Consumers towards marketing strategies of coffee producers:
This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second...
Gespeichert in:
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| Format: | Elektronisch E-Book |
| Sprache: | English |
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Wageningen
Wageningen Academic Publishers
2020
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| Ausgabe: | 1st ed |
| Schlagworte: | |
| Zusammenfassung: | This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets.The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise |
| Beschreibung: | 1 Online-Ressource (262 Seiten) |
| ISBN: | 9789086869053 |
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| 505 | 8 | |a Intro -- Table of contents -- Introduction -- Chapter 1 -- Coffee consumers in view of the theory of consumer behaviour -- 1.1 Consumers and their needs -- 1.2 Consumer behaviour - identification of the concept and classification of behaviour -- 1.3 Determinants of consumer behaviour -- 1.4 Consumers in the marketing strategies of enterprises -- Chapter 2 -- Marketing strategy of a production company in the strategic management process -- 2.1 The essence and types of marketing strategies -- 2.2 The selection and dynamic shaping of marketing strategy -- 2.3 The implementation of marketing strategy -- 2.4 Control of the implementation of the marketing strategy -- Chapter 3 -- Production company on the coffee market -- 3.1 The concept and structure of the coffee market -- 3.2 Coffee producers sector -- 3.3 Coffee market segments - separation criteria and procedure -- 3.4 Factors determining the selection and change of the marketing strategy on the coffee market -- Chapter 4 -- Identification of the marketing strategies of coffee producers and the behaviour of coffee consumers in Poland -- 4.1 Organisation and methodology of research -- 4.2 Selected characteristics of the coffee market in Poland -- 4.3 Marketing missions and targets for coffee producers -- 4.4 The process of market segmentation in coffee production companies -- 4.5 Strategies of instrumental impact on the market -- 4.6 Classification of the marketing strategies of production companies in the coffee market -- 4.7 Dominant methods of the operation of coffee producers in Poland in comparison to the actual needs of consumers -- Chapter 5 -- Implementation and control of marketing strategies in production companies on the coffee market in Poland - identified obstacles and proposed solutions using the example of MOKATE Sp. z o.o. -- 5.1 MOKATE Sp. z o.o. - description of the company | |
| 505 | 8 | |a 5.2 The degree and scope of the marketing strategy implementation process -- 5.3 Marketing strategy implementation control system -- 5.4 Design of a control system for marketing strategy implementation in production companies on the coffee market - a model -- Summary -- References -- Selected websites -- About the authors -- List of tables -- Table 1.1. Needs and motives and the means of meeting needs (based on Garbarski, 2001: 45). -- Table 1.2. Evolution of research on consumer behaviour (based on Antonides and Van Raaij, 2003b: 25-30 -- Kieżel, 2004b: 13-16 -- Włodarczyk, 2013: 74-76). -- Table 1.3. Trends affecting consumer behaviour in the coffee market (based on Angus and Westbrook, 2018: 7-67 -- Döhler Market Intelligence, 2017 -- EY, 2015: 9-51 -- Forsyth, 2018: 4-21). -- Table 1.4. Perception of the consumer by the enterprise and the development of marketing (based on Flat World Business, n.d. -- Kotler et al., 2010, 2017 -- Mazurek, 2019: 29-38 -- Tarabasz, 2013). -- Table 2.1. Factors influencing the selection of a variant for the company's marketing strategy (based on Cohen, 1991: 279-280 -- Guiltinan and Paul, 1994: 185 -- Kerin and Peterson, 2004 -- Mintzberg and Quinn, 1991: 45 -- Niestrój, 1996: 167-173 -- Pierścionek, 19 -- Table 2.2. Internal and external factors determining the selection of the marketing strategy variant by the coffee producer (Baruk, 2001: 23). -- Table 2.3. Six imperatives of strategy implementation (Morgan et al., 2010: 24). -- Table 2.4. Control of the implementation of marketing strategy (Kaleta, 2013: 231). -- Table 3.1. Pace of changes in coffee supply and demand - macroeconomic approach (based on ICO, 2018). -- Table 3.2. The fastest and slowest growing coffee markets in the world according to the value of retail sales in 2010-2015 (ICO, nd) | |
| 505 | 8 | |a Table 3.3. Comparison of average prices of coffee beans per pound in distribution and from producers in selected markets in 2017 (based on ICO, 2019a). -- Table 3.4. Phases of the sector life cycle (Strategor, 2001). -- Table 3.5. Review of the definition of the concept of market segmentation - chronological order (based on Altkorn and Kramer, 1998: 223 -- Assael, 1973: 191 -- Garbarski, 2011: 158 -- Goluskin, 1975: 45 -- Kotler, 1972 -- 'Kramer, 1971: 21 -- Liguel, 1967: 27 -- McDonal -- Table 3.6. Review of market segmentation procedures (based on Berni et al., 2005 -- Jadczaková, 2013 -- Mazurek-Łopacińska, 2016b). -- Table 3.7. Classification of market segmentation criteria (based on Bock and Uncles, 2002 -- Bruwer et al., 2002 -- Frank et al., 1972: 27 -- Kusińska, 2009: 34). -- Table 3.8. Types and criteria for segmentation of coffee consumers (based on Cahill, 2006 -- Födermayr and Diamantopoulos, 2008 -- Geraghty and Torres, 2009 -- Lin, 2002 -- Mazurek-Łopacińska, 2016a -- Onwezena et al., 2012). -- Table 3.9. Consumer segmentation on the coffee market (ICO, 2019b). -- Table 3.10. Value of the coffee market in Poland divided into segments (based on Chudy, 2014 -- ICO, 2019b). -- Table 3.11. Criteria for assessing the attractiveness of a market segment (Garbarski, 2011: 175.). -- Table 3.12. Measuring the attractiveness of segments on the coffee market in Poland (ICO, 2018 -- Kowalski, 2015 -- Statistics Poland, 2017, 2018). -- Table 4.1. Basic information on the quantitative research conducted. -- Table 4.2. Characteristics of the research sample (n=800). -- Table 4.3. Average monthly coffee consumption per person in households by socio-economic groups (in kg) (based on Statistics Poland, 2017). -- Table 4.4. Average monthly expenditure on coffee per person in households by socio-economic groups (in PLN) (based on Statistics Poland, 2017).1 | |
