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SEGMENTACJA RYNKU LODÓW |
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LODY FAMILIJNE |
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stali klienci |
kryterium |
okazjonalni klienci |
(z uwzględnieniem dzieci) |
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dochód |
2500 lub więcej |
2500 lub więcej |
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cel zakupu |
sprawiene sobie przyjemności |
sprawienie sobie przyjemności |
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nagrodzenie się |
delektowanie się smakiem |
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normy żywienia |
żywienie dietetyczne i racjonalne |
żywienie dowolne |
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aktywność życiowa |
aktywny tryb życia |
przeważnie bierny, ale nie zawsze |
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(uprawiający sport) |
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miejce zamieszkania |
miasto, strefa podmiejska, wieś |
miasto |
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preferencje |
smak, preferencje |
smak, różnorodność, ilość, jakość |
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nawyki |
zdrowe odżywianie |
dowolne odżywianie |
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moda |
dążenie do szczupłej sylwetki |
nie podąża za modą |
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zdrowe odżywianie |
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poszukiwanie korzyści |
walory smakowe |
walory smakowe, jakość |
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okazja do zakupu |
zachcianka |
nawyk |
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wrażliwość na narzędzia |
częściowa |
całkowita |
marketingu |
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stan gotowości |
świadomy i poinformowany |
poinformowany |
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lojalność wobec produktu |
słaba |
silna |
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estetyka opakowania |
opakowanie przyciągające wzrok, |
opakowanie przyciągające wzrok, |
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estetyczne |
estetyczne |
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doceniane walory produktu |
smak, wygląd, składniki produktu |
smak, wygląd |
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wielkość, dodatki |
wielkość, dodatki |
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PROBLEM BADAWCZY |
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Czym kierują się klienci podczas zakupu lodów? |
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Jakie czynniki determinują wybór lodów podczas zakupu? |
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Jakie czynniki mają wpływ na satysfakcję i lojalność wobec produktu? |
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Jakie czynniki maja wpływ na zadowolenie z zakupu danego produktu, w naszym przypadk lodów? |
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HIPOTEZY |
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Estetyka opakowania ma wpływ na zakup danego produktu. |
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Dobra jakość smaku (walory smakowe) ma wpływ na satysfakcję klienta. |
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Cena ma wpływ na zakup i zadowolenie klienta. |
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Wybór spośród większej oferty danego rodzaju produktu, przynosi większą satysfakcję klientowi. |
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Miejsce, czas i okazja maja wpływ na zakup produktu. |
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Marka ma wpływ na zakup danego produktu. |
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ANKIETA |
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badanie satysfakcji i lojalności klientów |
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Celem przeprowadzanej ankiety jest uzyskanie informacji na temat czynników |
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determinujących zakup, które wiążą się z Państwa satysfakcją i lojalnością wobec produktu. |
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Pytania w załączonej ankiecie dotyczą spożycia lodów. |
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Kwestonariusz jest anonimowy, a informacje podane przez Państwa w poniższej ankiecie |
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będą wykorzystane wyłącznie do celów naukowych. Prosimy o rzetelne, wyczerpujące i |
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zgodne z prawdą odpowiedzi. |
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Proszę zaznaczyć pole oznaczone kwadratem przy wybranej odpowiedzi przez Państwa. |
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Z góry dziękujemy za udział w badaniach i zapraszamy do ankiety. |
