Search results - CEJSH

1

Wideografia jako metoda badań zachowań konsumenckich

100%

Tkaczyk J.

Marketing i Rynek

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2012

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vol. 19

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issue 3

14-20

EN

The main aim of the paper is to present a videography as a new method in consumer research. This paper examines the role of videography, gives insight in techniques and tools and varieties of videography. Videography is the qualitative research method based on using video to conduct and present research..

2

Zmiany w sferze konsumpcji w wybranych krajach

100%

Danielak W.

Problemy Zarządzania

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2013

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issue 1/2013 (40) t.1

11-22

PL

W artykule ukazano złożoną naturę zachowań konsumentów, które w warunkach kryzysu gospodarczego ulegają zmianom, oddziałując na zachowania ekonomiczne jednostki. Realizacji powyższego celu sprzyjało ukazanie roli konsumenta jako podmiotu ekonomicznego oraz przykładów empirycznych odnoszących się do zmiany jego zachowań w wybranych krajach europejskich w warunkach kryzysu gospodarczego.Przeprowadzone analizy wskazują, iż kryzys w różnym stopniu oddziałuje na zachowania konsumentów i innych uczestników rynku, powodując ich zmiany. Oznaki kryzysu uwidaczniają się w decyzjach konsumentów, którzy dostrzegając niepewną sytuację i możliwości wystąpienia różnych rodzajów ryzyka, podejmują bardziej lub mniej przemyślane decyzje, ponadto poszukują sposobów przezwyciężenia kryzysu. Skutki kryzysu mogą być bardziej dotkliwe dla jednych konsumentów, a mniej uciążliwe dla innych.

EN

In the article a folded nature of behavior of consumers was shown, which, in the conditions of an economic crisis is undergoing changes, influencing “economic behavior of the individual”. The realization of the above purpose was supported by the presentation of the role of the consumer as the “economic subject” as well as empirical examples relating to the change in his behavior in selected European countries in economic crisis. Conducted analyses show that the crisis, to a different extent, has an influence on the consumers’ and other market participants’ behavior, causing changes. Indications of the crisis are seen in consumers’ decisions, who, noticing the precarious situation and possibilities of the appearance of different risks, make their decisions, more or less thought through. Moreover, they seek ways to overcome the crisis. Effects of crisis can be more severe for some consumers and less troublesome for others.

3

Time Value and Values Delivered By Marketing

100%

Awdziej M.

Management and Business Administration. Central Europe

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2014

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vol. 22

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issue 4

95-108

EN

Purpose: The aim of the study is to discuss the problems related to consumer time valuation and its implications. This domain remains relatively unexplored in marketing literature. Methodology: The author approached the time valuation problem in a synthetic and interdisciplinary way. To facilitate the analysis of time characteristics as a consumer resource and temporal decisions, the comparison with money was applied, which is an approach well established in the literature. Findings: Time can be a source of value only to selected consumers, as not all perceive time as scarce. Mental accounting for time is difficult; hence consumers tend to use heuristics to arrive at their temporal decisions and prefer immediate discounting of temporal benefits. Contrary to a popular adage, time is not money, at least in the context of the majority of consumers’ decisions. Research limitations/implications: Despite growth in the number of publications, knowledge of temporal aspects in consumer behavior is limited and fragmented. Less is known about how to turn the perceived value of time into customer value. Further investigation is needed to identify consumer groups that truly value time. Practical implications: The knowledge of temporal aspects of consumer behavior, and how consumers value time, would be of particular use in the service industry, where the “when” of customer value is usually provided in the form of “convenience”. Originality: This study sheds light on research gaps in the literature in an under- investigated subject, examining the link between the perceived value of time and possibilities to generate value based on temporal benefits.

4

A survey of Polish consumers’ views on health and nutrition claims made on food packaging

100%

Majcher S.

