Making purchase decisions on ice cream market

Abstract

Ice cream is still seen in Poland as a seasonal dessert, which task is to cool down on hot days. Seasonal consumption of ice cream in Poland results in low consumption comparing to Europe, although there are prospects and possibilities for changing this trend. Family ice cream is an important part of the ice cream market in Poland, which is developing towards innovative flavours, additives and packaging. As most part of the ice cream market, especially in the summer season, is impulse purchasing, the purpose of the paper is to try to evaluate the purchase decisions on the family ice cream market. The paper presents the results of a questionnaire survey on family ice cream shopping. The criteria determining the choice of ice cream: frequency of consumption, preferred type of ice cream and other factors determining the purchase of ice cream were evaluated. The results of the study showed that consumers preferred ice cream in large packages with different flavours. Family ice creams are however seen as quite expensive dessert.

Exploring the determinants of ice cream purchase intention: a case of emerging economy

“…Therefore, subjective norms become critical to ice cream purchase intention. They guide you to choose the ice cream as Palka (2017) suggests that the variety of ice cream influences the purchase decision of ice cream. Further, a second hypothesis was framed to test the relationship between perceived trustworthiness and attitude.…”

Ocena preferencji konsumenckich w zakresie wyboru sorbetów owocowych

“…4). Analizując odpowiedzi respondentów na to pytanie, stwierdzono, iż najwięcej z badanych, bo aż 33%, preferuje smak truskawkowy, który jest również jednym z ulubionych smaków wśród lodów mlecznych [Palka 2017]. Drugim z ulubionych smaków jest smak cytrynowy (21%), a kolejnym bardzo lubianym smakiem jest smak malinowy (17%).…”