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Pytania dotyczące produktu |
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1. |
Czy lubi Pan/Pani lody? |
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tak |
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nie |
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2. |
Czy lody są Pana/Pani ulubionym słodyczem spośród wszystkich? |
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tak |
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nie |
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3. |
Jaki procent dochodów przeznacza Pan/Pani na lody w ciągu roku? |
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nic |
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do 5% |
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5% - 10% |
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10% - 20% |
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powyżej 20% |
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4. |
Jak często kupuje Pan/Pani lody w ciągu miesiąca? |
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raz w miesiącu |
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kilka razy |
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kilkanaście razy |
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prawie codziennie |
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5. |
Gdzie najczęściej kupuje Pan/Pani lody? |
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supermarket |
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sklep spożywczy |
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budka z lodami |
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cukiernia |
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6. |
Co nakłania Pana/Panią do zakupu lodów? |
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pragnienie |
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zachcianka |
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nawyk |
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7. |
Jakie najczęściej kupje Pan/Pani lody? |
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na patyku |
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w kubeczku |
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w rożku |
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gałkowe |
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familijne |
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8. |
Dlaczego Pan/Pani wybiera takie lody? |
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są wygodne |
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sprawiają mi większą radość |
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są ekonomiczne |
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inne przyczyny, jakie? ................... |
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9. |
Jakie trzy smaki lodów lubi Pan/Pani najbardziej? |
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śmietankowe |
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truskawkowe |
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czekoladowe |
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inne, jakie?................. |
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pistacjowe |
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owocowe |
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10. |
Czy preferuje Pan/Pani lody z dodatkami? |
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(jeśli nie, proszę przejść do pytania numer 12) |
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tak |
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nie |
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11. |
Jeżeli tak to jakie dodatki lubi Pan/Pani najbardziej? |
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(można zaznaczyć kilka odpowiedzi) |
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rodzynki |
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orzechy |
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polewy |
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owoce |
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inne, jakie?........ |
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12. |
Proszę oznaczyć cyframi od 1 do 5 podane poniżej czynniki wpływające na |
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Pana/Pani zakup (5 oznacza największy wpływ). |
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jakość |
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marka |
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cena |
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walory smakowe |
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atrakcyjność i estetyka opakowania |
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inne |
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13. |
Jaką markę lodów Pan/Pani kupuje najczęściej? |
