CONSUMER BEHAVIOR IN THE SOURDOUGH BREAD MARKET: ECONOMIC AND MARKETING FACTORS AS DETERMINANTS OF PURCHASE
DOI:
https://doi.org/10.59267/ekoPolj25041453BKeywords:
Sourdough bread, consumers, quality of food, consumerAbstract
Sourdough bread has been gaining popularity among consumers, driven by an increasing interest in healthier dietary choices. Experts in food technology, nutrition, medicine, and gastronomy emphasize the numerous health benefits associated with its consumption, including improved digestion and a lower glycemic index. The aim of this study was to segment consumers using cluster analysis based on their attitudes and habits related to sourdough bread consumption. Four distinct consumer clusters were identified, each characterized by different perceptions of the product. The second part of the analysis examined the influence of economic and marketing factors on consumer attitudes, while the socio-demographic analysis provided insights into dietary habits and bread consumption patterns. The results contribute to a deeper understanding of consumer behavior and can serve as a foundation for the development of targeted marketing strategies, as well as for improving sourdough bread production and promotion. This research highlights the importance of aligning food production with consumer expectations and the growing demand for nutritionally beneficial products.
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