THE SOCIODEMOGRAPHIC DETERMINANTS OF POLISH CONSUMER PERCEPTION OF FOOD QUALITY

Consumer-perceived food quality covers a wide range of aspects, including sensory characteristics, healthful properties, convenience of preparation for consumption or storage. The aim of the research was to identify the main segments of Polish consumers who differ in their perception of quality components of food products, as well as to indicate the main sociodemographic determinants underpinning that distinction. Responses were analyzed divided into clusters in order to distinguish the key consumer segments in the Polish food market. Cluster analysis showed that the three isolated clusters differ significantly in their perceived importance of quality features shaping consumer behaviors in the food market. Additional analysis of variance helped identify the reasons for this differentiation. The isolated segments perceived differently the importance of the following food characteristics: naturalness, visual appeal, shelf life and level of processing, fat content and calorific value, presence of health-promoting ingredients, absence of chemical additives. The views concerning diet compatibility or impact on health also differed significantly. Another differentiator for the compared segments proved to be the manufacturer (brand) of the product.