Zakupy – przymus czy przyjemność? Analiza motywacji współczesnych konsumentów w świetle badań jakościowych
Purchase: necessity or pleasure? The analysis of contemporary consumers’ motivation in the light of qualitative research

Summary/Abstract: The purpose of this paper is to show, through the qualitative research, the factors that guide Polish consumer in terms of making purchase. It is an attempt to answer the question of whether shopping gives consumers more happiness and pleasure or is made only out of necessity. The method of qualitative research was used in the form of focus group interviews (FGI). The research showed that there is no clear category of products that gives pleasure or discourages purchasing but there appear guidelines on how to improve the sales conditions in order to increase the comfort of purchasing, thus leading to the gaining pleasure from purchasing.

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