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Algida |
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Koral |
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Zielona Budka |
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Scholler |
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inne |
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14. |
O jakiej porze roku najczęściej kupuje Pan/Pani lody? |
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wiosna |
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lato |
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jesień |
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zima |
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różnie |
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nie ma to znaczenia |
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15. |
Proszę oznaczyć cyframi od 1 do 5 podane niżej czynniki, które sprawiają |
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Panu/Pani satysfakcję podczas zakupu lodów (5 - oznacza największą satysfakcję). |
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duży wybór |
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różnorodność cen |
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miła obsługa |
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atrakcyjność opakowania |
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16. |
Czy jest Pan/Pani wrażliwy na promocję? |
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(jeśli nie, proszę przejść do pytania numer 18) |
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tak - całkowicie |
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tak - częściowo |
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nie |
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17. |
Jeśli tak to jakie formy promocji mają największy wpływ na Pana/Panią? |
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(jeśli wpływ ma więcej niż jedna, to proszę zaznaczyć) |
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reklama telewizyjna |
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reklama radiowa |
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reklama prasowa |
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promocja cenowa |
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reklama opakowania |
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sponsoring |
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18. |
Czy jest Pan/Pani lojalny wobec produktu? |
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tak |
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nie |
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nie wiem |
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19. |
Czy często Pan/Pani sięga po lody nowo pojawiające się na rynku? |
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(jeśli nie, proszę przejść do pytania numer 21) |
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tak |
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nie |
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20. |
Jeśli tak to skąd Pan/Pani dowiaduje się o nich? |
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z reklamy |
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od znajomych |
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od sprzedawcy w sklepie (w cukierni) |
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21. |
Czy jest Pan/Pani zazwyczaj usatysfakcjonowany z zakupu lodów? |
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tak |
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nie |
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22. |
Jeśli nie, co było powodem Pana/Pani niezadowolenia? |
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jakość smaku |
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zepsuty produkt |
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niewygodne opakowanie |
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inne, jakie?.............. |
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Dane konsumenta |
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Proszę o podanie kilku informacji o sobie. |
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A. |
Płeć |
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kobieta |
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mężczyzna |
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B. |
Wiek |
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15 - 20 lat |
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21 - 25 lat |
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26 - 30 lat |
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powyżej 30 lat |
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C. |
Miejsce zamieszkania |
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wieś |
