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Czas wolny jako determinanta marketingu usług turystycznych

Author(s): Agnieszka Niezgoda / Language(s): Polish Issue: 36/2014

Leisure time is a prerequisite for participation in tourism. However, the impact of leisure time on the tourist services market is much bigger. Namely, it affects primarily consumer behavior which reflects changes in the perception, importance, price and division of leisure time. This paper’s aim is to analyze the role of leisure time (in a demand-related approach) in determining marketing of tourist services. The role of time has been presented in the process of shaping the tourist product, its price, distribution and promotion. The paper is of a theoretical nature with studies of literature on the subject as the adopted research method.

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Zachowania zakupowe polaków w świetle badań własnych

Author(s): Mirosława Janoś-Kresło,Anna Dąbrowska / Language(s): Polish Issue: 36/2014

The objective of the paper is to identify Poles' purchasing behavior, who are considered as being competent as regards the idea of sustainable consumption. On the background of theoretical considerations, the author refers to the findings of omnibus research and quantitative research with the use of a interview questionnaire (the main research) concerning shopping influenced by an impulse and promotional actions as well as emotions (feelings) which accompany consumers in case of purchasing needless things. Both researches were conducted on a nation-wide, 1000 persons sample, in the period of June-July of 2013. The paper states two theses: Poles buy influenced by an impulse and promotional actions and Poles with competences in the area of sustainable consumption while buying needless things more often have feelings of remorse than joy (satisfaction). Both theses were positively verified.

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Struktura i hierarchia oczekiwań konsumentów dla wybranej kategorii produktów w ujęciu jakościowym

Author(s): Robert Maik / Language(s): Polish Issue: 36/2014

The use of the term “consumers’ expectations” is widespread in both models and definitions existing in the field of quality management, marketing, and consumer psychology. In the literature, however, the aforementioned expression seems only to be a ‘black box’, the phrase easy to use in different contexts, but with unknown and undefined nature. The study aimed at identifying an internal structure of consumers’ expectations was undertaken, with the goal of discerning their individual components, and possible patterns and regularities. The aim of this paper is to present preliminary results of that study, especially in the area of consumer’s expectations components, and their hierarchy in a particular product category.

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Nowe uwarunkowania wpływające na zachowania klientów w procesie zakupu usługi ubezpieczeniowej

Author(s): Beata Nowotarska-Romaniak / Language(s): Polish Issue: 36/2014

The development of the insurance market and intensifying globalization and internationalization of the insurance market in Poland are not without influence on the behavior of customers. Fast system changes caused not only infrastructure transformation on the insurance market but also intensified changes in customer behavior in the process of purchasing insurance services. The paper discusses the new trends in customer behavior based on a survey conducted in January 2014

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Oczekiwania konsumentów względem internetowych źródeł informacji – wyniki badań

Author(s): Joanna Kos-Łabędowicz / Language(s): Polish Issue: 36/2014

Using internet-based information sources in process of making a purchase decision is a steadily rising trend among consumers. Different information sources are used with different frequency, often depending of type of the product and stage of the decision process. A crucial part of the information search is the quality and accessibility of the internet sources. Based on original research concerning internet-based information sources in customer purchasing decisions, author shows most common complications that may occur when consumer is using internet-based information sources, along with potential changes and improvements in the area.

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Żywność pochodzenia morskiego jako produkt luksusowy

Author(s): Joanna Newerli-Guz,Paulina Szychowska / Language(s): Polish Issue: 36/2014

Fish and their products play a crucial role among luxury food products. Their perception as a luxury determine high price of these products on the one hand, high nutritional value, problems with access, and trend of purchasing for some of them on the other hand. The paper discusses all of these sea foods differentiators, which is considered as a luxury. The literature data were referred to the obtained results. Questionnaire survey method relating to perceptions of luxury fish, fish products and seafood was used. The study confirmed the positioning of selected products such as caviar, sushi or different fish meat as a luxury.

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Lojalność „młodych dorosłych’ względem sklepów internetowych

Author(s): Leszek Gracz / Language(s): Polish Issue: 36/2014

The purpose of the paper is presenting and analyzing an important aspect of “young adults” online purchase behavior – their loyalty towards internet shops. The level of loyalty in behavioral attitudinal way has been determined. 54% of “young adults” who make online purchases manifest loyalty towards internet shows. The paper also indicates factors increasing loyalty of “young adults” towards internet shops. These are frequency of online shopping, income, occupational status and place of living.

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Zachowania młodych polskich konsumentów na rynku żywności ekologicznej

Author(s): Joanna Petrykowska,Iwona Escher / Language(s): Polish Issue: 36/2014

The purpose of this paper is to determine the frequency of purchase of organic food by the young Polish consumers, the main reasons for its choice and important factors which are the barriers for its purchase and consumption. To achieve the purpose, the literature on ecology and customer behavior was applied as well as the data obtained from the research carried out in February- March 2014 on a sample of 617 respondents (young polish customers). Most of the people participating in the research buy organic food. Their main motives for buying organic food are related to health (their own and their relatives), willingness to try something new and concern about the environmental protection. The main factors which limit them in the process of buying organic food are: its high price, too small selection of this food in the shops where the young consumers usually do shopping and too small number of shops in which they can buy this kind of food.

