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Konsumencka ocena innowacyjnych opakowań kosmetycznych

Author(s): Agnieszka Cholewa-Wójcik / Language(s): Polish Issue: 2/2015

The enterprises’ struggle for growth of their competitive position affects innovativeness of their market offer which, over time, becomes one of the basic challenges for firms of the cosmetic branch. Competing through innovations, combined with meeting consumers’ needs and increasing the value added for them, significantly affects consumers’ quality of life. In her article, the author presented findings of surveys on consumers’ attitudes and behaviours towards packaging innovations in the cosmetic branch. The analysis of the state of consumers’ knowledge and attitudes revealed that consumers making purchasing decisions mostly pay attention to construction, technological and marketing innovations. On the other hand, they pay less attention to material innovations being introduced into packages of cosmetic products. Practical implications: the author presented the impact of consumer attitudes and behaviours on the scope of packaging innovations in cosmetic products being introduced into the market.

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Postawy polskich konsumentów – od konsumpcjonizmu do zrównoważonej konsumpcji

Author(s): Anna Dąbrowska / Language(s): Polish Issue: 2/2015

An aim of considerations is to identify Polish consumers’ attitudes: What is more proper for them: consumerism or rather they aspire to modern, responsible behaviours, i.e. aim at sustainable consumption? In her article, the author presented findings of the research on Polish consumers’ competencies. Consumers’ competencies mean theoretical knowledge and practical ability distinguishing a given person with an ease of efficient, effective, answering the quality expectations fulfilment of needs of the higher and lower rank while maintaining responsibility for the choices being made. The survey of the omnibus type was carried out on the representative 1000-person sample of adult Poles aged 15-74. The sample was of the random and quota nature. The main objective of the research was to identify consumers’ competencies and their importance for stimulating innovative behaviours and sustainable consumption. There is put the hypothesis that consumers’ competencies, both soft and hard, stimulate innovative behaviours and shape consumers’ attitudes in accordance with the concept of sustainable consumption. The research proved that Poles’ attitudes are diversified, though there prevail attitudes connected with the cult of possession. The obtained results are of the cognitive and applicative nature. The research findings may be useful for the economic policy and for social policy formation. The article is of the theoretical and research nature.

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Postawy i zachowania konsumentów wobec herbat i herbatek

Author(s): Magdalena Sitkiewicz,Witold Kozirok / Language(s): Polish Issue: 2/2015

An aim of research was to describe consumers’ attitudes and behaviours towards teas as well as to analyse importance of the factors determining choices of this group of products. Knowledge of consumers’ behaviours in the market for tea and of the factors affecting the purchase of a specific product may be a basis for development of an efficient marketing strategy for the entities dealing with tea distribution as well as meet social expectations. The research was carried out by the method of diagnostic survey with the use of questionnaire, which covered 115 clients of shops and stores with tea in the area of the city of Bydgoszcz. As the independent variables there were taken, inter alia, sex, age and residence. Based on the findings, there was stated that consumers’ attitudes towards tea were mostly positive, what was translated into frequency of tea consumption. Most consumers reached for black and green sorts of tea as well as fruit, herbal teas and Rooibos. The main determinants of the choice of teas were, by turns, taste and flavour qualities, sort of tea, health properties, and habit. The article is of the research nature.

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Zachowania konsumentów na rynku produktów zbożowych pełnoziarnistych i ich uwarunkowania na przykładzie makaronu i herbatników

Author(s): Marzena Jeżewska-Zychowicz,Maria Królak / Language(s): Polish Issue: 2/2015

An aim of the research was to determine in what degree the socio-demographic traits, self-perception in the context of lifestyle and nutritional knowledge determine frequency of consumption of pasta and biscuits made of wholegrain flour. The research was carried out in 2013 in the whole-Poland group of 1000 adult consumers. Almost 2/5 of the respondents had never consumed pasta and biscuits made of wholegrain flour and some 15% of the interviewees consumed them with frequency of 3 or more times a week. Statistically significantly more men (42.8%) than women (33.5%), the least number of people with higher education (27.1%) and individuals most positively evaluating their income (25.0%) had never consumed wholegrain pasta. For the people declaring paying attention to naturalness specific was more frequent consumption of both pasta (18.8%) and biscuits (16.3%). The greater frequency of consumption of pasta was declared by the individuals oriented (16.9%) than not oriented at pleasure (10.5%). The individuals representing their great knowledge on grain products and dietary fibre constituted the lowest per cent of individuals consuming pasta (7.8%) and biscuits (5.1%) made of wholegrain flour with higher frequency. Diversification of frequency of consumption of wholegrain products indicates the need to take into account those differences while undertaking measures aimed at growth of consumption of wholegrain products. The article is of the research nature.

