Czynniki kształtujące zachowania nabywcze konsumentów pieczywa chrupkiego w opinii studentów Akademii Morskiej

The popularity of functional foods, including gluten-free in Poland and changes in the behavior of young consumers in the traditional bread market have an impact on the growing interest in crisp bread. The crisp bread is a product of low calorie and can be a substitute of a traditional product. In view of the above, the purpose of the research presented in the paper is to determine the determinants and their importance, which are decisive for the purchase of crisp bread, in the group of young consumers - students of Gdynia Maritime Academy. The research was carried out using the author's questionnaire survey. The research results obtained can be used in the development of marketing strategies for companies producing and distributing crisp bread.