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To nie jest kraj dla starych ludzi, czyli marketing 60+ w Polsce

Author(s): Anna Niedzielska / Language(s): Polish Issue: 36/2014

In the introduction to the paper it was assumed that, searching new markets, marketers should direct their activity towards senior consumers. Some statistical data showing continuous increase of this sector were presented in order to confirm the assumed thesis. In the further part of the paper some deliberations concerning the specificity of senior market in Poland were presented. Most of all the attention was paid to its attractiveness for marketing activity, the problem of older people needs understanding and stereotypes in thought of this market. In the last part of the paper some results of a short survey about silver marketing carried out among students of nonstationary studies at Faculty of Management, Częstochowa University of Technology and some conclusions on the basis of literature and field studies were presented.

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Diagnoza poziomu etnocentryzmu konsumenckiego Polaków, Słowaków i Rumunów z wykorzystaniem metody CETSCALE

Author(s): Andrzej Szromnik / Language(s): Polish Issue: 35/2014

The results of the empirical research have been presented in the following publication. Their main aim was to define the consumer ethnocentrism level of the inhabitants of Poland, Slovakia and Romania. The main source material was acquired due to direct interviews, conducted in three towns: Rzeszów (Poland), Kosice (Slovakia) and Oradea (Romania), in a chosen group of 1200 respondents (400 people in each town). The international CETSCALE questionnaire, which has been subjected to the validation process, has been used as a measuring instrument. The analyses presented, clearly indicate that Polish, Slovakian and Romanian consumers show ethnocentric tendencies. However, the strongest CET scale values have been obtained in Slovakian community. It has also been noted that demographic factors have meaningful influence on the ethnocentric level of the three researched groups

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CSR szansą dla osób niepełnosprawnych

Author(s): Magdalena Maciaszczyk / Language(s): Polish Issue: 35/2014

The fact that disabled people don’t have an equal access to provided services or products offered does not simply mean that it is because of architectural barriers. Among others an inequality in the access to employment results in the lack of financial self-reliance. It is easy to notice that many employers are very unwilling to use knowledge or different experience of disabled persons in raising the competitiveness of the company by using the inspiration and introducing innovations that can result in the considerable section of loyal consumers. Polish enterprises are not entirely aware of assumptions of the CSR concept or managing diversity. That is why a stereotypical perceiving of disabled persons defines their position on the labor market and results in their financial fluency and psychological welfare. The paper throws some light on the situation of disabled people in the context of CSR.

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Społeczna odpowiedzialność przedsiębiorstw (CSR) – mit czy rzeczywistość?

Author(s): Barbara Kos / Language(s): Polish Issue: 35/2014

Modern processes such as internationalization, globalisation or regionalization together with increasing social and ecological awareness result in new challenges emerging before organizations. The ability to live up to requirements of modern business environment includes, among others, the realization of conception of socially aware and responsible organization. The success of corporate social responsibility strategy is dependent on many economic, social, institutional and cultural factors. The purpose of this paper is to present the essence of CSR, legal conditions and normalisation of CSR and CSR data selected according to the report of the UN Global Compact.

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Prowokacja czy społeczna odpowiedzialność? Trendy w reklamie XXI wieku na przykładzie branży mody

Author(s): Robert Nowacki / Language(s): Polish Issue: 35/2014

The paper considers the issues of the use of in provocative contents or corporate social responsibility references in advertising. Due to the intense development of the advertising market, the ever growing number of issued messages and the growing recipients’ dispiritedness, advertisers are looking for new ways of approaching consumers’ awareness and arousing the desired market behavior. More and more often they reach for creative solutions, using motives of provocation, arousing doubts of the ethical nature and breaching the world-view principles. The opposite way is connected with reference in advertising messages to the corporate social responsibility. The aim of the paper is an attempt to answer the question how the provocative motives are received by consumers and, in result, whether their use is more efficient than the use of socially responsible contents. The basis for considerations are outcomes of the quantitative and qualitative researches carried out among advertisement recipients. The results show that provocation in advertising of fashion products has a great impact on message noticeability and interest in the product, though not always it is connected with willingness to buy it.

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Typologia konsumentów na rynku produktów ekologicznych

Author(s): Lucyna Witek / Language(s): Polish Issue: 35/2014

The problem of environmental degradation results in the interest of consumers and businesses. An important aspect for the development of marketing activities are research on the typology of consumers, which make it possible to obtain information about the consumers market behavior, their conditions and mechanisms, as well as they are an important assistance in market segmentation, providing a much information and creating the basis in the range of needs and product groups. The objective of the paper is presentation of methodological aspects of the consumers typology and characterization of its role in creating a marketing strategy. There are indicated examples of consumers typologies on the organic products market, using the results of the secondary research.