| 505 | 8 | |a Table 4.5. Coffee sales in Poland in 2015-2017 (based on Chudy, 2014 -- ICO, 2019b). -- Table 4.6. Mission statements of coffee producers in Poland (based on content available on the official websites of coffee producers in Poland). -- Table 4.7. Activity of coffee producers in Poland in individual segments of the coffee market. -- Table 4.8. Coffee assortment and brands of the coffee producers analysed. -- Table 4.9. Division of coffee producers in Poland by the product assortment offered. -- Table 4.10. Consumer perception of selected attributes of coffee producers' brands in Poland (in %). -- Table 4.11. Price strategies of coffee producers in Poland.1 -- Table 4.12. Consumer perception of selected aspects of coffee producers' prices in Poland (in %). -- Table 4.13. General characteristics of distribution channels used by coffee producers in Poland. -- Table 4.14. Consumer perception of selected aspects of coffee producers' distribution in Poland (in %). -- Table 4.15. Promotion structure of coffee producers for different market segments. -- Table 4.16. Consumer perception of selected aspects of coffee producers' promotion in Poland (in %). -- Table 4.17. Characteristics of marketing mix activities implemented at Mokate. -- Table 4.18. Most commonly used marketing strategies of coffee producers in Poland in individual market phases of the product life cycle. -- Table 4.19. Preferred type of coffee drunk by surveyed consumers (in %). -- Table 4.20. Places of coffee consumption declared by the respondents. -- Table 4.21. Product quality as a factor influencing coffee selection by the respondents.1 -- Table 4.22. Coffee aroma as a factor influencing coffee selection by the respondents.1 -- Table 4.23. Coffee taste as a factor influencing coffee selection by the respondents.1 | |
| 505 | 8 | |a Table 4.24. Packaging size (weight) as a factor influencing coffee selection by the respondents.1 -- Table 4.25. Attractive appearance of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.26. Form of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.27. Producer/brand reputation as a factor influencing coffee selection by the respondents. -- Table 4.28. Certificates guaranteeing an ecological or ethical production process as a factor influencing coffee selection by the respondents.1 -- Table 4.29. Certificates confirming coffee production in Poland based on sustainable development values (based on Nespresso, Nespresso, not dated,a,b -- Tchibo, 2015, not dated.) -- Table 4.30. Affordable price as a factor influencing coffee selection by the respondents.1 -- Table 4.31. Product price reduction as a factor influencing coffee selection by the respondents.1 -- Table 4.32. Ease of purchase (product availability) as a factor affecting coffee selection by respondents.1 -- Table 4.33. Places where coffee is bought - declarations from respondents (in %). -- Table 4.34. Most preferred places to buy coffee - declarations from respondents (in %). -- Table 4.35. Advertisement as a factor influencing coffee selection by the respondents.1 -- Table 4.36. Advertising of the product by known people as a factor influencing the choice of coffee by respondents.1 -- Table 4.37. Promotions and competitions with rewards for the purchase as a factor influencing coffee selection by the respondents.1 -- Table 4.38. Opinions in social media as a factor influencing coffee selection by the respondents.1 -- Table 4.39. Product recommendation by the seller as a factor influencing coffee selection by the respondents.1 -- Table 5.1. Area of MOKATE Sp. z o.o. in adaptation to the implementation of marketing strategy.1 | |
| 505 | 8 | |a Table 5.2. Assessment sheet for the degree of implementation of marketing strategy at MOKATE Sp. z o.o.1 | |
| 520 | 3 | |a This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets.The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise | |
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| contents | Intro -- Table of contents -- Introduction -- Chapter 1 -- Coffee consumers in view of the theory of consumer behaviour -- 1.1 Consumers and their needs -- 1.2 Consumer behaviour - identification of the concept and classification of behaviour -- 1.3 Determinants of consumer behaviour -- 1.4 Consumers in the marketing strategies of enterprises -- Chapter 2 -- Marketing strategy of a production company in the strategic management process -- 2.1 The essence and types of marketing strategies -- 2.2 The selection and dynamic shaping of marketing strategy -- 2.3 The implementation of marketing strategy -- 2.4 Control of the implementation of the marketing strategy -- Chapter 3 -- Production company on the coffee market -- 3.1 The concept and structure of the coffee market -- 3.2 Coffee producers sector -- 3.3 Coffee market segments - separation criteria and procedure -- 3.4 Factors determining the selection and change of the marketing strategy on the coffee market -- Chapter 4 -- Identification of the marketing strategies of coffee producers and the behaviour of coffee consumers in Poland -- 4.1 Organisation and methodology of research -- 4.2 Selected characteristics of the coffee market in Poland -- 4.3 Marketing missions and targets for coffee producers -- 4.4 The process of market segmentation in coffee production companies -- 4.5 Strategies of instrumental impact on the market -- 4.6 Classification of the marketing strategies of production companies in the coffee market -- 4.7 Dominant methods of the operation of coffee producers in Poland in comparison to the actual needs of consumers -- Chapter 5 -- Implementation and control of marketing strategies in production companies on the coffee market in Poland - identified obstacles and proposed solutions using the example of MOKATE Sp. z o.o. -- 5.1 MOKATE Sp. z o.o. - description of the company 5.2 The degree and scope of