The factors influencing niche consumers' behavior in the brewery market in Poland

Rywocki Karol. The factors influencing niche consumers’ behavior in the brewery market in Poland. Journal of Education, Health and Sport. 2021;11(01):11-23. eISSN 2391-8306. DOI http://dx.doi.org/10.12775/JEHS.2021.11.01.001 https://apcz.umk.pl/czasopisma/index.php/JEHS/article/view/JEHS.2021.11.01.001 https://zenodo.org/record/4416040 The journal has had 5 points in Ministry of Science and Higher Education parametric evaluation. § 8. 2) and § 12. 1. 2) 22.02.2019. © The Authors 2021; This article is published with open access at Licensee Open Journal Systems of Nicolaus Copernicus University in Torun, Poland Open Access. This article is distributed under the terms of the Creative Commons Attribution Noncommercial License which permits any noncommercial use, distribution, and reproduction in any medium, provided the original author (s) and source are credited. This is an open access article licensed under the terms of the Creative Commons Attribution Non commercial license Share alike. (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non commercial use, distribution and reproduction in any medium, provided the work is properly cited. The authors declare that there is no conflict of interests regarding the publication of this paper. Received: 15.12.2020. Revised: 30.12.2020. Accepted: 04.01.2021. The factors influencing niche consumers’ behavior in the brewery market in Poland Karol Rywocki Faculty of Economic Sciences and Management, Nicolaus Copernicus University in Torun Abstract The aim of this article is to present the main factors influencing the behavior of consumers of the niche products of brewery market in Poland. On the basis of the conducted research – via direct survey, the author tries to determine the reasons why they purchase niche beers. Where do they find the information about niche products? How often and on what occasion do consumers drink niche beer? What interests and what standards concerning healthy lifestyle do they have? The author also defines and classifies niche producers on the brewery market in Poland. Key words: consumers’ behavior; market niche; niche producers and products; brewery market in Polan