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Motives Behind Dairy Product Purchasing Decisions Among Polish Doctors: An Age-Based Analysis
Anna Goliszek1, Sebastian Białoskurski1, Agnieszka Komor1
1Department of Management and Marketing, Faculty of Agrobioengineering, University of Life Sciences in Lublin, Akademicka 13, 20-950 Lublin, Poland.
Foods (Basel, Switzerland)
|September 27, 2025
Summary
This study reveals age-based differences in Polish doctors' dairy purchasing decisions. Younger doctors prioritize marketing and health, while older doctors value trust, safety, and trends.
Area of Science:
- Consumer Behavior
- Marketing Science
- Health Economics
Background:
- Understanding physician purchasing behavior is crucial for the dairy industry.
- Limited research exists on factors influencing doctors' dairy consumption choices, especially considering demographics.
Purpose of the Study:
- To identify key factors influencing Polish doctors' dairy purchasing decisions.
- To analyze how age demographics impact these purchasing drivers.
- To uncover latent factors and consumer segments within this professional group.
Main Methods:
- A quantitative survey was conducted among 201 Polish doctors.
- Computer-Assisted Personal Interview (CAPI) method was employed for data collection.
- Data analysis included descriptive statistics, age-group comparisons, and factor analysis.
Main Results:
- Significant age-related differences were found in dairy purchase motivators.
- Younger doctors (27-44) value point-of-sale marketing and health attributes.
- Older doctors (45+) prioritize trust, safety, and consumer trends.
Conclusions:
- Age is a significant demographic variable influencing doctors' dairy purchasing behavior.
- Tailored marketing strategies are needed for different age segments of physicians.
- Findings inform dairy sector marketing and public health initiatives.
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