Purchasing Decisions and Choices of Polish Mothers of Children Aged 0-6: The Role of Providing Opinions on Products by Scientific Units

Aleksandra Swieboda; Jolanta Tkaczyk; Mateusz Kuczabski

doi:10.35808/ersj/2893

Akademii Sztuki Wojennej

PL EN

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Artykuł

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Tytuł

Purchasing Decisions and Choices of Polish Mothers of Children Aged 0-6: The Role of Providing Opinions on Products by Scientific Units

Autorzy

Aleksandra Swieboda ^{[ 1 ]}
Jolanta Tkaczyk ^{[ 1 ]}
Mateusz Kuczabski (WBN) ^{[ 2 ][ 6.3 ][ P ]}

^{[ 1 ]} Akademia Leona Koźmińskiego | ^{[ 2 ]} Instytut Teorii Bezpieczeństwa, Wydział Bezpieczeństwa Narodowego, Akademia Sztuki Wojennej | ^{[ P ]} pracownik

Dyscyplina naukowa (Ustawa 2.0)

[6.3] Nauki o bezpieczeństwie

Rok publikacji

2022

Opublikowano w

European Research Studies Journal

Rocznik: 2022 | Tom: vol. XXV | Numer: issue 1

Typ artykułu

artykuł naukowy

Język publikacji

angielski

Słowa kluczowe

PL

Badania ilościowe
Badania jakościowe
Badania naukowe
Bezpieczeństwo
Decyzje
Dziecko
Gospodarstwo domowe
Handel
Komunikacja marketingowa
Kobieta
Konsumenci (ekonomia)
Jakość produktu
Nawyki konsumenckie
Polska
Postawy
Rodzina
Wiek (biologia)
Zachowanie
Zakupy
Znaki jakości

Streszczenie

EN Purpose: The research aimed to identify shopping motivations and to determine the sources of knowledge and the degree of confidence in the sources of knowledge that mothers have when selecting products. Design/Methodology/Approach: The main research method was a statistical survey on a group of Polish mothers of children aged 0-6 years. It was a nationwide study group, a territorially representative sample for the Polish population, a weighted sample on the basis of the following parameters, size of the place of residence, and voivodeship. Findings: The main conclusion that more than half (54%) of mothers of children aged 0-6 years look for products recommended by a scientific institution. In the age of information overload and problems with assessing its reliability, such a recommendation is tantamount to a guarantee of safety, especially in the area of such sensitive products as food and cosmetics for the youngest children. Nearly 70% of Polish mothers of children have confidence in scientific and medical institutions issuing recommendations for products. Practical implications: This research has practical implications in three main fields: first, it is relevant for companies to find adequate information about family purchasing agents, second to indicate to official bodies, such as medical and scientific bodies, the need to guarantee reliable information and third the issue of safety of the youngest children and the implementation of an appropriate quality policy for products and information about them. Originality/Value: The value of the research is to find relationships between the motives for purchase decisions made by a group of mother-consumers aged 0-6 years and the sources of knowledge from which the shoppers draw their information. This is the first study of its type in terms of research volume. It is an indication for the advancement of some concrete actions, both marketing and institutional in terms of taking care of trustworthy information.

Data udostępnienia online

2022

Strony (od-do)

903 - 916

DOI

10.35808/ersj/2893

URL

https://www.ersj.eu/journal/2893

Uwagi

JEL classification: D11, D81, I 23, M31. Bibliografia na stronach 915-916.

Typ licencji

CC BY (uznanie autorstwa)