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małe miasto |
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duże miasto |
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D. |
Wykształcenie |
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podstawowe |
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zawodowe |
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średnie |
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wyższe |
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E. |
Wykonywany zawód |
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bezrobotny |
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pracownik fizyczny |
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pracownik umysłowy |
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uczeń |
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student |
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rencista |
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emeryt |
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F. |
Dochód |
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do 1500 zł |
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1500 - 2500 zł |
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powyżej 2500 zł |
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G. |
Stan cywilny |
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panna/ kawaler |
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mężatka/ żonaty |
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H. |
Wielkość rodziny |
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bezdzietna |
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1 - 2 dzieci |
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powyżej 2 dzieci |
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Pytania |
Odpowiedzi |
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Numer ankiety |
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3 |
4 |
5 |
6 |
7 |
8 |
9 |
11 |
12 |
13 |
14 |
15 |
16 |
18 |
20 |
21 |
23 |
24 |
1 |
2 |
10 |
17 |
19 |
22 |
25 |
Ogółem |
kobieta |
mężczyzna |
1. |
Czy lubi Pan/Pani lody? |
tak |
1 |
1 |
1 |
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1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
96,3 |
95,0 |
100,0 |
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nie |
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1 |
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3,7 |
5,0 |
0,0 |
2. |
Czy lody są Pana/i ulubionym |
tak |
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1 |
1 |
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1 |
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1 |
1 |
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1 |
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29,6 |
35,0 |
14,3 |
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słodycz. spośród wszystk? |
nie |
1 |
1 |
1 |
1 |
1 |
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1 |
1 |
1 |
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1 |
1 |
1 |
1 |
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1 |
1 |
1 |
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1 |
1 |
1 |
1 |
70,4 |
65,0 |
85,7 |
3. |
Jaki procent dochodów |
nic |
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1 |
3,8 |
0,0 |
14,3 |
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przeznacza Pan/Pani na |
do 5% |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
96,2 |
100,0 |
85,7 |
|
lody w ciagu roku? |
5% - 10% |
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0,0 |
0,0 |
0,0 |
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10% - 20% |
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0,0 |
0,0 |
0,0 |
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powyżej 20% |
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0,0 |
0,0 |
0,0 |
4. |
Jak często kupuje Pan/Pani |
raz w miesiącu |
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1 |
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1 |
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1 |
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1 |
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1 |
1 |
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1 |
1 |
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1 |
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1 |
37,0 |
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|
lody w ciagu miesiąca? |
kilka razy |
1 |
1 |
1 |
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1 |
1 |
1 |
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1 |
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1 |
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1 |
1 |
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1 |
1 |
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1 |
1 |
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59,3 |
