AN EVALUATION OF THE IMAGE OF POLAND AS A NATIONAL BRAND PERCEIVED BY YOUNG FOREIGNERS

The article provides an overview of the literature on notions including national image, national brand and national branding, then presents selected campaigns promoting Poland in the international arena. It evaluates how Poland, as a national brand, is perceived by young foreigners. Empirical studies were conducted among foreigners at the age of 20-25. 103 respondents from 23 countries participated in the research. The most common associations respondents had with Poland were history, Pope John Paul II and Polish vodka. Warsaw and Krakow are definitely the most recognizable Polish cities. Many respondents expressed positive opinions about Poland’s nature, landscapes, mountains and seaside. Among numerous events organized in Poland, the most well-known were the European Football Championship EURO 2012, the Woodstock Festival and Wroclaw – European Capital of Culture 2016. I believe Poland continues to be perceived through stereotypes, with associations to the Pope, vodka and religion predominating. These were enumerated as the main associations in a 2011 study and since then, despite Poland’s numerous promotional work in the international arena, there has been no success in creating new associations, such as Poland being an innovative and modern country or its people being entrepreneurial, to name two

INDICATIONS OF CONSUMERS’ PROSUMER BEHAVIOUR ON THE FOOD MARKET

The objective of this article was to identify examples of prosumer behaviour in the food market, to examine the degree of customer involvement and to measure the attitudes (opinions) of respondents regarding customer engagement in creation/improvement of a product. The most popular activities undertaken by consumers in the field of prosumption were selected and consumer involvement in various types of marketing campaigns organized by producers was determined. The survey was conducted among 320 respondents. The conducted research indicates consumer activity in the field of prosumption; however, respondents mainly manifest behaviour that do not require them to be very active. Sharing opinions on purchased food products is one of the manifestations of prosumer behaviour and these actions are undertaken with great frequency and willingness. The study also identified consumer participation in creating new products and improving existing ones. Over half of the respondents (64.4%) declared that they participated in these activities, however their participation is rare or very rare. In addition, consumers express positive opinions about the organization of such activities by companies and most of them believe that there are too few such activities on the market

Rola promocji w kreowaniu wizerunku regionu – instrumenty, narzędzia, trendy. Przykład województwa świętokrzyskiego

W artykule zaprezentowano teoretyczne aspekty związane z marketingiem terytorialnym, koncentrując się w szczególności na instrumencie jakim jest promocja. Współcześnie pojęcie promocji jest bardzo szerokie i w ramach jej mamy możliwość wykorzystania różnych narzędzi, zarówno tych tradycyjnych jak i niestandardowych. Popularność tych ostatnich wynika w dużej mierze ze zmian w zachowaniach konsumentów spowodowanych chociażby rozwojem Internetu, a w tym portali społecznościowych, blogów itp. Pojęcie promocji, marki, wizerunku jest dzisiaj używane w odniesieniu nie tylko do towarów, firm, ale również miejsc, a więc regionów, miast, województw czy gmin. Celem niniejszego artykułu jest przedstawienie szerokiego spectrum działań promocyjnych jakie zostały zrealizowane w województwie świętokrzyskim, określenie rezultatów tych działań w aspekcie ilościowym a także wizerunkowym. Ponadto zbadano poziom rozpoznawalności kampanii promocyjnych i ich związek analizowanym regionem. Aby zrealizować powyższe cele przeprowadzono badanie przy użyciu internetowego kwestionariusza ankiety. Grupę badawczą stanowiło 238 respondentów pochodzących z całej Polski, którzy dobrowolnie wypełnili kwestionariusz. Wyniki badań potwierdzają potrzebę prowadzenia działań promocyjnych w regionach, gdyż działania te przyczyniają się do kreowania wizerunku regionu, zwiększenia liczby osób odwiedzających dany region, a pomimo dużego „szumu informacyjnego” działania te są zapamiętywane przez odbiorców

