BEHAVIORAL ASPECTS OF CONSUMER CHOICE IN THE BREAD AND BAKERY PRODUCTS MARKET: EVIDENCE FROM AN EMPIRICAL STUDY

Abstract

This study investigates the behavioral aspects of consumer choice in the Ukrainian bread and bakery products market based on empirical research findings. The relevance of the study is driven by the persistent decline in the consumption of bakery products in recent years, which is attributed to a combination of economic, political, demographic, and socio-behavioral factors. Particular attention is paid to the transformation of consumer preferences under the influence of lifestyle changes, an increasing orientation toward healthy eating, and a growing interest in product quality and ingredient composition. The methodological framework of the study combines general scientific and specialized research methods, including analysis and synthesis of academic sources, statistical analysis, and a survey method. The empirical component is based on the results of a questionnaire survey conducted among 424 respondents, ensuring the reliability and representativeness of the data obtained. The findings confirm that bread and bakery products remain staple goods in consumer diets, although the structure of consumption is gradually evolving due to the diversification of preferences and the growing demand for healthier product alternatives. The results of the empirical analysis made it possible to identify and rank the key factors influencing consumer choice. It has been established that the most significant determinants are product quality, taste, freshness (production date and shelf life), appearance, and ingredient composition. These factors constitute the core of consumer perception and reflect both rational evaluation and behavioral characteristics. At the same time, attributes such as packaging, weight, and product shape have a comparatively lower impact on purchasing decisions. The application of an index-based approach enabled the standardization and quantitative assessment of the significance of each factor, as well as the determination of their relative importance within the overall structure of consumer choice. The study also reveals significant differences in consumer preferences across socio-demographic groups. In particular, the importance of quality and safety indicators increases with age, whereas younger consumers demonstrate greater sensitivity to price and external product attributes. Gender-based differences are also observed: women tend to place greater emphasis on product quality, composition, and appearance, while men focus primarily on basic factors such as taste and price. Based on the obtained results, a model of consumer choice formation in the bread and bakery products market is proposed. The model integrates consumer, economic, and marketing factors, while emphasizing the role of socio-demographic characteristics as moderating variables influencing the significance of each factor. The practical significance of the study lies in its applicability for improving marketing strategies of bakery enterprises, particularly in the areas of product assortment management, pricing policy, and communication activities, taking into account the behavioral characteristics of different consumer segments.