<abstract xmlns="http://www.w3.org/1999/xhtml"><bold>Research background:</bold> As food markets continue to develop the role and position of food consumers evolve as well. Food producers redefine their market strategies and focus on creating loyalty, building good contacts and consumers’ engagement towards brands.<bold>Purpose:</bold> The purpose of this paper is to analyze the engagement of consumers towards selected food brands in the category of dairy desserts.<bold>Research methodology:</bold> The paper was prepared and based on the data collected in the survey among 200 respondents. The research subjects were consumers who declared the consumption of milk based desserts and the object of analyses was consumers’ brand engagement considered at the behavioral level.<bold>Results:</bold> Consumers with the opportunity to interact with a brand increase their propensity to recommend, which is a necessary condition for creating a reference market. As for the smaller companies, gaining sales growth through distribution and promotional activities may be difficult due to budget constraints, actions aimed at creating a reference market may be more effective.<bold>Novelty:</bold> Although the issue of consumer engagement is an important area of scientific work, there is less interest in this field in the context of food markets. This paper provides additional knowledge about the context of food market products, which should be continued in further research. Based on our results, marketing strategies, mainly for a SME’s, can be developed.</abstract>

Research background: As food markets continue to develop the role and position of food consumers evolve as well. Food producers redefine their market strategies and focus on creating loyalty, building good contacts and consumers’ engagement towards brands.Purpose: The purpose of this paper is to analyze the engagement of consumers towards selected food brands in the category of dairy desserts.Research methodology: The paper was prepared and based on the data collected in the survey among 200 respondents. The research subjects were consumers who declared the consumption of milk based desserts and the object of analyses was consumers’ brand engagement considered at the behavioral level.Results: Consumers with the opportunity to interact with a brand increase their propensity to recommend, which is a necessary condition for creating a reference market. As for the smaller companies, gaining sales growth through distribution and promotional activities may be difficult due to budget constraints, actions aimed at creating a reference market may be more effective.Novelty: Although the issue of consumer engagement is an important area of scientific work, there is less interest in this field in the context of food markets. This paper provides additional knowledge about the context of food market products, which should be continued in further research. Based on our results, marketing strategies, mainly for a SME’s, can be developed.

Consumers Engagement Toward Food Brands – The Case of Dairy Products

Faculty of Economics, Department of Economics and Economics Policy in Agribusiness

Folia Oeconomica Stetinensia

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Consumers Engagement Toward Food Brands \u2013 The Case of Dairy Products"}

Research background: As food markets continue to develop the role and position of food consumers evolve as well. Food producers redefine their market...

Consumers Engagement Toward Food Brands – The Case of Dairy Products

Published Online: Jan 29, 2021

Page range: 134 - 151

Received: Jan 25, 2020

Accepted: Mar 20, 2020

DOI: https://doi.org/10.2478/foli-2020-0040

Keywords
consumers’ behavior, relationships, B2C market, brand strategy

© 2020 Michał Gazdecki et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Consumers Engagement Toward Food Brands – The Case of Dairy Products

Published Online: Jan 29, 2021

Page range: 134 - 151

Received: Jan 25, 2020

Accepted: Mar 20, 2020

DOI: https://doi.org/10.2478/foli-2020-0040

Keywordsconsumers’ behavior, relationships, B2C market, brand strategy

© 2020 Michał Gazdecki et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
consumers’ behavior, relationships, B2C market, brand strategy