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kilkanaście razy |
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1 |
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3,7 |
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prawie codziennie |
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0,0 |
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5. |
Gdzie najczęściej kupuje |
supermarket |
1 |
1 |
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1 |
1 |
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1 |
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1 |
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1 |
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26,9 |
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|
Pan/Pani lody? |
sklep spożywczy |
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1 |
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1 |
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1 |
1 |
1 |
1 |
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1 |
1 |
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1 |
1 |
1 |
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1 |
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1 |
50,0 |
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budka z lodami |
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1 |
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1 |
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1 |
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1 |
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1 |
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19,2 |
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cukiernia |
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1 |
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3,8 |
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|
6. |
Co nakłania Pana/Panią |
pragnienie |
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1 |
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3,7 |
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|
do zakupu lodów? |
zachcianka |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
96,3 |
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nawyk |
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0,0 |
|
|
7. |
Jakie najczęściej kupuje |
na patyku |
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1 |
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1 |
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1 |
1 |
1 |
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1 |
22,2 |
|
|
|
Pan/Pani lody? |
w kubeczku |
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1 |
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1 |
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7,4 |
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w rożku |
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1 |
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1 |
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1 |
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11,1 |
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gałkowe |
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1 |
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1 |
1 |
|
1 |
1 |
1 |
|
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1 |
1 |
1 |
1 |
|
37,0 |
|
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familijne |
1 |
1 |
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1 |
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1 |
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1 |
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1 |
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22,2 |
|
|
8. |
Dlaczego Pan/Pani wybiera |
są wygodne |
1 |
1 |
1 |
|
1 |
|
1 |
1 |
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1 |
1 |
|
1 |
1 |
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|
1 |
42,3 |
|
|
|
takie lody? |
spraw. mi więk. rado. |
|
|
|
1 |
|
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|
1 |
|
|
1 |
1 |
1 |
|
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1 |
1 |
1 |
1 |
|
34,6 |
|
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|
|
są ekonomiczne |
|
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1 |
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1 |
|
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1 |
|
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1 |
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15,4 |
|
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|
|
inne przyczyny, jakie? |
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1 |
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1 |
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7,7 |
|
|
9. |
Jakie trzy smaki lodów lubi |
śmietankowe |
1 |
1 |
0 |
0 |
1 |
1 |
1 |
1 |
0 |
0 |
1 |
1 |
1 |
1 |
0 |
1 |
1 |
1 |
0 |
0 |
0 |
1 |
1 |
0 |
1 |
59,3 |
65,0 |
