Zastosowanie modeli ścieżkowych w diagnozowaniu pozycji rynkowej produktów oferowanych przez przedsiębiorstwa w warunkach kryzysu gospodarczego

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.