Marketing Instytucji Naukowych i Badawczych

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2021

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vol. 42

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issue 4

1-16

EN

Goal: To examine the impact of nutrition and health claims on Polish consumers' buying attitudes and intentions. Design/methodology/approach: A questionnaire-based survey was conducted with a group of 200 Polish consumers using the CAWI method, selected by means of purposive, "snowball" sampling. The survey form consisted of 4 parts: A - evaluation of photos of sample products with nutrition claims, health claims, both type of claims, or no claims (control group); B - answering questions about food labelling and the use of nutrition claims; C - opining on health and nutrition claims presented as separate, non-product-specific messages. Findings: The perception of the health and nutrition quality of products with health and nutrition claims was found to be strongly dependent on the consumer's attitude towards a given type of food. The presence of claims seems to have a neutral effect on the perception of the taste of products connoted with healthy eating, but a negative influence in the case of products considered unhealthy. Despite the great interest in the information contained in the labels of food products and healthy eating, Polish consumers still display only a slight degree of knowledge about such claims. At the same time, they seem to be skeptical of the reliability of the health and nutritional- related information on the packaging of food products, which is not correlated with their level of knowledge on the subject. The presence of claims is not decisive for consumers in terms of making purchasing decisions, and claims are less important to them than the use-by-date or the price of the product. Also, claims do not mean the product is perceived by consumers as less caloric. Practical implications: In order to meet the expectations of modern consumers, food producers should consider placing both types of claims on labels, as well as undertaking other promotional activities that draw consumers' attention to the health and nutrition benefits of their products. Due to the fact that a good knowledge of and interest in healthy eating does not translate into a better understanding of nutrition claims, it is necessary to increase consumer awareness of food law. Due to consumer skepticism about health and nutritional-related information, food producers should ensure that the information on their product labels is as consistent as possible. Originality and value: This is one of the few studies conducted among Polish food consumers that examine how the presence of health and nutrition claims on food labels affect perceptions and purchasing intentions regarding food products.

5

How do you get academics to buy on impulse? Challenging e-consumers under a magnifying glass

100%

Stadnicka A.

Academic Review of Business and Economics

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2022

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vol. 3(2)

38-60

EN

Online impulse buying is a complex behavior that is determined by many factors, not only external but also internal. Some consumers are less prone to irrational behavior than others. The aim of this study was to explore the impulse buying tendencies of challenging e-consumers. Due to the specificity of the profession, characteristics of highly educated people, and the generational mentality, academics of Generation X were assumed to be representatives of these e-consumers, unwilling to impulse buying. The data collected with an online survey confirmed this assumption. Respondents had not only a negative opinion of studied behavior but also a low tendency to it. Furthermore, this study was to indicate a group of stimuli that would induce unplanned purchases among challenging e-consumers. The results suggest that academics are more prone to impulse buying if it can be rationalized with, e.g., product utility or monetary savings, than in the case of purely emotional or hedonic reasons.

6

Gamification – the key to in-depth exploration of consumer behavior in market research

100%

Ścibor-Rylski M.

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

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2019

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vol. 53

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issue 1

EN

Theoretical background: Games are used in various fields beyond pure entertainment: education, health services or human resources. They are also considered one of the most rapidly growing trends in marketing. Using gamifiation to engage the consumer and increase his loyalty is commonly used in nearly all product categories. Playing games is fun and companies use it to attract and involve the consumers in their brands’ activities. In addition, the role of gamification in market research is increasing. It helps to understand consumer behaviour by inducing a more natural mood in the survey process, and increasing engagement and the cognitive accessibility of often hidden information. The effectiveness of gamification requires systematic verifiation in the experimental research. Researchers indicate the positive effect of gamified research on respondents’ engagement and efficiency.Purpose of the article: This article presents the current state of knowledge in the field of gamification in market research. Its main purpose is to share the author’s own research results which are the replication of former results showing the positive effects of gamified tasks used in surveys.Research methods: An experiment was conducted to verify the hypotheses regarding the increased effectiveness of gamified tasks compared to the regular approach as well as to the well-known projective techniques. A total of 132 participants were split into three groups: control, experimental 1 (projective techniques or simple gamification – addition of extra rules to regular questions) and experimental 2 (more complex, narrative and contextual tasks based on gamification).Main findings: The hypothesis was confirmed and the former effects were replicated – gamified tasks increase the respondents’ effectiveness compared to the standard tasks and also compared to the use of the well-known projective techniques.

7

Zachowanie konsumentów w procesie zakupów internetowych – w Polsce

100%

Kuch S., Świerczyńska P.

MIND Journal

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2020

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issue 10

1-23

EN

What makes consumers buy online? What kind of behavior is involved in this process? The emergence of the Internet as a medium and the possibility of making transactions online has led many consumers to start shopping this way. Online shoppers are guided in their decision making by certain conditions, factors of psychological nature, as well as in the real world. Consumer behavior in the online shopping process is highly dependent on marketing activities. The study summarized in this article presents the accompanying behavior when consumers shop online and the categories of goods, which they choose predominantly while shopping remotely. Nowadays, it is not enough to compete by price anymore. Consumers expect that an online retailer will take care of their needs at every stage of the purchasing process.

8

Zachowania konsumentów wobec nowych trendów konsumpcji – wyniki badań

100%

Sobczyk G.