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Produkt tradycyjny i regionalny ‒ luksus od święta czy na co dzień?

Author(s): Agnieszka Rybowska,Joanna Newerli-Guz / Language(s): Polish Issue: 2/2015

The consumer awareness and consumer evaluation of the quality of products if shaped by the market and the products present in it. The limited access to traditional and regional products as well as their high price are the main determinants combining these products with luxurious products. Luxurious products and traditional and regional ones have also common the emphasised individuality and the specific character. In their article, the authors presented the definitions of traditional, regional and luxurious products as well as they identified the similarities combing them. For the purpose of the article the authors carried out a descriptive and explanatory research allowing answer to the question why traditional/regional food is a luxurious product and whether such positioning thereof by producers and perception by consumers is proper. The article is of the review nature.

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Etnocentryczne postawy konsumentów w obliczu globalizacji konsumpcji

Author(s): Aleksandra Radziszewska / Language(s): Polish Issue: 2/2015

An aim of the study is to characterise and analyse consumers’ behaviours determined by the image of the country of product origin, with a particular consideration of their ethnocentric attitudes. Based on the literature review and the published results of research, the author characterized the trends in consumers’ behaviours connected with impact of the effect of the country of origin as well as the motives and determinants of their ethnocentric attitudes. The author carried out a questionnaire based survey which confirmed the described tendencies on consumers’ behaviours connected with the country of origin of the product as well as indicated the existence of ethnocentric attitudes, especially as regards some groups of products. The practical implications of the study indicate the necessity to take into account the country of origin of the product in enterprises’ marketing activities; they also indicate which groups of products are perceived in a special way through the prism of the country of their origin ad sensitive to the consumers’ ethnocentrism. The study’s social dimension indicates that globalisation has not weakened relationships with the country, region and the local community, which are also manifested in consumers’ behaviours. The article is of the research nature.

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Wpływ wybranych determinant na zachowania młodych konsumentów w latach 2004-2013 (wyniki badań własnych)

Author(s): Izabela Sowa / Language(s): Polish Issue: 2/2015

An aim of considerations is to identify the changes that have taken place in young consumers’ behaviours since 2004. A particular attention was paid to the role of brand, advertising, opinion of parents and peers as well as to the hitherto experience issuing from the use of the product. In result, there was indicated the direction of changes that take place in attitudes towards these determinants. The study is a result of surveys carried out in 2004, 2006, 2010 and 2013 among pupils of Silesian grammar and secondary schools. The surveys allowed indicating the role of social factors in the youths’ decision-making process, identifying the changes in the hierarchy of the factors affecting purchases and differentiation of behaviours issuing from the consumers’ gender. The surveys’ findings may serve for working out a strategy of marketing activities in the young consumer’s market and contribute to a deeper recognition of this market. The article is of the research nature.

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Wybrane aspekty zachowań młodych konsumentów w nowych realiach rynkowych

Author(s): Grażyna Adamczyk / Language(s): Polish Issue: 1/2015

An aim of considerations is to indicate the specific as well as new determinants of behaviours of consumer, the representatives of Generation Y, and the importance of the selected factors affecting their market choices, with a particular consideration of psychological determinants, from the perspective of recent dozen or so years. To illustrate the discussed issues the author used results of empirical research carried out on the group of 384 young people aged 16-19 lat. The research was carried out in the drawn out localities in the Wielkopolskie and Kujawsko-Pomorskie Provinces by the method of auditorium questionnaire. Based on the research, the author stated, inter alia, that the phenomena and processes taking place in the contemporary world create new challenges and opportunities both for providers and recipients of marketing offers and messages. She paid attention to the variety of determinants of young consumers’ behaviours and growth of the role of psychological determinants. The emotions, the recognised values, motivation, attitudes, personality or lifestyle, accompanying the market participants, exert a significant impact on the process of decision making, rationality, types thereof, involvement, and satisfaction. The author also indicated the emerging global social, economic, and demographic trends affecting consumer behaviours as well as their penetration of the segment of young consumers. The article is of the analytical nature.

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Homogenizacja i heterogenizacja zachowań konsumenckich w społeczeństwie globalnym

Author(s): Anna Goliszek / Language(s): Polish Issue: 1/2015

An aim of the article is to learn cultural determinants of consumer behaviours in the post-industrial society. The author asked the question: Do in the contemporary, globalising society national cultures affect consumer decisions or rather they are an effect of processes of homogenisation and globalisation of culture? Seeking for an answer to the problem question, she critically reviewed the academic literature in this area. In the course of analyses, the author fixed that contemporary consumer’s behaviours were shaped by the two opposite processes ‒ homogenisation, which leads to simulation of consumer’s habits, and heterogenisation under the influence of the national culture specificity. Knowledge of the cultural factors affecting customers’ behaviours allows enterprises to more efficiently influence their choices. In the article, the author made a review of the literature.

