Factors of purchase of bread - Prospect to regain the market share?

Abstract

The aim of the article is to assess the consumers' buying behaviour and decision-making process when purchasing bread and to propose the ways of how to improve the position of bread in the market. 1601 properly filled questionnaires were used for the analysis. Results are presented under the form of frequencies of answers and statistical tests. The analysis included evaluation of statistical hypotheses about the independence (significance level α = 0.01) using the chi-square goodness of fit test and Pearson coefficient of contingency. The significance level was then compared with the value p-value, for p-value > α, the null hypothesis was not rejected. The most important factors of choosing bread are freshness, appearance habit and price. The importance of the price grows with the increasing age of respondents and decreases with the increasing income of questioned consumers. The importance of the brand, as well as the reference or recommendation from the family and friends slightly strengthens with the increasing income of the consumers. Most of the respondents make no difference between both (yeast and rye leaven) technologies of baking bread when making their buying decision. We cannot say, however, the preference to the rye leaven bread grows with the increasing age of respondents to the detriment of the yeast bread or vice versa.