The factors influencing niche consumers' behavior in the brewery market in Poland

Rywocki Karol. The factors influencing niche consumers’ behavior in the brewery market in Poland. Journal of Education, Health and Sport. 2021;11(01):11-23. eISSN 2391-8306. DOI http://dx.doi.org/10.12775/JEHS.2021.11.01.001

https://apcz.umk.pl/czasopisma/index.php/JEHS/article/view/JEHS.2021.11.01.001

https://zenodo.org/record/4416040

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© The Authors 2021;

This article is published with open access at Licensee Open Journal Systems of Nicolaus Copernicus University in Torun, Poland

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Received: 15.12.2020. Revised: 30.12.2020. Accepted: 04.01.2021.

The factors influencing niche consumers’ behavior in the brewery market in Poland

Karol Rywocki

Faculty of Economic Sciences and Management, Nicolaus Copernicus University in Torun

Abstract

The aim of this article is to present the main factors influencing the behavior of consumers of the niche products of brewery market in Poland. On the basis of the conducted research – via direct survey, the author tries to determine the reasons why they purchase niche beers. Where do they find the information about niche products? How often and on what occasion do consumers drink niche beer? What interests and what standards concerning healthy lifestyle do they have? The author also defines and classifies niche producers on the brewery market in Poland.

Key words: consumers’ behavior; market niche; niche producers and products; brewery market in Poland