The influence of inflation on the economic situation of households in Poland

PURPOSE: After several years of deflation, one should not be surprised by emerging consumer inflation. We are facing this situation in the Polish market from 2017 onwards. In 2022 it even intensified and changed into galloping inflation, i.e., a double-digit number expresses the price increase percentage. The general objective of the article is to present the main causes of inflation and its deepening consequences for society, as well as to indicate the direction of measures to be taken to curb inflation in Poland.DESIGN/METHODOLOGY/APPROACH: The study is based on primary and secondary sources of information. The secondary information source for this research was the data from Central Statistical Office GUS, Eurostat. The analysis included the years 2015-2022, which enabled capturing the inflation situation and changes in income, expenditure and consumption in Polish households. The source of primary information was the results of our own research. The level of nutritional needs satisfaction of households has been estimated based on econometric analysis methods. The evaluated elasticity factors constituted the factual basis for performing quality and quantity assessment of consumption structure.FINDINGS: The research results touched on the main causes and directions of measures to curb inflation in Poland. The findings of the presented study point to the fact that there is a significant relationship between the level of inflation and the consumption behaviour of households. The low level of income-poor households determines the level of consumption needs saturation. The decrease in the level of satisfying lower-order food needs in the analysed period is the result of an increase in the income elasticity of demand.PRACTICAL IMPLICATIONS: The paper provides the results of research that help decisionmakers and marketers to determine economic policy to curb inflation in Poland.ORIGINALITY/VALUE: The paper presents the original methodological approach for estimating the level of food needs saturation. The assessment of the saturation of food needs in Poland based on the consumption elasticity of demand coefficients constituted a continuation of research conducted by authors in the 90s of the past century. The conducted analysis of changes in food consumption of Polish households in the years 2015-2021 demonstrates the inconsistency with the results from the authors' previous years, where the opposite tendency was shown.peer-reviewe

AKTYWNOŚĆ INNOWACYJNA PRZEDSIĘBIORSTW W POLSCE ZE SZCZEGÓLNYM UWZGLĘDNIENIEM BRANŻY SPOŻYWCZEJ

The paper presents the results of enterprises innovation research with particular attention to the food industry. The literature review associated with the innovation evolution concept was made. The research results indicate a low level of innovation among enterprises producing foodstuffs. Only 12.4% of companies have implemented any innovation in 2010-2012. Also innovation at the macro level is not satisfactory. On the basis of the innovation synthetic indicator, Poland is on the fourth place from the end among the EU countries and Poland was in the moderate innovators group

AN EVALUATION OF THE IMAGE OF POLAND AS A NATIONAL BRAND PERCEIVED BY YOUNG FOREIGNERS

The article provides an overview of the literature on notions including national image, national brand and national branding, then presents selected campaigns promoting Poland in the international arena. It evaluates how Poland, as a national brand, is perceived by young foreigners. Empirical studies were conducted among foreigners at the age of 20-25. 103 respondents from 23 countries participated in the research. The most common associations respondents had with Poland were history, Pope John Paul II and Polish vodka. Warsaw and Krakow are definitely the most recognizable Polish cities. Many respondents expressed positive opinions about Poland’s nature, landscapes, mountains and seaside. Among numerous events organized in Poland, the most well-known were the European Football Championship EURO 2012, the Woodstock Festival and Wroclaw – European Capital of Culture 2016. I believe Poland continues to be perceived through stereotypes, with associations to the Pope, vodka and religion predominating. These were enumerated as the main associations in a 2011 study and since then, despite Poland’s numerous promotional work in the international arena, there has been no success in creating new associations, such as Poland being an innovative and modern country or its people being entrepreneurial, to name two

Rola reklamy telewizyjnej w kształtowaniu postaw żywieniowych dzieci w wieku szkolnym

This article aims to define the role of TV advertising in shaping nutritional habits of children aged 7-12 years and also to identify what methods of persuasion are used by television advertising to influence consumer behavior among children. A survey among 100 children aged 7-12 years was carried out for the purpose of achieving the aim of paper. The results indicate that advertising has a significant influence on children’s consuming behavior, and what is important the children through their behavior affect the food choices made by adults. Studies also confirm that children spend too much daytime to watch TV. This phenomenon also applies to adults

Attitudes and behaviour of Polish consumers regarding food waste in the food chain

