Consumer preferences for coffee brands available on the Polish market

Łukasz  Wróblewski; Sylwia  Mokrysz

doi:10.23762/FSO_VOL6NO2_18_6

Published : 2018-06-14

Vol. 6 No. 2 (2018)

Consumer preferences for coffee brands available on the Polish market

Łukasz Wróblewski

Sylwia Mokrysz

DOI: https://doi.org/10.23762/FSO_VOL6NO2_18_6

Abstract

The article addresses the issue of consumer preferences for brands of coffee in Poland (for ground coffee, instant coffee, coffee beans and instant cappuccino). The main source of the study is the results of primary research conducted using a structured interview (CAPI – Computer Assisted Personal Interview) on a nationwide sample of 800 coffee consumers. The results of the research which have been included in the article indicate, among others, ongoing changes in the preferences of Polish consumers regarding their choice of coffee brands. The results show that brands offered by small, local manufacturers are of little significance on a national level in terms of brand awareness, consumption, and consequently sales. Branded products offered by large corporations such as Jacobs, Nescafe, Lavazza and Tchibo play a major role in the coffee market in Poland.

Keywords:

consumer behaviour, consumer preferences, brand, coffee, research

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Wróblewski, Łukasz ., & Mokrysz, S. . (2018). Consumer preferences for coffee brands available on the Polish market. Forum Scientiae Oeconomia, 6(2), 75–90. https://doi.org/10.23762/FSO_VOL6NO2_18_6

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Łukasz Wróblewski

lwroblewski@wsb.edu.pl

Affiliation:

WSB University, Dąbrowa Górnicza, Poland Poland

Bio Statement (e.g., department and rank)

Łukasz Wróblewski, PhD, is a lecturer in marketing and marketing management, and head of the Department of Management and Production engineering at Wsb university (Poland). He has authored over 50 scientific publications, mostly concerning management and marketing in cultural organisations. He has also organised several symposiums and conferences on management and marketing in Poland and the Czech Republic.

Sylwia Mokrysz

sylwia@mokate.com.pl

Affiliation:

Mokate SA, Poland Poland

Bio Statement (e.g., department and rank)

Sylwia Mokrysz is a proxy and member of the board of Mokate SA in Ustroń (Poland). She is also a PhD student at WSB University in Dąbrowa Górnicza.