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.