the marketing strategy implementation process -- 5.3 Marketing strategy implementation control system -- 5.4 Design of a control system for marketing strategy implementation in production companies on the coffee market - a model -- Summary -- References -- Selected websites -- About the authors -- List of tables -- Table 1.1. Needs and motives and the means of meeting needs (based on Garbarski, 2001: 45). -- Table 1.2. Evolution of research on consumer behaviour (based on Antonides and Van Raaij, 2003b: 25-30 -- Kieżel, 2004b: 13-16 -- Włodarczyk, 2013: 74-76). -- Table 1.3. Trends affecting consumer behaviour in the coffee market (based on Angus and Westbrook, 2018: 7-67 -- Döhler Market Intelligence, 2017 -- EY, 2015: 9-51 -- Forsyth, 2018: 4-21). -- Table 1.4. Perception of the consumer by the enterprise and the development of marketing (based on Flat World Business, n.d. -- Kotler et al., 2010, 2017 -- Mazurek, 2019: 29-38 -- Tarabasz, 2013). -- Table 2.1. Factors influencing the selection of a variant for the company's marketing strategy (based on Cohen, 1991: 279-280 -- Guiltinan and Paul, 1994: 185 -- Kerin and Peterson, 2004 -- Mintzberg and Quinn, 1991: 45 -- Niestrój, 1996: 167-173 -- Pierścionek, 19 -- Table 2.2. Internal and external factors determining the selection of the marketing strategy variant by the coffee producer (Baruk, 2001: 23). -- Table 2.3. Six imperatives of strategy implementation (Morgan et al., 2010: 24). -- Table 2.4. Control of the implementation of marketing strategy (Kaleta, 2013: 231). -- Table 3.1. Pace of changes in coffee supply and demand - macroeconomic approach (based on ICO, 2018). -- Table 3.2. The fastest and slowest growing coffee markets in the world according to the value of retail sales in 2010-2015 (ICO, nd) Table 3.3. Comparison of average prices of coffee beans per pound in distribution and from producers in selected markets in 2017 (based on ICO, 2019a). -- Table 3.4. Phases of the sector life cycle (Strategor, 2001). -- Table 3.5. Review of the definition of the concept of market segmentation - chronological order (based on Altkorn and Kramer, 1998: 223 -- Assael, 1973: 191 -- Garbarski, 2011: 158 -- Goluskin, 1975: 45 -- Kotler, 1972 -- 'Kramer, 1971: 21 -- Liguel, 1967: 27 -- McDonal -- Table 3.6. Review of market segmentation procedures (based on Berni et al., 2005 -- Jadczaková, 2013 -- Mazurek-Łopacińska, 2016b). -- Table 3.7. Classification of market segmentation criteria (based on Bock and Uncles, 2002 -- Bruwer et al., 2002 -- Frank et al., 1972: 27 -- Kusińska, 2009: 34). -- Table 3.8. Types and criteria for segmentation of coffee consumers (based on Cahill, 2006 -- Födermayr and Diamantopoulos, 2008 -- Geraghty and Torres, 2009 -- Lin, 2002 -- Mazurek-Łopacińska, 2016a -- Onwezena et al., 2012). -- Table 3.9. Consumer segmentation on the coffee market (ICO, 2019b). -- Table 3.10. Value of the coffee market in Poland divided into segments (based on Chudy, 2014 -- ICO, 2019b). -- Table 3.11. Criteria for assessing the attractiveness of a market segment (Garbarski, 2011: 175.). -- Table 3.12. Measuring the attractiveness of segments on the coffee market in Poland (ICO, 2018 -- Kowalski, 2015 -- Statistics Poland, 2017, 2018). -- Table 4.1. Basic information on the quantitative research conducted. -- Table 4.2. Characteristics of the research sample (n=800). -- Table 4.3. Average monthly coffee consumption per person in households by socio-economic groups (in kg) (based on Statistics Poland, 2017). -- Table 4.4. Average monthly expenditure on coffee per person in households by socio-economic groups (in PLN) (based on Statistics Poland, 2017).1 Table 4.5. Coffee sales in Poland in 2015-2017 (based on Chudy, 2014 -- ICO, 2019b). -- Table 4.6. Mission statements of coffee producers in Poland (based on content available on the official websites of coffee producers in Poland). -- Table 4.7. Activity of coffee producers in Poland in individual segments of the coffee market. -- Table 4.8. Coffee assortment and brands of the coffee producers analysed. -- Table 4.9. Division of coffee producers in Poland by the product assortment offered. -- Table 4.10. Consumer perception of selected attributes of coffee producers' brands in Poland (in %). -- Table 4.11. Price strategies of coffee producers in Poland.1 -- Table 4.12. Consumer perception of selected aspects of coffee producers' prices in Poland (in %). -- Table 4.13. General characteristics of distribution channels used by coffee producers in Poland. -- Table 4.14. Consumer perception of selected aspects of coffee producers' distribution in Poland (in %). -- Table 4.15. Promotion structure of coffee producers for different market segments. -- Table 4.16. Consumer perception of selected aspects of coffee producers' promotion in Poland (in %). -- Table 4.17. Characteristics of marketing mix activities implemented at Mokate. -- Table 4.18. Most commonly used marketing strategies of coffee producers in Poland in individual market phases of the product life cycle. -- Table 4.19. Preferred type of coffee drunk by surveyed consumers (in %). -- Table 4.20. Places of coffee consumption declared by the respondents. -- Table 4.21. Product quality as a factor influencing coffee selection by the respondents.1 -- Table 4.22. Coffee aroma as a factor influencing coffee selection by the respondents.1 -- Table 4.23. Coffee taste as a factor influencing coffee selection by the respondents.1 Table 4.24. Packaging size (weight) as a factor influencing coffee selection by the respondents.1 -- Table 4.25. Attractive appearance of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.26. Form of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.27. Producer/brand reputation as a factor influencing coffee selection by the respondents. -- Table 4.28. Certificates guaranteeing an ecological or ethical production process as a factor influencing coffee selection by the respondents.1 -- Table 4.29. Certificates confirming coffee production in Poland based on sustainable development values (based on Nespresso, Nespresso, not dated,a,b -- Tchibo, 2015, not dated.) -- Table 4.30. Affordable price as a factor influencing coffee selection by the respondents.1 -- Table 4.31. Product price reduction as a factor influencing coffee selection by the respondents.1 -- Table 4.32. Ease of purchase (product availability) as a factor affecting coffee selection by respondents.1 -- Table 4.33. Places where coffee is bought - declarations from respondents (in %). -- Table 4.34. Most preferred places to buy coffee - declarations from respondents (in %). -- Table 4.35. Advertisement as a factor influencing coffee selection by the respondents.1 -- Table 4.36. Advertising of the product by known people as a factor influencing the choice of coffee by respondents.1 -- Table 4.37. Promotions and competitions with rewards for the purchase as a factor influencing coffee selection by the respondents.1 -- Table 4.38. Opinions in social media as a factor influencing coffee selection by the respondents.1 -- Table 4.39. Product recommendation by the seller as a factor influencing coffee selection by the respondents.1 -- Table 5.1. Area of MOKATE Sp. z o.o. in adaptation to the implementation of marketing strategy.1 Table 5.2. Assessment sheet for the degree of implementation of marketing strategy at MOKATE Sp. z o.o.1 |
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| edition | 1st ed |
| format | Electronic eBook |
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Needs and motives and the means of meeting needs (based on Garbarski, 2001: 45). -- Table 1.2. Evolution of research on consumer behaviour (based on Antonides and Van Raaij, 2003b: 25-30 -- Kieżel, 2004b: 13-16 -- Włodarczyk, 2013: 74-76). -- Table 1.3. Trends affecting consumer behaviour in the coffee market (based on Angus and Westbrook, 2018: 7-67 -- Döhler Market Intelligence, 2017 -- EY, 2015: 9-51 -- Forsyth, 2018: 4-21). -- Table 1.4. Perception of the consumer by the enterprise and the development of marketing (based on Flat World Business, n.d. -- Kotler et al., 2010, 2017 -- Mazurek, 2019: 29-38 -- Tarabasz, 2013). -- Table 2.1. Factors influencing the selection of a variant for the company's marketing strategy (based on Cohen, 1991: 279-280 -- Guiltinan and Paul, 1994: 185 -- Kerin and Peterson, 2004 -- Mintzberg and Quinn, 1991: 45 -- Niestrój, 1996: 167-173 -- Pierścionek, 19 -- Table 2.2. Internal and external factors determining the selection of the marketing strategy variant by the coffee producer (Baruk, 2001: 23). -- Table 2.3. Six imperatives of strategy implementation (Morgan et al., 2010: 24). -- Table 2.4. Control of the implementation of marketing strategy (Kaleta, 2013: 231). -- Table 3.1. Pace of changes in coffee supply and demand - macroeconomic approach (based on ICO, 2018). -- Table 3.2. The fastest and slowest growing coffee markets in the world according to the value of retail sales in 2010-2015 (ICO, nd)</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Table 3.3. Comparison of average prices of coffee beans per pound in distribution and from producers in selected markets in 2017 (based on ICO, 2019a). -- Table 3.4. Phases of the sector life cycle (Strategor, 2001). -- Table 3.5. Review of the definition of the concept of market segmentation - chronological order (based on Altkorn and Kramer, 1998: 223 -- Assael, 1973: 191 -- Garbarski, 2011: 158 -- Goluskin, 1975: 45 -- Kotler, 1972 -- 'Kramer, 1971: 21 -- Liguel, 1967: 27 -- McDonal -- Table 3.6. Review of market segmentation procedures (based on Berni et al., 2005 -- Jadczaková, 2013 -- Mazurek-Łopacińska, 2016b). -- Table 3.7. Classification of market segmentation criteria (based on Bock and Uncles, 2002 -- Bruwer et al., 2002 -- Frank et al., 1972: 27 -- Kusińska, 2009: 34). -- Table 3.8. Types and criteria for segmentation of coffee consumers (based on Cahill, 2006 -- Födermayr and Diamantopoulos, 2008 -- Geraghty and Torres, 2009 -- Lin, 2002 -- Mazurek-Łopacińska, 2016a -- Onwezena et al., 2012). -- Table 3.9. Consumer segmentation on the coffee market (ICO, 2019b). -- Table 3.10. Value of the coffee market in Poland divided into segments (based on Chudy, 2014 -- ICO, 2019b). -- Table 3.11. Criteria for assessing the attractiveness of a market segment (Garbarski, 2011: 175.). -- Table 3.12. Measuring the attractiveness of segments on the coffee market in Poland (ICO, 2018 -- Kowalski, 2015 -- Statistics Poland, 2017, 2018). -- Table 4.1. Basic information on the quantitative research conducted. -- Table 4.2. Characteristics of the research sample (n=800). -- Table 4.3. Average monthly coffee consumption per person in households by socio-economic groups (in kg) (based on Statistics Poland, 2017). -- Table 4.4. Average monthly expenditure on coffee per person in households by socio-economic groups (in PLN) (based on Statistics Poland, 2017).1</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Table 4.5. Coffee sales in Poland in 2015-2017 (based on Chudy, 2014 -- ICO, 2019b). -- Table 4.6. Mission statements of coffee producers in Poland (based on content available on the official websites of coffee producers in Poland). -- Table 4.7. Activity of coffee producers in Poland in individual segments of the coffee market. -- Table 4.8. Coffee assortment and brands of the coffee producers analysed. -- Table 4.9. Division of coffee producers in Poland by the product assortment offered. -- Table 4.10. Consumer perception of selected attributes of coffee producers' brands in Poland (in %). -- Table 4.11. Price strategies of coffee producers in Poland.1 -- Table 4.12. Consumer perception of selected aspects of coffee producers' prices in Poland (in %). -- Table 4.13. General characteristics of distribution channels used by coffee producers in Poland. -- Table 4.14. Consumer perception of selected aspects of coffee producers' distribution in Poland (in %). -- Table 4.15. Promotion structure of coffee producers for different market segments. -- Table 4.16. Consumer perception of selected aspects of coffee producers' promotion in Poland (in %). -- Table 4.17. Characteristics of marketing mix activities implemented