WPŁYW WYRÓŻNIKÓW JAKOŚCI NA ZACHOWANIA KONSUMENTÓW MIĘSA

The aim of the study was to identify and prioritize the most important characteristics affecting consumer assessment of the quality for different types of meats and fish, as well as the impact of these traits on the process making a decision to purchase meat and fish. The research material came from nationwide quantitative survey conducted in 2012 on a sample of 1,500 respondents Polish adult population in 16 provinces, proportion to the number of their inhabitants. Polish consumer , despite changing over the years, consumption patterns and habits nutrition, it is still a supporter of pork, which is about 60% of total meat consumption. Was reduced beef consumption. In the years 1990-2013 increased consumption of poultry meat with nearly 20 kg/person/year. One of the determinants influencing the consumer behavior with respect to meat is its quality, especially way of perceiving, characterization and evaluation by consumers. As shown the results of a quantitative empirical study, Polish consumers rarest declared consuming venison, fish and beef. Moreover, the other is the power of the individual characteristics consumer assessment of the quality to take a final decision on buying meat and fish. For most consumers, the most important distinguishing feature was general appearance. For people buying pork important feature was the content fat. Respondents purchasing beef pointed to its price and the buyer assessed fish smell them