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Zachowania konsumentów względem kraju pochodzenia – produkty chińskie oczami Polaków

Author(s): Agnieszka Tłuczak,Sabina Kauf / Language(s): Polish Issue: 1/2015

For many consumers, the country of origin of the product is of the decisive importance, often even is the main criterion of purchase decision. This phenomenon is not new, though one may have an impression that in the case of “Made in China” products we deal with some type of renaissance. However, Chinese products have still been the synonym of mass scale, low price and poor quality. The unfavourable image of China, no doubt, is due to the fact that it is the biggest producer of imitations and fakes. So far China has been considered as the centre of product manufacturing – still 1/5 of the world’s production is made just there. Analysing the situation of Chinese brands and products labelled “Made in China”, we have an impression that this era has inevitable been going to the end. And though China is associated with negative attributes of manufacturing processes (cheap labour, human rights violation, low labour input), this country may show off with the most dynamic technological development and vast production capacity. An aim of the considerations is to answer the questions: How are Chinese brands perceived by Polish purchasers and what are Polish customers’ attitudes towards them? In the aim implementation, helpful will be findings of surveys carried out on the sample of 1500 respondents in January 2014.

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Ekologiczne uwarunkowania zachowań konsumenckich

Author(s): Luiza Mańkowska-Wróbel / Language(s): Polish Issue: 1/2015

An aim of considerations is to analyse the ecological determinants of consumer behaviours. In the theoretical part, there are presented the basic directions of reassures taken by the European Union for sustainable consumption as well as defined the notion of ecological awareness and characterised its impact on consumers’ behaviours. The theoretical considerations are backed up by results of research, both secondary, presenting consumers’ behaviours and attitudes towards environment friendly products in the European market, and primary, concerning consumers’ behaviours in the selected areas of the market for ecological goods and services in the Silesian Province. The article is of the research nature.

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Uwarunkowania lojalnych klientów przedsiębiorstw turystycznych

Author(s): Izabela Michalska-Dudek / Language(s): Polish Issue: 1/2015

An aim of considerations is to present the essence of the notion of loyalty as well as to indicate the determinants of consumers’ loyalty in the tourist market. Based on a review of the literature, in the article, there are formulated references and comparisons to purchasers’ behaviours in the tourist market and the tourist market’s specificity. The author undertook an attempt to implement the existing theoretical concepts on the grounds of tourism economy, proposed the definition of loyalty of tourist enterprises’ customers, identified its facilities as well as pointed out – based on the review of research surveys being carried out – to the basic determinants of occurrence of tourist services purchasers’ loyalty

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Prosumpcja racjonalizatorska użytkowników tzw. nowych mediów w kontekście ogólnoeuropejskiego kryzysu gospodarczego

Author(s): Maciej Mitręga / Language(s): Polish Issue: 1/2015

Article aim: conceptualisation and measurement of the so-called streamlining prosumption as a specific manifestation of prosumption connected with the economic crisis as well as determination of the correlative dependencies between streamlining prosumption and the selected traits of consumers. Research approach: the article is based on the deductive approach ‒ based on the literature studies, there is defined streamlining prosumption, developed the measuring model and carried out an empirical test on the sample of users of social media (n= 309). Main research findings: streamlining prosumption is relatively widespread in Poland; its level is negatively affected by consumers’ incomes; in turn, the high propensity to streamlining prosumption positively affects consumers’ savings. Practical implications: the phenomenon of streamlining prosumption can be used by different enterprises on the days of the crisis, on the model of such companies as, for instance, IKEA (e.g. furniture assembly on one’s own) or Tesco (cashdesk self-handling). Social implications: popularisation of streamlining prosumption may be treated as the global anti-crisis factor and the one establishing household budgets. Article category: research.