42,9 |
|
Pan/Pani najbardziej? |
truskawkowe |
0 |
0 |
0 |
1 |
0 |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
1 |
1 |
0 |
0 |
1 |
1 |
1 |
1 |
0 |
1 |
1 |
1 |
1 |
44,4 |
30,0 |
85,7 |
|
|
pistacjowe |
0 |
1 |
0 |
0 |
0 |
0 |
1 |
0 |
0 |
1 |
0 |
0 |
1 |
1 |
0 |
1 |
0 |
0 |
0 |
0 |
1 |
0 |
0 |
0 |
1 |
29,6 |
30,0 |
28,6 |
|
|
czekoladowe |
0 |
1 |
1 |
0 |
0 |
0 |
0 |
0 |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
1 |
1 |
1 |
0 |
1 |
1 |
0 |
29,6 |
15,0 |
71,4 |
|
|
owocowe |
0 |
0 |
1 |
1 |
0 |
0 |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
1 |
1 |
0 |
0 |
0 |
0 |
1 |
0 |
22,2 |
20,0 |
28,6 |
|
|
inne, jakie? |
1 |
0 |
1 |
1 |
1 |
1 |
0 |
0 |
0 |
1 |
0 |
0 |
0 |
0 |
1 |
1 |
1 |
0 |
0 |
1 |
1 |
0 |
0 |
0 |
0 |
40,7 |
45,0 |
28,6 |
10. |
Czy preferuje Pan/Pani |
tak |
1 |
|
1 |
1 |
1 |
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
1 |
1 |
1 |
1 |
1 |
|
1 |
1 |
84,0 |
83,3 |
85,7 |
|
lody z dodatkami? |
nie |
|
1 |
|
|
|
1 |
|
|
|
|
|
|
|
|
|
|
1 |
|
|
|
|
|
1 |
|
|
16,0 |
16,7 |
14,3 |
11. |
Jeżeli tak to jakie dodatki |
rodzynki |
1 |
0 |
0 |
0 |
1 |
0 |
1 |
0 |
0 |
1 |
1 |
0 |
1 |
1 |
1 |
1 |
0 |
0 |
1 |
0 |
1 |
1 |
0 |
0 |
1 |
48,1 |
45,0 |
57,1 |
|
lubi Pan/Pani najbardziej? |
orzechy |
1 |
0 |
1 |
1 |
1 |
0 |
1 |
1 |
0 |
1 |
1 |
1 |
0 |
0 |
1 |
1 |
0 |
0 |
1 |
1 |
1 |
0 |
0 |
0 |
0 |
51,9 |
55,0 |
42,9 |
|
(kilka odp.) |
polewy |
0 |
0 |
1 |
0 |
0 |
0 |
0 |
1 |
1 |
1 |
1 |
1 |
0 |
0 |
0 |
1 |
0 |
0 |
1 |
1 |
1 |
0 |
0 |
1 |
1 |
44,4 |
35,0 |
71,4 |
|
|
owoce |
0 |
0 |
0 |
0 |
0 |
0 |
1 |
1 |
1 |
1 |
0 |
0 |
0 |
1 |
0 |
1 |
0 |
1 |
1 |
1 |
1 |
1 |
0 |
1 |
0 |
44,4 |
35,0 |
71,4 |
|
|
inne, jakie? |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
1 |
1 |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
14,8 |
20,0 |
0,0 |
12. |
Proszę oznaczyć cyframi |
jakość |
5 |
4 |
5 |
5 |
5 |
5 |
0 |
3 |
3 |
4 |
4 |
4 |
4 |
3 |
3 |
4 |
5 |
3 |
4 |
5 |
5 |
4 |
5 |
4 |
5 |
4,0 |
3,8 |
4,6 |
|
od 1 do 5 podane poniżej |
marka |
4 |
4 |
4 |
2 |
1 |
1 |
4 |
4 |
5 |
3 |
2 |
3 |
4 |
1 |
5 |
1 |
1 |
2 |
2 |
3 |
5 |
3 |
3 |
2 |
1 |
2,8 |
2,8 |
2,7 |
|
czynniki wpływajace na |
cena |
4 |
4 |
3 |
1 |
3 |
2 |
5 |
2 |
2 |
2 |
3 |
2 |
5 |
4 |
4 |
3 |
2 |
4 |
5 |
4 |
5 |
4 |
1 |
1 |
4 |
3,2 |
3,1 |
3,4 |
|
Pana/Pani zakup? |
walory smakowe |
5 |
5 |
2 |
5 |
4 |
4 |
5 |
5 |
4 |
5 |
4 |
5 |
4 |
5 |
1 |
5 |
4 |
5 |
3 |
5 |
5 |
5 |
4 |
5 |
5 |
4,4 |
4,3 |
4,6 |
|
(5 największy wpływ) |
atrak. i estetyka opak. |
4 |
4 |
1 |
4 |
2 |
3 |
0 |
1 |
1 |
1 |
2 |
5 |
3 |
2 |
2 |
2 |
3 |
1 |
1 |
4 |
0 |
2 |
2 |
3 |
2 |
2,2 |
2,3 |
2,0 |
|
|
inne |
0 |
0 |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0,1 |
0,1 |
0,0 |
13. |
Jaką markę lodów |
Algida |
1 |
|
|
|
|
1 |
|
|
1 |
1 |
1 |
1 |
|
|
|
|
|
1 |
|
1 |
|
|
1 |
|
1 |
40 |
|
|
|
Pan/Pani kupuje |
Koral |
|
|
|
|
|
|
|
|
|
|
|
1 |
|
|
|
1 |
|
|
|
|
|
|
|
|
|
8 |
|
|
|
najcząściej? |
Zielona Budka |
|
1 |
|
|
1 |
|
1 |
|
|
|
|
|
1 |
1 |
|
|
1 |
|
|
|
1 |
1 |
|
|
|
32 |
|
|
|
|
Scholler |
1 |
|
1 |
|
|
1 |
|
1 |
|
|
|
|
|
|
|
|
|
|
1 |
|
|
|
|
|
|
20 |
|
|
|
|
inne |
|
|
|
1 |
|
|
|
|
|
|
|
|
|
|
1 |
|
|
|
|
|
|
|
|
1 |
|
12 |
|
|
14. |
O jakiej porze roku |
wiosna |
1 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
4 |
|
|
|
najczęściej kupuje |
lato |
1 |
1 |
|
1 |
|
|
1 |
1 |
1 |
|
1 |
1 |
1 |
1 |
1 |
1 |
|
|
1 |
1 |
1 |
1 |
1 |
|
1 |
72 |
|
|
|
Pan/Pani lody? |
jesień |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
0 |
|
|
|
|
zima |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
0 |
|
|
|
|
różnie |
|
|
1 |
|
|
|
|
|
|
1 |
|
|
|
|
|
|
|
1 |
|
|
|
|
|
1 |
|
16 |
|
|
|
|
nie ma to znaczenia |
|
|
|
|
1 |
1 |
|
|
|
|
|
|
|
|
|
|
1 |
|
|
|
|
|
|
|
|
12 |
|
|
15. |
Proszę ozn. od 1 do 5 |
duży wybór |
5 |
4 |
5 |
5 |
5 |
5 |
4 |
5 |
5 |
5 |
5 |
5 |
4 |
5 |
4 |
5 |
5 |
5 |
4 |
5 |
5 |
5 |
4 |
4 |
3 |
4,6 |
|
|
|
podane niżej czynniki, które |
różnorodność cen |
4 |
4 |
3 |
3 |
3 |
2 |
5 |
4 |
4 |
4 |
4 |
5 |
4 |
2 |
4 |
5 |
3 |
0 |
3 |
4 |
4 |
4 |
3 |
3 |
3 |
3,5 |
|
|
|
sprawiają Panu/i satys. |
miła obsługa |
5 |
4 |
4 |
3 |
4 |
3 |
4 |
3 |
1 |
5 |
2 |
1 |
2 |
4 |
3 |
3 |
4 |
0 |
5 |
1 |
0 |
2 |
1 |
1 |
4 |
2,8 |
|
|
|
podczas zakupu lodów? |
atrak. opakowania |
4 |
4 |
2 |
4 |
2 |
4 |
3 |
2 |
2 |
2 |
2 |
2 |
2 |
3 |
5 |
4 |
2 |
0 |
2 |
3 |
0 |
3 |
2 |
2 |
2 |
2,5 |
|
|
16. |
Czy jest Pan/Pani |
tak - całkowicie |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
0,0 |
|
|
|
wrazliwy na promocję? |
tak - częściowo |
1 |
|
|
|
1 |
|
1 |
1 |
1 |
|
1 |
1 |
1 |
1 |
1 |
1 |
|
|
|
1 |
1 |
1 |
1 |
1 |
|
64,0 |
|
|
|
|
nie |
|
1 |
1 |
1 |
|
1 |
|
|
|
1 |
|
|
|
|
|
|
1 |
1 |
1 |
|
|
|
|
|
1 |
36,0 |
|
|
17. |
Jeśli tak to jakie formy |
reklama telewizyjna |
0 |
0 |
0 |
0 |
1 |
0 |
0 |
1 |
0 |
0 |
0 |
1 |
1 |
1 |
0 |
1 |
0 |
0 |
0 |
0 |
0 |
1 |
1 |
1 |
0 |
33,3 |
|
|
|
promocji mają największy |
reklama radiowa |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0,0 |
|
|
|
