PRODUCT ELEMENTS AS THE BASIS FOR CONSUMER CHOICE: THE CASE OF FOOD SUPPLEMENTS
Keywords:consumer behavior, consumer choice, consumer buying decisions, product elements, food supplements, conjoint analysis
AbstractOne way of analysing market offers is based on the evaluation of product elements from the position of potential consumers. Food supplements product category is rather specific and has not been much researched. Therefore, the objective of the paper is to determine which elements of food supplements are perceived as more important by the consumers and have the strongest influence on consumer buying decisions, and what combinations of products elements would be preferable by various consumers segments. The analysis was based on results of survey that included opinions of 188 participants. Conjoint analysis was used to determine consumer preferences based on the selected six research variables: brand name, main active ingredient, frequency of use, country of origin, price and recommendations. Also the gender, age and buying experience of consumers were considered. The results revealed that internal product elements had the strongest influence on consumer buying decisions. The most important internal characteristic was the frequency of use. Price was the most important among the external elements – the lower it was, the more consumers wanted to buy particular food supplement.