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Postrzeganie autentyczności jako determinanta zachowań konsumentów na rynku regionalnych i ekologicznych produktów żywnościowych

Author(s): Paweł Bryła / Language(s): Polish Issue: 35/2014

Authenticity is a multidimensional construct. The perceived authenticity of a product is strongly related to its origin, which is expressed by the factors of time (history), place (area), socialization (local community) and naturalness (raw materials). This paper presents selected theoretical concepts concerning the significance of authenticity in marketing as well as our own empirical results. On the basis of a nationwide research study of young and educated Polish consumers, it was found that the perceived authenticity of origin products was associated with such factors as consumer knowledge, labeling and the location of the point of sale in the area of origin of the product, whereas for organic products, high importance was observed regarding the distribution channel and the European quality sign apart from labeling and consumer knowledge.

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Komunikacja z rynkiem docelowym w ramach marketingu zrównoważonego

Author(s): Iwona Wilk / Language(s): Polish Issue: 35/2014

The purpose of the paper is to present the theoretical specifics of sustainable marketing communications in the company. To achieve this purpose the study of mainly foreign literature has been performed. Due to the increasing role of sustainable development in the market activity of companies, sustainable marketing communications gains significant importance. It allows desirable development of both sustainable consumers’ attitudes and the image of sustainable company.

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Związek kraju pochodzenia marki z wybranymi aspektami jej postrzegania

Author(s): Marcin Gąsior / Language(s): Polish Issue: 35/2014

The purpose of the paper is to present the results of the research on the relation between supposed by the consumer (not always consistent with the actual state) country of brand’s origin and brand’s perception. The brand perception is expressed by a set of universal criteria, which are common for various products. The research included, among others, brand prestige, brand quality, functionality and aesthetics. The research analysis made it possible to indicate countries which have a negative or positive impact on the image of the brands. The research analysis allowed also assignation of stereotypical perception of particular countries.

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Efekt kraju pochodzenia produktu a decyzje nabywcze polskich, ukraińskich i rumuńskich konsumentów

Author(s): Elżbieta Wolanin-Jarosz / Language(s): Polish Issue: 35/2014

The results of empirical research have been presented in the paper. Their main aim was to determine attitudes and preferences of Polish, Ukrainian and Romanian consumers in relation to the products’ country-of-origin. The main source material was achieved thanks to direct interviews conducted in three cities: Rzeszów (Poland), Iwano-Frankowsk (Ukraine) and Oradea (Romania), on the sample of 1200 respondents (400 people in every city). The questionnaire was used as a measuring tool. The presented analyses showed that, among others, the effect of a product’s country-of-origin is not a factor which decides about purchasing a certain good in the opinion of Polish, Ukrainian and Romanian consumers. Nevertheless, the respondents in their market choices pay attention to the following criterion. Moreover, the people who took part in the questionnaire unambiguously said that the most important features describing domestic products were: high quality and ecology; however foreign products were described in terms of modernity and conformity with fashion.

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Determinanty rozwoju zrównoważonej konsumpcji w Polsce – wybrane zagadnienia

Author(s): Magdalena Sobocińska,Krystyna Mazurek-Łopacińska / Language(s): Polish Issue: 35/2014

Sustainable consumption is integrally linked with sustainable development. The essence of this concept is to reduce the extent of poverty and social exclusion and to ensure future generations the development analogous to today’s, as well as preserving the cultural diversity. Determinants of the development of sustainable consumption in Poland should be seen primarily in the context of changes in the hierarchies of values and lifestyles, and cultural transformation of Polish society. Deliberations in the paper are also conducted in the context of the contribution of marketing to the achievement of sustainable development and the growing importance of activities consistent with the idea of environmental marketing, social marketing, and responsible marketing.

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Jarmarki jako forma promocji produktów tradycyjnych

Author(s): Agnieszka Smalec / Language(s): Polish Issue: 35/2014

For several years it can be noticed, that the producers, regional authorities and consumers have been increasingly interested in traditional products. More and more people perceive traditional products as an attraction and realize that they should be protected and promoted. These products are a kind of showcase and even a region’s brand. They contribute to the fact that their region of origin is widely recognized. In order for traditional products to be recognized there is a need for taking appropriate promotional activities aimed at familiarizing the audience with them and emphasize their uniqueness, at the same time encouraging their purchase. One of the important forms of promotion are ethnic fairs. Thus the paper addresses the issues of the use ethnic fairs for promoting traditional products, mainly food. Ethnic fairs are the meeting point for supply and demand, effectively allowing reaching customers and suppliers. Today, ethnic fairs are often local in range or are the kind of the festival of a wider scale. The paper is a review and the author's intention is to stimulate discussion on these issues. Exemplification is made on the basis of selected ethnic fairs, emphasizing their importance for the promotion of traditional products. The main research method is documentary analysis and case studies.

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