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Zachowania konsumpcyjne deklarowane przez studentów WNE Politechniki Koszalińskiej a style życia

Author(s): Alina Oczachowska / Language(s): Polish Issue: 1/2015

The study includes considerations concerning the consumer trends in advanced market economies. There are generally described the popular methods of market division. An analysis comprised purchasing behaviours displayed by consumers, the students of the Department of Economics (WNE) of the Koszalin University of Technology and assignment thereof in the contemporary lifestyles. The author used the method of diagnostic survey. As the model there was assumed the AIO (Activities, Interests and Opinions) segmentation, forming the statements mainly from the area of activities, interests and opinions. The surveys show that young consumers have similar opinions on some aspects of the life; also their activities are similar. Somewhat different situation concerns consumer behaviours. The individuals surveyed only learn to spend money and define their identity. There are not among them individuals definitely declaring the selected lifestyle. Persuasive messages of skilled advertisers, encouraging buying definite products, may have found fertile ground. The impact of technology and advertising on the individuals surveyed is apparent in their life and often dark. The article is of the research nature.

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Satysfakcja i lojalność klientów jako determinanta zachowań konsumentów na rynku telefonii mobilnej

Author(s): Ewa Sadowska / Language(s): Polish Issue: 1/2015

An aim of considerations is to present the factor affecting consumers’ decisions related to satisfaction with mobile services and customers’ loyalty towards service providers. For this purpose, the author carried out an analysis of findings of her own research conducted by the method of questionnaire-based survey. The carried out surveys show that consumers’ behaviours are still to a great extent dictated by economic factors; however, it can be seen that psychological factors have equally great impact on customers’ behaviours in the market. The article is of the research nature.

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Odpowiedzialny konsument jako aktywny interesariusz przedsiębiorstwa

Author(s): Magdalena Wróbel / Language(s): Polish Issue: 1/2015

In her article, the author considers the category of responsibility in enterprises’ activities and consumers’ behaviours. She assumed that the contemporary consumer is an enterprise’s active stakeholder who seeks to achieve a real influence on enterprise’s activities. To identify the relationships between responsible activities of enterprises and consumers the author carried out an analysis of Polish good practices in the area of CSR and identified the groups of responsible consumer activities. The article is of the research nature.

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Czynniki determinujące innowacyjność przedsiębiorstwa

Author(s): Eugeniusz Michalski / Language(s): Polish Issue: 6/2014

Innovation consists in transformation of ideas and creative invention in useful goods, services or technologies. It contains activities of the research, organisational, financial and marketing nature. Innovation plays different roles at each stage of the enterprise’s life cycle. The innovative-focused enterprise is able to transform an original concept in a useful outcome, it can stimulate employees to creativeness and cope with competition.

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Opinie konsumentów na temat innowacyjnego pieczywa w świetle badań jakościowych

Author(s): Marta Sajdakowska / Language(s): Polish Issue: 6/2014

An aim of the research was to define the way pastry is perceived and the criteria of selection thereof as well as to learn opinions on white pastry enriched with fibre and to indicate how much and whether at all consumers would be able to accept white pastry with an increased contents of fibre. The research was carried out in 2013 by the focus group interview method. An analysis of the material collected in the course of research shows that among the main factors of selection of pastry a great role is played by its sensory values as well as the aspects connected with purchase convenience. The respondents gave their positive opinions on pastry, and as regards the possibilities to introduce changes, i.e. addition of fibre to white pastry, there was particularly emphasised the necessity to retain its natural character and an adequate and fair manner of informing the consumer of the changes introduced in the product. The article is of the research nature

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Innowacyjność jako czynnik funkcjonowania i rozwoju polskich uzdrowisk

Author(s): Jolanta Mirek / Language(s): Polish Issue: 6/2014

In Poland, there are at present 45 localities with the spa status where operate many entities rendering services in the area of spa treatment as well as services of other nature. The changing consumers’ needs and the turbulent environment where there operate both enterprises and resort municipalities extort the necessity to introduce innovations in order to achieve competitive advantage. An aim of this study is an attempt to identify the areas of innovation at Polish resorts and to determine their impact on spa development. The article is of the conceptual nature.

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Ocena jakości usług społecznych, zlecanych przez administrację samorządową organizacjom pozarządowym

Author(s): Krzysztof Krukowski / Language(s): Polish Issue: 5/2014

An aim of considerations is to present proposals to apply the concept of assessment of quality of social services, based on assessment of customer’s satisfaction, in the process of contracting services by public organisations. For the purpose of aim implementation, there was applied the method of analysis and critical review of the subject literature. In result of the analysis, there are presented the possibilities to apply the concept of assessment of quality of social services based on customer’s satisfaction. The presented methods of assessment are such a universal measuring tool that it is possible to use them for assessment of quality of all social services. The second argument speaking in favour of possibilities to apply these methods is the fact that this research allows identification of the factors deciding customers’ satisfaction with services provision, what seems to be very important from the point of view reasonability of spending public funds. It allows improvement of services rendering in the future. The article is of the conceptual nature.

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