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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Tat`yana Vaxrusheva
Consumer's Awareness Of The Product Composition As A Driver Affecting Consumer Choice In The Ice-cream Market
Faculty of Economics
Bachelor’s programme
8
2014
In the frames of this paper we would like to focus on the consumer behavior in the market of ice-cream. The influence of consumer awareness of food composition on their choice was considered. The experiment was conducted in a shopping environment. The results indicated that the information in such a format as it is on the packages is not enough for a consumer to make a choice in favor of healthier food. Consumers are not inclined to use information on the package in order to make a choice. Also using maximum likelihood estimation we found out that the better the health of the consumer the more likely he will be ready to accept the risk related to the ice-cream consumption. The more consumers are involved with food during the buying process the less likely the consumer will be ready to accept the risk related to ice-cream consumption. The same correlation was detected between consumer’s accepted level of the risk and such factors as subjective consumer’s opinion about his reading skills of package information, level of knowledge about food additives contained in ice-cream and the weight of consumers.

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