TRENDS ON MARKET OF FRUIT PRESERVES ON THE EXAMPLE OF BYDGOSZCZ



Abstract

The market of fruit preserves, including jams, marmalades, plum spreads, conserves and roasted fruits is characterised by some specificity. It is due to the fact that these products belong to the group of FMCG sector with a huge range of substitutes. The universality of these products causes that this sector is very popular among manufacturers. The main players on this market are Agros Nova – the owner of Łowicz brand, Kotlin – the owner of Sorella brand and Stovit – the owner of Konfitura Babuni brand. In September and November 2006, there was carried out a research on the group of 200 respondents, and its main objective was to determine the importance of factors which customers follow doing shopping. In this research the method of questionnaire survey was used. The research proves that for the most respondents the most important factor determining the purchase is the price and brand. The most popular and appreciated by respondents were products of firms, such as: Łowicz and Stovit. Konfitura Babuni enjoyed the most popularity among the products of the Bydgoszcz Stovit company. According to the survey, women were more familiar with the products and they were better at recognising brands. The respondents usually did shopping 2 times a month. The four tastes preferred by consumers were: cherry, strawberry, plum and peach. Slightly more than half of the respondents declared that they attached importance to the amount of preservatives contained in the product. This kind of approach was more often observed in women, but also among people at the ages between 30 and 39 and respondents whose incomes were higher, more than 2000 PLN.

Keywords

agribusiness; market; fruit preserves; trends


Published : 2009-12-31


Zawisza, S., & Kodranc, M. (2009). TRENDS ON MARKET OF FRUIT PRESERVES ON THE EXAMPLE OF BYDGOSZCZ. Journal of Agribusiness and Rural Development, 12(2), 287-293. Retrieved from http://www1.up.poznan.pl/jard/index.php/jard/article/view/820

Sławomir Zawisza  libcom@libcom.pl
Magdalena Kodranc 


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