The Validity of the Features of the Offer for Customers in the Area of the Product: the Comparison of the Assessment of Dairy Cooperatives from the Świętokrzyskie and Małopolskie Provinces

Abstract

The aim of the article is to analyze the validity of the features of the offer for customers in the area of the product in the assessment of dairy cooperatives from the Świętokrzyskie and Małopolskie Provinces. Cooperatives' executives were asked to indicate features of the offer, which are valid, in their opinion, for such customers as consumers, companies -users (gastronomy), wholesalers, independent retail grocery stores, large retail chains, local retail chains, intermediary agents in food trade, other dairies, and other institutional purchasers. Cooperatives' representatives had to assess such product features as: product components, naturalness of the product, ecology of the product, healthiness of the product, the nutritional value, the width of the assortment, differentiation, product specialization. The results of the research show that cooperatives from Świętokrzyskie and Małopolskie Provinces rather differently assess the validity of the features of the offer for customers in the area of the product.

Market Activities in the Area of Product. A Comparison of Dairy Cooperatives from Świętokrzyskie and Małopolskie Voivodeships

“…As research results show for each type of customers are different features extremely important, i.e. the price of the product for wholesalers, the range of pre-, peri-, and after-sales services for local retail chains, the payment terms for consumers, and promotional prices, the price of pre-, peri-, and after-sales services, and the crediting of purchases for companies-users (gastronomy) [8].…”

“…An analysis of Table 2 and Figure 2 shows that: Other main markets M features of the offer, which according to them are valid, for such customers as wholesalers, consumers, independent retail grocery stores, intermediary agents in food trade, companies -users (gastronomy), local retail chains, large retail chains, other institutional purchasers, and other dairies. The results of the research show that cooperatives from Świętokrzyskie and Małopolskie Voivodeships rather differently assess the validity of the offer features for customers in the sphere of the product [11].…”