%0 Journal Article
%T Key elements of the decision-making process in purchasing high-proof alcoholic beverages
%A Liczmańska, Katarzyna
%J International Journal of Contemporary Management
%V 2013
%N Issue 12(1)
%P 179-184
%K purchasing decisions, customer satisfaction, brand, consumer beha
%@ 2449-8920
%D 2013
%U https://ejournals.eu/en/journal/international-journal-of-contemporary-management/article/wiodace-elementy-decyzyjne-w-procesie-zakupu-alkoholi-wysokoprocentowych
%X Changes occurring in the contemporary world make the knowledge of the rules governing consumer market behaviour essential and indispensable for developing a company’s strategy of activity. Increasingly growing competition compels companies to take various measures with a view to gaining and keeping customers satisfied and in that way guarantee the company’s long-term success. Customer satisfaction is a key condition for succeeding on highly competitive markets. The key factors impacting purchase decisions constitute an indicator of achieving market strategic purposes.The process of purchasing high-proof alcoholic beverages is similar to purchasing other consumer products; however, the major problem is the impeded communication between the brand owner and the environment. The entire ban on public advertising of alcoholic beverages does not allow for running standard mass-scale marketing campaigns. The objective of the present paper is to show the consumers’ key decision-making elements in purchasing high-proof alcoholic beverages seen from the explorative angle.