at Mokate. -- Table 4.18. Most commonly used marketing strategies of coffee producers in Poland in individual market phases of the product life cycle. -- Table 4.19. Preferred type of coffee drunk by surveyed consumers (in %). -- Table 4.20. Places of coffee consumption declared by the respondents. -- Table 4.21. Product quality as a factor influencing coffee selection by the respondents.1 -- Table 4.22. Coffee aroma as a factor influencing coffee selection by the respondents.1 -- Table 4.23. Coffee taste as a factor influencing coffee selection by the respondents.1</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Table 4.24. Packaging size (weight) as a factor influencing coffee selection by the respondents.1 -- Table 4.25. Attractive appearance of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.26. Form of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.27. Producer/brand reputation as a factor influencing coffee selection by the respondents. -- Table 4.28. Certificates guaranteeing an ecological or ethical production process as a factor influencing coffee selection by the respondents.1 -- Table 4.29. Certificates confirming coffee production in Poland based on sustainable development values (based on Nespresso, Nespresso, not dated,a,b -- Tchibo, 2015, not dated.) -- Table 4.30. Affordable price as a factor influencing coffee selection by the respondents.1 -- Table 4.31. Product price reduction as a factor influencing coffee selection by the respondents.1 -- Table 4.32. Ease of purchase (product availability) as a factor affecting coffee selection by respondents.1 -- Table 4.33. Places where coffee is bought - declarations from respondents (in %). -- Table 4.34. Most preferred places to buy coffee - declarations from respondents (in %). -- Table 4.35. Advertisement as a factor influencing coffee selection by the respondents.1 -- Table 4.36. Advertising of the product by known people as a factor influencing the choice of coffee by respondents.1 -- Table 4.37. Promotions and competitions with rewards for the purchase as a factor influencing coffee selection by the respondents.1 -- Table 4.38. Opinions in social media as a factor influencing coffee selection by the respondents.1 -- Table 4.39. Product recommendation by the seller as a factor influencing coffee selection by the respondents.1 -- Table 5.1. Area of MOKATE Sp. z o.o. in adaptation to the implementation of marketing strategy.1</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Table 5.2. Assessment sheet for the degree of implementation of marketing strategy at MOKATE Sp. z o.o.1</subfield></datafield><datafield tag="520" ind1="3" ind2=" "><subfield code="a">This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets.The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Kava (Beverage)-produkcja i handel</subfield></datafield><datafield tag="653" ind1=" " ind2="6"><subfield code="a">Electronic books</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Mokrysz, Sylwia</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Wróblewski, Łukasz</subfield><subfield code="e">Sonstige</subfield><subfield code="0">(DE-588)1119935032</subfield><subfield code="4">oth</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="a">Maciejewski, Grzegorz</subfield><subfield code="t">Consumers towards marketing strategies of coffee producers</subfield><subfield code="d">Wageningen : Wageningen Academic Publishers,c2020</subfield><subfield code="z">9789086863525</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-PQE</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-033899894</subfield></datafield></record></collection> |
| id | DE-604.BV048523046 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T20:50:25Z |
| indexdate | 2024-12-30T09:00:20Z |
| institution | BVB |
| isbn | 9789086869053 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033899894 |
| oclc_num | 1227478145 |
| open_access_boolean | |
| physical | 1 Online-Ressource (262 Seiten) |
| psigel | ZDB-30-PQE |
| publishDate | 2020 |
| publishDateSearch | 2020 |
| publishDateSort | 2020 |
| publisher | Wageningen Academic Publishers |
| record_format | marc |
| spelling | Maciejewski, Grzegorz Verfasser aut Consumers towards marketing strategies of coffee producers 1st ed Wageningen Wageningen Academic Publishers 2020 ©2020 1 Online-Ressource (262 Seiten) txt rdacontent c rdamedia cr rdacarrier Intro -- Table of contents -- Introduction -- Chapter 1 -- Coffee consumers in view of the theory of consumer behaviour -- 1.1 Consumers and their needs -- 1.2 Consumer behaviour - identification of the concept and classification of behaviour -- 1.3 Determinants of consumer behaviour -- 1.4 Consumers in the marketing strategies of enterprises -- Chapter 2 -- Marketing strategy of a production company in the strategic management process -- 2.1 The essence and types of marketing strategies -- 2.2 The selection and dynamic shaping of marketing strategy -- 2.3 The implementation of marketing strategy -- 2.4 Control of the implementation of the marketing strategy -- Chapter 3 -- Production company on the coffee market -- 3.1 The concept and structure of the coffee market -- 3.2 Coffee producers sector -- 3.3 Coffee market segments - separation criteria and procedure -- 3.4 Factors determining the selection and change of the marketing strategy on the coffee market -- Chapter 4 -- Identification of the marketing strategies of coffee producers and the behaviour of coffee consumers in Poland -- 4.1 Organisation and methodology of research -- 4.2 Selected characteristics of the coffee market in Poland -- 4.3 Marketing missions and targets for coffee producers -- 4.4 The process of market segmentation in coffee production companies -- 4.5 Strategies of instrumental impact on the market -- 4.6 Classification of the marketing strategies of production companies in the coffee market -- 4.7 Dominant methods of the operation of coffee producers in Poland in comparison to the actual needs of consumers -- Chapter 5 -- Implementation and control of marketing strategies in production companies on