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The recent history of Poland is characterised by the process of transition from the centrally planned to a market‐oriented economy and by the new challenge of preparing for joining the EU. Several authors indicate that Polish consumers are more and more similar to European consumers in terms of...
A common approach to analysing markets and selecting the most profitable target consumers is to identify and focus on the heavy users. Although this is a widely used practice in food marketing, no general theory describes the characteristics of heavy users of food products. The purpose of this...
Enormous variation exists internationally in the regulation of nutrition and health messages on the food label. For the consumer, the health claim on the label becomes a value‐added point of product differentiation. Therefore, for the food industry, access to a health claim is a key marketing...
The power and usefulness of perceived risk theory in understanding shoppers’ behaviour has been demonstrated many times over recent years in the UK by the numerous food scares. The article explores how retailers use perceived risk in their strategies and develops the links between store...
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