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Rynek serwetek papierowych w Polsce

100%

Szymańska D.

tom R. 69, nr 12

631--634

During purchase decision making process there are several factors which determinate the final decision. These determinants can have both internal and external roots. The internal ones reflect who the customer is and can be described for example by: personality, education, age, etc. External factors come from the environment where the customer lives and can be described for example by: GDP, products available on the market, etc. From the suppliers' perspective the interesting part is how they can influence the decision process and what kind of product characteristics are demanded by customers in order to increase sales. Different market researches proved that price and quality are important criteria in the decision making process. This article discusses how quality is perceived by manufacturers and customers and how important it is as determinant during the purchase decision making process.