What the study found
The study found that Polish doctors’ dairy purchase decisions are shaped by diverse factors. The authors report that respondents most often relied not only on health and quality values, but also on pragmatic considerations such as shelf life and availability in shops.
Why the authors say this matters
The authors say the study addresses a research gap about what influences the purchasing decisions of individual Polish doctors in the dairy products market. They also conclude that studying doctors is important because they are perceived as experts whose knowledge is based on scientific evidence and many years of education.
What the researchers tested
The researchers surveyed 201 doctors from across Poland, representing various medical specializations. They used a CAPI, or Computer-Assisted Personal Interviewing, survey method and selected the sample purposively with elements of proportional territorial allocation. They also analyzed gender differences and used principal component factor analysis to identify hidden factors and customer segments.
What worked and what didn't
The study confirmed the hypothesis that purchasing decisions in the dairy market are influenced by diverse factors. It also found gender differences for 6 of the 26 variables assessed, so one hypothesis was only partially confirmed. The further factor analysis identified hidden factors among all respondents and within gender-based groups, allowing the authors to define customer segments.
What to keep in mind
The abstract does not describe detailed limitations beyond the sample and setting. The findings are based on 201 Polish doctors, so the scope is limited to this surveyed group and the dairy products market.
Key points
- Polish doctors’ dairy purchasing decisions were influenced by multiple factors.
- Health and quality values were important, but pragmatic factors such as shelf life and shop availability also mattered.
- Gender differences appeared in 6 of the 26 variables assessed.
- Principal component factor analysis was used to identify hidden factors and customer segments.
- The study surveyed 201 doctors from across Poland.
Disclosure
- Research title:
- Doctors’ dairy purchases are shaped by multiple factors
- Publication date:
- 2026-02-27
- OpenAlex record:
- View
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