the coffee market in Poland - identified obstacles and proposed solutions using the example of MOKATE Sp. z o.o. -- 5.1 MOKATE Sp. z o.o. - description of the company 5.2 The degree and scope of the marketing strategy implementation process -- 5.3 Marketing strategy implementation control system -- 5.4 Design of a control system for marketing strategy implementation in production companies on the coffee market - a model -- Summary -- References -- Selected websites -- About the authors -- List of tables -- Table 1.1. Needs and motives and the means of meeting needs (based on Garbarski, 2001: 45). -- Table 1.2. Evolution of research on consumer behaviour (based on Antonides and Van Raaij, 2003b: 25-30 -- Kieżel, 2004b: 13-16 -- Włodarczyk, 2013: 74-76). -- Table 1.3. Trends affecting consumer behaviour in the coffee market (based on Angus and Westbrook, 2018: 7-67 -- Döhler Market Intelligence, 2017 -- EY, 2015: 9-51 -- Forsyth, 2018: 4-21). -- Table 1.4. Perception of the consumer by the enterprise and the development of marketing (based on Flat World Business, n.d. -- Kotler et al., 2010, 2017 -- Mazurek, 2019: 29-38 -- Tarabasz, 2013). -- Table 2.1. Factors influencing the selection of a variant for the company's marketing strategy (based on Cohen, 1991: 279-280 -- Guiltinan and Paul, 1994: 185 -- Kerin and Peterson, 2004 -- Mintzberg and Quinn, 1991: 45 -- Niestrój, 1996: 167-173 -- Pierścionek, 19 -- Table 2.2. Internal and external factors determining the selection of the marketing strategy variant by the coffee producer (Baruk, 2001: 23). -- Table 2.3. Six imperatives of strategy implementation (Morgan et al., 2010: 24). -- Table 2.4. Control of the implementation of marketing strategy (Kaleta, 2013: 231). -- Table 3.1. Pace of changes in coffee supply and demand - macroeconomic approach (based on ICO, 2018). -- Table 3.2. The fastest and slowest growing coffee markets in the world according to the value of retail sales in 2010-2015 (ICO, nd) Table 3.3. Comparison of average prices of coffee beans per pound in distribution and from producers in selected markets in 2017 (based on ICO, 2019a). -- Table 3.4. Phases of the sector life cycle (Strategor, 2001). -- Table 3.5. Review of the definition of the concept of market segmentation - chronological order (based on Altkorn and Kramer, 1998: 223 -- Assael, 1973: 191 -- Garbarski, 2011: 158 -- Goluskin, 1975: 45 -- Kotler, 1972 -- 'Kramer, 1971: 21 -- Liguel, 1967: 27 -- McDonal -- Table 3.6. Review of market segmentation procedures (based on Berni et al., 2005 -- Jadczaková, 2013 -- Mazurek-Łopacińska, 2016b). -- Table 3.7. Classification of market segmentation criteria (based on Bock and Uncles, 2002 -- Bruwer et al., 2002 -- Frank et al., 1972: 27 -- Kusińska, 2009: 34). -- Table 3.8. Types and criteria for segmentation of coffee consumers (based on Cahill, 2006 -- Födermayr and Diamantopoulos, 2008 -- Geraghty and Torres, 2009 -- Lin, 2002 -- Mazurek-Łopacińska, 2016a -- Onwezena et al., 2012). -- Table 3.9. Consumer segmentation on the coffee market (ICO, 2019b). -- Table 3.10. Value of the coffee market in Poland divided into segments (based on Chudy, 2014 -- ICO, 2019b). -- Table 3.11. Criteria for assessing the attractiveness of a market segment (Garbarski, 2011: 175.). -- Table 3.12. Measuring the attractiveness of segments on the coffee market in Poland (ICO, 2018 -- Kowalski, 2015 -- Statistics Poland, 2017, 2018). -- Table 4.1. Basic information on the quantitative research conducted. -- Table 4.2. Characteristics of the research sample (n=800). -- Table 4.3. Average monthly coffee consumption per person in households by socio-economic groups (in kg) (based on Statistics Poland, 2017). -- Table 4.4. Average monthly expenditure on coffee per person in households by socio-economic groups (in PLN) (based on Statistics Poland, 2017).1 Table 4.5. Coffee sales in Poland in 2015-2017 (based on Chudy, 2014 -- ICO, 2019b). -- Table 4.6. Mission statements of coffee producers in Poland (based on content available on the official websites of coffee producers in Poland). -- Table 4.7. Activity of coffee producers in Poland in individual segments of the coffee market. -- Table 4.8. Coffee assortment and brands of the coffee producers analysed. -- Table 4.9. Division of coffee producers in Poland by the product assortment offered. -- Table 4.10. Consumer perception of selected attributes of coffee producers' brands in Poland (in %). -- Table 4.11. Price strategies of coffee producers in Poland.1 -- Table 4.12. Consumer perception of selected aspects of coffee producers' prices in Poland (in %). -- Table 4.13. General characteristics of distribution channels used by coffee producers in Poland. -- Table 4.14. Consumer perception of selected aspects of coffee producers' distribution in Poland (in %). -- Table 4.15. Promotion structure of coffee producers for different market segments. -- Table 4.16. Consumer perception of selected aspects of coffee producers' promotion in Poland (in %). -- Table 4.17. Characteristics of marketing mix activities implemented at Mokate. -- Table 4.18. Most commonly used marketing strategies of coffee producers in Poland in individual market phases of the product life cycle. -- Table 4.19. Preferred type of coffee drunk by surveyed consumers (in %). -- Table 4.20. Places of coffee consumption declared by the respondents. -- Table 4.21. Product quality as a factor influencing coffee selection by the respondents.1 -- Table 4.22. Coffee aroma as a factor influencing coffee selection by the respondents.1 -- Table 4.23. Coffee taste as a factor influencing coffee selection by the respondents.1 Table 4.24. Packaging size (weight) as a factor influencing coffee selection by the respondents.1 -- Table 4.25. Attractive appearance of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.26. Form of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.27. Producer/brand reputation as a factor influencing coffee selection by the respondents. -- Table 4.28. Certificates guaranteeing an ecological or ethical production process as a factor influencing