TY - JOUR
TI - Key elements of the decision-making process in purchasing high-proof alcoholic beverages
AU - Liczmańska, Katarzyna
TI - Key elements of the decision-making process in purchasing high-proof alcoholic beverages
AB - 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.
VL - 2013
IS - Issue 12(1)
PY - 2013
SN - 2449-8920
C1 - 2449-8939
SP - 179
EP - 184
UR - https://ejournals.eu/en/journal/international-journal-of-contemporary-management/article/wiodace-elementy-decyzyjne-w-procesie-zakupu-alkoholi-wysokoprocentowych
KW - purchasing decisions
KW - customer satisfaction
KW - brand
KW - consumer beha