attributes and values for consumers. Furthermore, contemporary consumers increasingly seek out dairy products with additional health benefits and, therefore, it is essential to explore which attributes are important drivers of food choices and how producers can better respond to shifting consumer values and needs in each dairy product category. Therefore, the aims of the study were: (a) to identify consumer segments based on the importance they attached to selected attributes of dairy products, (b) to explore differences between the identified segments in their perceptions of health-related attributes of dairy products, (c) to determine if health-related aspects influenced consumers decisions to buy high-quality dairy products, and (d) to identify if consumers were open to novelties in dairy products. The data were collected within a CAPI (Computer Assisted Personal Interview) survey on a representative sample of 983 adult Polish consumers. The non-hierarchical K-means clustering method was used to identify four clusters of consumers, namely: Enthusiastic, Involved, Ultra-involved and Neutral. Enthusiastic consumers attach more importance to the influence of dairy products on immunity and are more willing to agree with the opinion that dairy products are a source of mineral nutrients as well as vitamins. Ultra-involved and Involved consumers pay less attention to some health aspects of dairy products compared to other clusters; however, the Ultra-involved are more quality-oriented than are the Involved. Neutral consumers are more open to accept changes on the dairy product market and are relatively more inclined to choose new dairy products. However, these consumers have scored lower on those aspects related to the healthiness of dairy products and, in order to target them effectively, it is essential to develop well-tailored communication strategies highlighting the health benefits of dairy products. These results relate to the Polish market and are important for the development of new dairy products and for targeting public nutrition as well as for directing marketing communication. The results may provide important insights for those who develop educational strategies and campaigns.

Symptomy ekologizacji konsumpcji w zachowaniach konsumentów na rynku żywności pochodzenia zwierzęcego

This paper attempts to identify the perception of the quality of food of animal origin by Polish consumers and their opinion on higher quality with particular emphasis on the chosen methods of production and processing referring to the protection of the environment and animal welfare. In 2013 a quantitative study of the project: “BIOFOOD – innovative, functional products of animal origin” was conducted. Analysis of the results can be noted that the surveyed respondents declared a relatively high level of compliance with the statement that the high quality food of animal origin is produced in an environmentally friendly manner, taking into account the rights of farm animals and using the organic production. At the same time there was a relatively high level of acceptance in relation to the method for increasing the quality of food of animal origin ie. the use of production, including animal husbandry that respects the rights of farm animals