coffee selection by the respondents.1 -- Table 4.29. Certificates confirming coffee production in Poland based on sustainable development values (based on Nespresso, Nespresso, not dated,a,b -- Tchibo, 2015, not dated.) -- Table 4.30. Affordable price as a factor influencing coffee selection by the respondents.1 -- Table 4.31. Product price reduction as a factor influencing coffee selection by the respondents.1 -- Table 4.32. Ease of purchase (product availability) as a factor affecting coffee selection by respondents.1 -- Table 4.33. Places where coffee is bought - declarations from respondents (in %). -- Table 4.34. Most preferred places to buy coffee - declarations from respondents (in %). -- Table 4.35. Advertisement as a factor influencing coffee selection by the respondents.1 -- Table 4.36. Advertising of the product by known people as a factor influencing the choice of coffee by respondents.1 -- Table 4.37. Promotions and competitions with rewards for the purchase as a factor influencing coffee selection by the respondents.1 -- Table 4.38. Opinions in social media as a factor influencing coffee selection by the respondents.1 -- Table 4.39. Product recommendation by the seller as a factor influencing coffee selection by the respondents.1 -- Table 5.1. Area of MOKATE Sp. z o.o. in adaptation to the implementation of marketing strategy.1 Table 5.2. Assessment sheet for the degree of implementation of marketing strategy at MOKATE Sp. z o.o.1 This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets.The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise Kava (Beverage)-produkcja i handel Electronic books Mokrysz, Sylwia Sonstige oth Wróblewski, Łukasz Sonstige (DE-588)1119935032 oth Erscheint auch als Druck-Ausgabe Maciejewski, Grzegorz Consumers towards marketing strategies of coffee producers Wageningen : Wageningen Academic Publishers,c2020 9789086863525 |
| spellingShingle | Maciejewski, Grzegorz Consumers towards marketing strategies of coffee producers Intro -- Table of contents -- Introduction -- Chapter 1 -- Coffee consumers in view of the theory of consumer behaviour -- 1.1 Consumers and their needs -- 1.2 Consumer behaviour - identification of the concept and classification of behaviour -- 1.3 Determinants of consumer behaviour -- 1.4 Consumers in the marketing strategies of enterprises -- Chapter 2 -- Marketing strategy of a production company in the strategic management process -- 2.1 The essence and types of marketing strategies -- 2.2 The selection and dynamic shaping of marketing strategy -- 2.3 The implementation of marketing strategy -- 2.4 Control of the implementation of the marketing strategy -- Chapter 3 -- Production company on the coffee market -- 3.1 The concept and structure of the coffee market -- 3.2 Coffee producers sector -- 3.3 Coffee market segments - separation criteria and procedure -- 3.4 Factors determining the selection and change of the marketing strategy on the coffee market -- Chapter 4 -- Identification of the marketing strategies of coffee producers and the behaviour of coffee consumers in Poland -- 4.1 Organisation and methodology of research -- 4.2 Selected characteristics of the coffee market in Poland -- 4.3 Marketing missions and targets for coffee producers -- 4.4 The process of market segmentation in coffee production companies -- 4.5 Strategies of instrumental impact on the market -- 4.6 Classification of the marketing strategies of production companies in the coffee market -- 4.7 Dominant methods of the operation of coffee producers in Poland in comparison to the actual needs of consumers -- Chapter 5 -- Implementation and control of marketing strategies in production companies on the coffee market in Poland - identified obstacles and proposed solutions using the example of MOKATE Sp. z o.o. -- 5.1 MOKATE Sp. z o.o. - description of the company 5.2 The degree and scope of the marketing strategy implementation process -- 5.3 Marketing strategy implementation control system -- 5.4 Design of a control system for marketing strategy implementation in production companies on the coffee market - a model -- Summary -- References -- Selected websites -- About the authors -- List of tables -- Table 1.1. Needs and motives and the means of meeting needs (based on Garbarski, 2001: 45). -- Table 1.2. Evolution of research on consumer behaviour (based on Antonides and Van Raaij, 2003b: 25-30 -- Kieżel, 2004b: 13-16 -- Włodarczyk, 2013: 74-76). -- Table 1.3. Trends affecting consumer behaviour in the coffee market (based on Angus and Westbrook, 2018: 7-67 -- Döhler Market Intelligence, 2017 -- EY, 2015: 9-51 -- Forsyth, 2018: 4-21). -- Table 1.4. Perception of the consumer by the enterprise and the development of marketing (based on Flat World Business, n.d. -- Kotler et al., 2010, 2017 -- Mazurek, 2019: 29-38 -- Tarabasz, 2013). -- Table 2.1. Factors influencing the selection of a variant for the company's marketing strategy (based on Cohen, 1991: 279-280 -- Guiltinan and Paul, 1994: 185 -- Kerin and Peterson, 2004 -- Mintzberg and Quinn, 1991: 45 -- Niestrój, 1996: 167-173 -- Pierścionek, 19 -- Table 2.2. Internal and external factors determining the selection of the marketing strategy variant by the coffee producer (Baruk, 2001: 23). -- Table 2.3. Six imperatives of strategy implementation (Morgan et al., 2010: 24). -- Table 2.4. Control of the implementation of marketing strategy (Kaleta, 2013: 231). -- Table 3.1. Pace of changes in coffee supply and demand - macroeconomic approach (based on ICO, 2018). -- Table 3.2. The fastest and slowest growing coffee markets in the world according to the value of retail sales in 2010-2015 (ICO, nd) Table 3.3. Comparison of average prices of coffee beans per pound in distribution and from producers in selected markets in 2017 (based on ICO, 2019a). -- Table 3.4. Phases of the sector life cycle (Strategor, 2001). -- Table 3.5. Review of the definition of the concept of market segmentation - chronological order (based on Altkorn and Kramer, 1998: 223 -- Assael, 1973: 191 -- Garbarski, 2011: 158 -- Goluskin, 1975: 45 -- Kotler, 1972 -- 'Kramer, 1971: 21 -- Liguel, 1967: 27 -- McDonal -- Table 3.6. Review of market segmentation procedures (based on Berni et al., 2005 -- Jadczaková, 2013 -- Mazurek-Łopacińska, 2016b). -- Table 3.7. Classification of market segmentation criteria (based on Bock and Uncles, 2002 -- Bruwer et al., 2002 -- Frank et al., 1972: 27 -- Kusińska, 2009: 34). -- Table 3.8. Types and criteria for segmentation of coffee consumers (based on Cahill, 2006 -- Födermayr and Diamantopoulos, 2008 -- Geraghty and Torres, 2009 -- Lin, 2002 -- Mazurek-Łopacińska, 2016a -- Onwezena et al., 2012). -- Table 3.9. Consumer segmentation on the coffee market (ICO, 2019b). -- Table 3.10. Value of the coffee market in Poland divided into segments (based on Chudy, 2014 -- ICO, 2019b). -- Table 3.11. Criteria for assessing the attractiveness of a market segment (Garbarski, 2011: 175.). -- Table 3.12. Measuring the attractiveness of segments on the coffee market in Poland (ICO, 2018 -- Kowalski, 2015 -- Statistics Poland, 2017, 2018). -- Table 4.1. Basic information on the quantitative research conducted. -- Table 4.2. Characteristics of the research sample (n=800). -- Table 4.3. Average monthly coffee consumption per person in households by socio-economic groups (in kg) (based on Statistics Poland, 2017). -- Table 4.4. Average monthly expenditure on coffee per person in households by socio-economic groups (in PLN) (based on Statistics Poland, 2017).1 Table 4.5. Coffee sales in Poland in 2015-2017 (based on Chudy, 2014 -- ICO, 2019b). -- Table 4.6. Mission statements of coffee producers in Poland (based on content available on the official websites of coffee producers in Poland). -- Table 4.7. Activity of coffee producers in Poland in individual segments of the coffee market. -- Table 4.8. Coffee assortment and brands of the coffee producers analysed. -- Table 4.9. Division of coffee producers in Poland by the product assortment offered. -- Table 4.10. Consumer perception of selected attributes of coffee producers' brands in Poland (in %). -- Table 4.11. Price strategies of coffee producers in Poland.1 -- Table 4.12. Consumer perception of selected aspects of coffee producers' prices in Poland (in %). -- Table 4.13. General characteristics of distribution channels used by coffee producers in Poland. -- Table 4.14. Consumer perception of selected aspects of coffee producers' distribution in Poland (in %). -- Table 4.15. Promotion structure of coffee producers for different market segments. -- Table 4.16. Consumer perception of selected aspects of coffee producers' promotion in Poland (in %). -- Table 4.17. Characteristics of marketing mix activities implemented at Mokate. -- Table 4.18. Most commonly used marketing strategies of coffee producers in Poland in individual market phases of the product life cycle. -- Table 4.19. Preferred type of coffee drunk by surveyed consumers (in %). -- Table 4.20. Places of coffee consumption declared by the respondents. -- Table 4.21. Product quality as a factor influencing coffee selection by the respondents.1 -- Table 4.22. Coffee aroma as a factor influencing coffee selection by the respondents.1 -- Table 4.23. Coffee taste as a factor influencing coffee selection by the respondents.1 Table 4.24. Packaging size (weight) as a factor influencing coffee selection by the respondents.1 -- Table 4.25. Attractive appearance of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.26. Form of packaging as a factor influencing coffee selection by the respondents.1 -- Table 4.27. Producer/brand reputation as a factor influencing coffee selection by the respondents. -- Table 4.28. Certificates guaranteeing an ecological or ethical production process as a factor influencing coffee selection by the respondents.1 -- Table 4.29. Certificates confirming coffee production in Poland based on sustainable development values (based on Nespresso, Nespresso, not dated,a,b -- Tchibo, 2015, not dated.) -- Table 4.30. Affordable price as a factor influencing coffee selection by the respondents.1 -- Table 4.31. Product price reduction as a factor influencing coffee selection by the respondents.1 -- Table 4.32. Ease of purchase (product availability) as a factor affecting coffee selection by respondents.1 -- Table 4.33. Places where coffee is bought - declarations from respondents (in %). -- Table 4.34. Most preferred places to buy coffee - declarations from respondents (in %). -- Table 4.35. Advertisement as a factor influencing coffee selection by the respondents.1 -- Table 4.36. Advertising of the product by known people as a factor influencing the choice of coffee by respondents.1 -- Table 4.37. Promotions and competitions with rewards for the purchase as a factor influencing coffee selection by the respondents.1 -- Table 4.38. Opinions in social media as a factor influencing coffee selection by the respondents.1 -- Table 4.39. Product recommendation by the seller as a factor influencing coffee selection by the respondents.1 -- Table 5.1. Area of MOKATE Sp. z o.o. in adaptation to the implementation of marketing strategy.1 Table 5.2. Assessment sheet for the degree of implementation of marketing strategy at MOKATE Sp. z o.o.1 Kava (Beverage)-produkcja i handel |
| title | Consumers towards marketing strategies of coffee producers |
| title_auth | Consumers towards marketing strategies of coffee producers |
| title_exact_search | Consumers towards marketing strategies of coffee producers |
| title_exact_search_txtP | Consumers towards marketing strategies of coffee producers |
| title_full | Consumers towards marketing strategies of coffee producers |
| title_fullStr | Consumers towards marketing strategies of coffee producers |
| title_full_unstemmed | Consumers towards marketing strategies of coffee producers |
| title_short | Consumers towards marketing strategies of coffee producers |
| title_sort | consumers towards marketing strategies of coffee producers |
| topic | Kava (Beverage)-produkcja i handel |
| topic_facet | Kava (Beverage)-produkcja i handel |
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