EN
The problem of the Polish economy is low factor competitiveness. The businesses are commonly believed to be of great importance in creating competitive economy, whereas the aims of businesses are greatly regulated by consumers. Consumers, being the least significant yet the most numerous section of economy, are the entity which both entrepreneurs and different business groups must recognize. New conditions and socio-economical phenomena, resulting from the process of transformation of the Polish economy, show distinctive growth of importance of market consumption. The lack of relatively solid and harmonized attitudes in mutual exchange of economic subjects on goods and tangible and intangible services market on the one hand and the lack of them on the employment and financial markets on the other hand do not condition creating a stable and homogenous system of behaviour in a widely conceived intra-economical cooperation. Not downgrading the role of businesses in building competitive economy it may be argued that consumers, through their participation in widely conceived market game (social), initiate the processes shaping directly and indirectly the (present and future) competitive capability of economy.