The effect of age, gender and level of education on the consumer's expectations towards dairy product packaging
Purpose The purpose of this paper is to have two main research goals: to identify and analyse the elements of dairy product packaging which influence customer purchase decisions, according to these elements' compliance with their expectations; and to analyse the relations between final customers' expectations towards elements of dairy product packaging and their three chosen demographic characteristics including age, gender and level of education. Design/methodology/approach The paper is theoretical and empirical in nature. In the theoretical part, the cognitive critical analysis of the world's literature on marketing and marketing management was applied. In the empirical part the following research methods were used: questionnaire survey for gathering primary data and statistical analysis (factor analysis and the Kruskal Wallis independence test) for the analysis of the primary data and for statistical reasoning, which formed the basis for the final conclusions. Findings On the basis of the researc.