The application of path models in diagnozing the market position of products offered by the enterprises in conditions of economic crisis

Abstract

The article presents an application of path models as a method of analyzing hierarchical preferences of consumers. The analysis focuses mainly on soft drinks industry with special attention given to CocaCola Poland products.The study of path models helped to diagnose which factors directly influence respondents’ attitudes towards commercials, promotion, Coca-Cola brand, preferences of chosing soft drinks and making consumer choices. A–B Fishbein-Ajzen model and AAD–AB model became the basis to build path models