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

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2018

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vol. 52

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issue 1

EN

External and internal conditions of Polish households consumption are favorable the appearance of new trends in consumer behavior. The article is an empirical attempt on verification of interest and acceptance of global consumer trends actually present on the Polish market. The online survey was conducted in 2017 on a sample of 459 households. New observed phenomena is growth and changing structure in consumption, its greening, virtualization, responsible consumption, co-consumption, intelligent (“smart”) shopping, ethnocentrism and other.

PL

Uwarunkowania zewnętrzne i wewnętrzne konsumpcji polskich gospodarstw domowych sprzyjają pojawieniu się nowych trendów w zachowaniach konsumentów. W artykule podjęto próbę empirycznej weryfikacji zainteresowania i akceptacji obecnych już na polskim rynku globalnych trendów konsumenckich. Badanie online przeprowadzono w 2017 r. na próbie 459 gospodarstw. Nowe zaobserwowane zjawiska w konsumpcji to jej wzrost i zmieniająca się struktura, ekologizacja, wirtualizacja, odpowiedzialna konsumpcja, współkonsumpcja, inteligentne („sprytne”) zakupy, etnocentryzm i inne.

9

Konsumpcja kolaboratywna jako nowy trend konsumencki

100%

Wardak P., Zalega T.

Studia i Materiały

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2013

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issue 2013 (16)

7 - 32

PL

Celem artykułu jest wykazanie, że młodzi ludzie zamieszkujący duże miasta Polski są nieufni w stosunku do współdzielenia dóbr z nieznajomymi, a co za tym idzie, zdecydowanie chętniej korzystają z konsumpcji kolaboratywnej, gdy znają osoby, z którymi dokonują transakcji. Ponadto w artykule podjęto się próby wykazania, że jednym z kluczowych motywów uczestniczenia młodych ludzi w konsumpcji kolaboratywnej są względy finansowe. Struktura artykułu jest następująca. Po wyjaśnieniu pojęcia konsumpcji kolaboratywnej i jej podstawowych form, skoncentrowano się na omówieniu zjawiska i narzędzi wspierających rozwój konsumpcji współpracującej oraz istoty zaufania do tego alternatywnego trendu konsumenckiego. Po omówieniu metodologii badania oraz krótkim opisie próby badawczej, skoncentrowano się na analizie konsumpcji współpracującej w zachowaniach nabywczych ankietowanych konsumentów, a w szczególności na stosunku ludzi młodych, zamieszkujących duże miasta Polski, do konsumpcji kolaboratywnej oraz najistotniejszych czynników kształtujących uczestnictwo respondentów w tym nowym trendzie konsumenckim. Podsumowanie rozważań i ważniejsze wnioski kończą niniejszy tekst.

EN

The purpose of this article is to demonstrate that young people living in large Polish cities are distrustful of sharing different goods with strangers, and therefore, they are much more likely to benefit from collaborative consumption when they know the people with whom they make the transaction. Furthermore, the article is an attempt to show that financial reasons are one of the key factors for young people to participate in collaborative consumption. The structure of the article is as follows. The presentation of the concept of collaborative consumption and its basic forms is followed by a discussion about different tools supporting the development of collaborative consumption and the meaning of trust in such an alternative consumer trend. The next section of the article presents research methodology and a brief description of the study sample. Subsequently, the analysis focuses on collaborative consumption in the buying behavior of young people living in big Polish cities and on the most important factors influenacing the participation of the respondents in this alternative consumer trend. The article ends with a summary of the discussion and major conclusions.

10

Consumer behaviour on the e-commerce market in the light of empirical research in Lubuskie voivodeship

100%

Kułyk P., Michałowska M.

Management

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2016

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vol. 20

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issue 1

239-255

EN

The main aim of this article was to identify the behavior of consumers in the e-commerce market in Poland, according to the model of e-customer as adopted by Meier and Stormer. An attempt was made to answer the following questions: whether education has an impact on the propensity to make purchases over the Internet and the level of concern about Internet security, what are the greatest limitations of e-commerce, whether there is a clear link between the assessment of the overall impression of shopping online and satisfaction with service. The study shows that the largest group of respondents make purchases in online stores after carefully reading the information relating to the e-business and the products it offers, often adding a Web address to favorites returning later to obtain detailed information, or return to some services. At the same time they show a great interest in the price and terms of delivery. The research procedure used the analysis of literature, statistical data and results of the survey respondents of Lubuskie voivodship.

11

Consumer Behavior on the Organic Fruit and Vegetable Market: The Evidence from Poland

100%

Pawlak J., Wróblewska W.