wpływ na Pana/Panią? |
reklama prasowa |
0 |
0 |
0 |
0 |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
3,7 |
|
|
|
(kilka odp.) |
promocja cenowa |
1 |
0 |
0 |
0 |
0 |
0 |
1 |
1 |
1 |
0 |
1 |
1 |
0 |
1 |
1 |
1 |
0 |
0 |
0 |
1 |
1 |
1 |
0 |
0 |
0 |
44,4 |
|
|
|
|
reklama opakowania |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
3,7 |
|
|
|
|
sponsoring |
1 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
3,7 |
|
|
18. |
Czy jest Pan/Pani lojalny |
tak |
1 |
|
1 |
|
|
|
1 |
|
|
1 |
|
1 |
1 |
1 |
|
|
|
1 |
|
|
1 |
|
|
1 |
|
40,0 |
|
|
|
wobec produktu? |
nie |
|
1 |
|
1 |
|
|
|
1 |
1 |
|
|
|
|
|
|
1 |
|
|
|
1 |
|
1 |
|
|
1 |
32,0 |
|
|
|
|
nie wiem |
|
|
|
|
1 |
1 |
|
|
|
|
1 |
|
|
|
1 |
|
1 |
|
1 |
|
|
|
1 |
|
|
28,0 |
|
|
19. |
Czy często P. sięga po lody |
tak |
|
|
|
|
|
1 |
|
1 |
|
1 |
1 |
|
1 |
1 |
1 |
1 |
|
|
|
1 |
|
1 |
|
1 |
|
44,0 |
44,4 |
42,9 |
|
nowo pojaw. się na rynku? |
nie |
1 |
1 |
1 |
1 |
1 |
|
1 |
|
1 |
|
|
1 |
|
|
|
|
1 |
1 |
1 |
|
1 |
|
1 |
|
1 |
56,0 |
55,6 |
57,1 |
20. |
Jeśli tak to skąd Pan/Pani |
z reklamy |
|
|
|
|
|
1 |
|
1 |
1 |
1 |
1 |
|
1 |
|
1 |
1 |
|
|
|
|
|
|
|
1 |
|
69,2 |
|
|
|
dowiaduje się o nich? |
od znajomych |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
|
|
|
7,7 |
|
|
|
|
od sprzed. w sklepie |
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
|
1 |
|
|
|
1 |
|
|
|
|
|
23,1 |
|
|
21. |
Czy jest Pan/i zazwyczaj |
tak |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
100,0 |
100,0 |
100,0 |
|
usatys. z zakupu lodów? |
nie |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
0,0 |
0,0 |
0,0 |
22. |
Jeśli nie, co było powodem |
jakość smaku |
|
|
|
|
1 |
|
|
|
1 |
|
1 |
|
|
|
|
|
|
|
|
|
|
|
|
1 |
1 |
83,3 |
|
|
|
Pana/Pani niezadowolenia? |
zepsuty produkt |
|
|
|
|
|
|
|
|
|
|
|
1 |
|
|
|
|
|
|
|
|
|
|
|
|
|
16,7 |
|
|
|
|
niewygodne opak. |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
0,0 |
|
|
|
|
inne, jakie? |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
0,0 |
|
|
A. |
Płeć |
kobieta |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
|
|
|
|
|
|
72,0 |
100,0 |
0,0 |
|
|
mężczyzna |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
28,0 |
0,0 |
100,0 |
B. |
Wiek |
15 - 20 lat |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
|
4,0 |
|
|
|
|
21 - 25 lat |
|
|
|
1 |
|
1 |
|
|
1 |
1 |
|
|
|
|
|
1 |
|
|
|
1 |
|
|
|
|
1 |
28,0 |
|
|
|
|
26 - 30 lat |
|
|
|
|
1 |
|
|
1 |
|
|
1 |
1 |
1 |
1 |
1 |
|
1 |
|
1 |
|
|
1 |
1 |
|
|
44,0 |
|
|
|
|
powyżej 30 lat |
1 |
1 |
1 |
|
|
|
1 |
|
|
|
|
|
|
|
|
|
|
1 |
|
|
1 |
|
|
|
|
24,0 |
|
|
C. |
Miejsce zamieszkania |
wieś |
|
|
|
|
|
|
|
|
1 |
|
|
|
|
|
|
1 |
|
|
|
|
|
|
|
|
|
8,0 |
|
|
|
|
małe miasto |
|
|
|
|
|
|
|
|
|
1 |
|
|
|
1 |
1 |
|
1 |
|
|
|
|
|
|
|
|
16,0 |
|
|
|
|
duże miasto |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
|
1 |
1 |
1 |
|
|
|
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
76,0 |
|
|
D. |
Wykształcenie |
podstawowe |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
|
4,0 |
|
|
|
|
zawodowe |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
1 |
|
|
|
|
|
|
8,0 |
|
|
|
|
średnie |
1 |
1 |
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
|
1 |
1 |
1 |
1 |
|
1 |
84,0 |
|
|
|
|
wyższe |
|
|
1 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
4,0 |
|
|
E. |
Wykonywany zawód |
bezrobotny |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
1 |
|
|
|
|
|
|
|
8,0 |
|
|
|
|
pracownik fizyczny |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
|
|
|
|
|
|
4,0 |
|
|
|
|
pracownik umysłowy |
1 |
1 |
1 |
1 |
1 |
|
1 |
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
|
|
|
|
28,0 |
|
|
|
|
uczeń |
|
|
|
|
|
1 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
1 |
|
8,0 |
|
|
|
|
student |
|
|
|
|
|
|
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
|
|
1 |
|
1 |
1 |
|
1 |
52,0 |
|
|
|
|
rencista |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
0,0 |
|
|
|
|
emeryt |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
0,0 |
|
|
F. |
Dochód |
do 1500 zł |
|
|
|
|
1 |
1 |
|
|
|
|
1 |
1 |
|
1 |
|
|
|
1 |
|
1 |
1 |
1 |
|
|
|
40,9 |
|
|
|
|
1500 - 2500 zł |
1 |
|
1 |
1 |
|
|
1 |
|
|
1 |
|
|
|
|
|
1 |
|
|
1 |
|
|
|
1 |
|
|
36,4 |
|
|
|
|
powyżej 2500 zł |
|
1 |
|
|
|
|
|
1 |
1 |
|
|
|
1 |
|
1 |
|
|
|
|
|
|
|
|
|
|
22,7 |
|
|
G. |
Stan cywilny |
panna/ kawaler |
|
|
|
1 |
1 |
1 |
|
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
|
1 |
1 |
|
1 |
1 |
1 |
1 |
72,0 |
66,7 |
85,7 |
|
|
mężatka/ żonaty |
1 |
1 |
1 |
|
|
|
1 |
|
|
|
|
|
|
|
|
|
1 |
1 |
|
|
1 |
|
|
|
|
28,0 |
33,3 |
14,3 |
H |
Wielkość rodziny |
bezdzietna |
|
|
|
1 |
1 |
1 |
|
|
|
|
1 |
1 |
1 |
1 |
1 |
|
|
|
|
|
|
1 |
1 |
1 |
|
45,8 |
|
|
|
|
1 - 2 dzieci |
1 |
1 |
1 |
|
|
|
1 |
1 |
|
|
|
|
|
|
|
1 |
1 |
|
|
|
1 |
|
|
|
|
33,3 |
|
|
|
|
powyżej 2 dzieci |
|
|
|
|
|
|
|
|
1 |
1 |
|
|
|
|
|
|
|
1 |
|
1 |
|
|
|
|
1 |
20,8 |
|
|
|
|
|
|
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