Wybrane postaw y i zachowa nia polskich nabywców wobec żywności niszowej
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In the article the problems of chosen attitudes and behaviours of final buyers were presented. These
aspects were analysed in the lamb meat market as the example of the niche market in Poland. On the base
of the results of the field researches one can state that the key determinants of respondents’ attitudes and
behaviours were the level of their knowledge about nutritional values of lamb products and the level of
availability of these products. The negative opinions of others buyers were the main determinant of non
buying of lamb products. It means that there are two big gaps (knowledge gap and availability gap) which
should be filled by offerers to shape buyers’ attitudes and behaviours in the effective way.