Journal of Marketing and Consumer Behaviour in Emerging Markets

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2022

|

issue 2(15)

24-36

EN

Consumer opinion and behavior research plays an important role in the development of the market of specific products. Currently, research in the field of consumer behavior towards organic food, which is gaining popularity on the Polish market whose production is in line with the concept of sustainable development and the European Green Deal related to it, is of particular importance. The aim of the study was to analyze the opinion and behaviors of consumers as regards organic fruit and vegetables and the promotion of these products as a determinant of them. The data for the analyzes came from empirical research conducted in Lublin at the turn of 2019 and 2020 by means of a proprietary questionnaire. The research was carried out on a sample of 534 respondents aged over 18. The scope of the research covered the opinions and behaviors of consumers towards organic fruit and vegetables as well as the factors determining the commencement of making or increasing the frequency of purchases of these products. An attempt was also made to defi ne the relationship between the opinions and behaviors presented by consumers and their demographic and socio-economic characteristics. The results of the research show that half of the respondents purchased organic fruit and vegetables, of which only 1/4 claimed to do so regularly and quite often (several times a week). The respondents most often purchased these products in specialized stores – with organic food. According to the surveyed consumers, organic fruit and vegetables are rich in nutrients, healthy and safe, and produced using environmentally friendly methods. The most important factors influencing the increase in purchases and consumption and thus the development of the market for organic products were the increase in the availability of this product category in the places of everyday shopping and the reduction of their prices as the most important factors. The conducted research showed that for the respondents, promotional campaigns aimed at popularizing organic food, its values and impact on human health are not without significance.

88%

Ozimek I., Maciejewski G., Kita P., Szlachciuk J.

Journal of Economics and Management

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2023

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vol. 45

68-101

EN

Aim/purpose - The paper aims to present a preliminary consumer typology based on the declared nutritional behaviors and selected lifestyle elements of Polish and Slovak consumers. Design/methodology/approach - The research was conducted in the first half of 2019, among non-randomly selected subjects representing their households from Poland and Slovakia. The empirical part of the work is based on the results of research employing a structured standardized interview. Cluster analysis was used in the analysis of the results. Findings - The results of the research showed that the eating behaviors of Polish and Slovak consumers differ. Some Polish and Slovak consumers follow the principles of healthy eating. Among Polish consumers we distinguished four types of consumers: I - "Driven by the principles of healthy eating"; II - "Implementing the principles of healthy eating"; III - "Ordinary bread eaters"; IV - "Consciously unaware." In turn, among Slovak consumers, we distinguished also fourth types: I - "Driven by the principles of healthy eating"; II - "Exercise and drink milk!"; III - "Not attaching importance to healthy eating"; IV - "Eat tastily and healthily." The distinguished types of consumers can be the basis for the food market segmentation. Knowledge of the typology based on declared eating behaviors and selected aspects of the lifestyle may enable food producers to develop an appropriate marketing strategy. Research implications/limitations - A certain limitation may be the non-random sample selection. An important aspect would also be to expand the analyzed research thread with additional aspects related to eating behavior and lifestyle. Another limitation is that the clusters were delivered in two separate processes for Poland and Slovakia, respectively. As a result, the clusters are different and represent two different typologies. Originality/value/contribution - The research may be an important source of information for researchers dealing with consumer typology. The distinguished types of consumers can be the basis for the food market segmentation.

20

The Increasing Popularity and Service Quality Assessment of Online Food Ordering Applications in the COVID-19 Pandemic. A Study of Uber Eats in Poland

75%

Ziółko M., Sułek K., Suprunenko Y., Werońska K., Dziedzic D.

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

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2021

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vol. 55

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issue 4

73-95

EN

Theoretical background: The COVID-19 pandemic has a significant impact on every aspect of the economy and society. It forced changes in the functioning of many enterprises, also in the field of food production and delivery, and widely understood supply chains. The situation in the world has also contributed to changes in consumer behavior, which translated into, for example, forms of food delivery and payment.Methods: The aim of the study is to determine the level of satisfaction of Uber Eats consumers in Poland, as well as customer behavior and habits during the COVID-19 pandemic. Another aim of this study is to identify problems and causes of customer dissatisfaction at every stage of the delivery chain. A survey of Uber Eats users is conducted to collect data on the level of satisfaction with the services offered by this company. The collected data was analyzed by means of a comparative analysis covering the two periods in which the study was conducted.Results and conclusions: Researching customer satisfaction in various areas has long been of interest to scientists. Particular interesting conclusions in this regard can be observed during the restrictions related to the COVID-19 pandemic, which introduced many restrictions in the everyday life of consumers, e.g. restaurants and eateries were closed, it was only possible to order take-out or with delivery. Research carried out at that particular time could change the behavior of customers, influence their opinion, and change the requirements and preferences. The study enables a new look at food ordering services in times of epidemics and evaluates the functioning of the Uber Eats supply chain in Poland.

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