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dr inż. Mariusz Grębowiec
ORCID: 0000-0002-2631-3940
dr inż. Mariusz Grębowiec Katedra Polityki Europejskiej i Marketingu, Wydział Nauk Ekonomicznych, Szkoła Główna Gospodarstwa Wiejskiego w Warszawie.
DOI: 10.33226/1231-7853.2019.12.1
JEL: M31

The aim of the study was to assess the process of branding on the example of food products belonging to the group of margarine. Many brands are present on the domestic market of this product group. Producers make sure that each product has products with different flavors, thus providing the brand a place on the store shelf, which results in higher visibility and higher sales. Producers have to fight with the competition. In the media, especially on the internet, you can also read many common and often negative opinions about the use of margarines and their impact on health. This forces the necessity of conducting intensified marketing activities and attempts to insulate the image of the product. Using the available literature, the notions of brand, brand image and the modern brand meaning on the market of food products were defined. The changes that occur in the fat industry in Poland in the context of food industry were characterised as well as the terms of margarine and other vegetable fats were defined. The key producers and the most recognisable margarine brands were listed. The marketing actions in the margarine segment as well as the consumer behaviour on this market were described. Theoretical considerations and the presented studies of other authors were confirmed by own studies. The aim was to familiarise with the knowledge and obtain the remarks of the consumers on consumption preferences and factors that determine them as well as to learn about brand awareness and brand producers in the margarine segment. Moreover, the idea was to become acquainted with the general opinion on such products. The studies were performed with the application of an Internet survey questionnaire. 478 random respondents participated in the study.

Keywords: margarine; vegetable oil and fat industry; consumer

dr inż. Mariusz Grębowiec

Katedra Polityki Europejskiej i Marketingu, Wydział Nauk Ekonomicznych, Szkoła Główna Gospodarstwa Wiejskiego w Warszawie.