Purpose: The article raises consumer behaviour regarding food waste, which is a current and multidimensional problem with many economic, environmental, and social consequences. The main objective of the research was to learn the behaviour and attitudes of young Polish consumers to food waste and the opinions about the causes of food waste, awareness of the places in the food chain with the most incredible food waste, and to study whether this awareness was associated with food waste behaviour. Design/Methodology/Approach: The research was conducted among 1,078 Polish consumers aged 18-35 (representatives of the X and Y generations). In order to verify which socio-demographic factors influenced the assessment of the impact of changes in consumer behaviour on the reduction of food waste, a regression analysis was performed. Furthermore, relationships between the socio-demographic profiles determined in the cluster analysis and food waste behaviour were examined. Findings: The conducted research confirmed that women are more aware of the impact of introducing appropriate consumer behaviour on reducing the scale of food waste (due to their more direct contact with food during shopping and cooking) and young age and higher education contributed to the higher awareness of waste as a significant socio-economic and environmental problem. On the other hand, consumers aware of the highest share of households in food waste did not behave in a manner intending to reduce food waste. Practical Implications: The obtained results may be helpful for institutions and organizations responsible for shaping the policy of reducing food waste. Originality/Value: Getting to know the opinions of young consumers is essential from the point of view of analyzing consumer behaviour, because these people are starting their careers and families, set specific trends in market behaviour, and it is their behaviour that will determine the scale of food waste in the future.peer-reviewe

MOTIVES AND BARRIERS TO THE CONSUMPTION OF INNOVATIVE FOOD PRODUCTS BY POLISH AND UKRAINIAN CONSUMERS

The significant increase in the number of new food products means consumers have the opportunity to choose from among a wide range of innovative foods, which bring a variety of benefits to consumption, but can also, for some, raise uncertainty, opposition and suspicion. The article reviews the literature on innovative food products and their acceptance by consumers. The results of own research on the purchase motives and barriers to consumption of such products are presented in the context of theoretical considerations. The study is presented in relation to the issue of consumer innovativeness as a determinant affecting the approval or rejection of new products. The respondents’ degree of innovativeness was evaluated according to Rogers’ concept and the impact of this variable on the respondents motives of to purchase innovative products. For the comparative analysis of Polish and Ukrainian consumers’ behaviour on the innovative food products market, international research was conducted in 2015 on a sample of 340 Polish and 255 Ukrainian respondents (595 respondents in total). The results clearly show consumer types differing from the Rogers distribution, as well as differences between Polish and Ukrainian consumers’ appetite for innovation. Analysis of the literature and the research results together indicate that the motives and barriers to consuming innovative food products come down to features of the innovation (including price, functionality, healthiness, convenient packaging, taste), consumer characteristics (neophilia, neophobia, innovativeness) and environmental characteristics (trends in consumption, marketing and social communication). Those consumers who are innovators play an important role in shaping the positive attitudes of buyers in relation to innovative food products. Products possessing attributes consumers consider to be essential may also help in the desire to adopt innovation. Basing on the research results certain implications for managers responsible for introducing new food products to the market were presented in the paper

Preferencje konsumentów odnośnie sposobów dostaw produktów na rynku e-commerce

Subject and purpose of work: The article’s goal was to discuss consumers’ preferences as to product delivery methods on the e-commerce market. Detailed goals were to identify the delivery methods chosen most often, and to indicate factors determining such decisions and their associations with selected variables. Materials and methods: An on-line questionnaire survey was conducted among 302 respondents. The questionnaire served as a measurement tool. Associations between variables were studied in a series of analyses employing Pearson’s χ2 tests, and comparative analysis was made using Mann- Whitney U tests. Results: InPost parcel lockers proved to be the most popular method to deliver products purchased online. Among the factors determining the choice of the delivery method, those valued most included delivery price, parcel collection flexibility, and no need to wait for a courier at home. Statistical associations were noted between the place of residence and frequency of online shopping, and the delivery methods chosen most often. Conclusions: The study results are useful for companies offering deliveries on the e-commerce market. They provide valuable information concerning popularity of particular methods, as well as factors determining decisions to choose various delivery methods on the e-commerce market.Przedmiot i cel pracy: Celem artykułu było omówienie preferencji konsumentów odnośnie sposobów dostaw produktów na rynku e-commerce. Cele szczegółowe sprowadzały się do zidentyfikowania najczęściej wybieranych sposobów dostaw oraz wskazania czynników determinujących te wybory oraz ich związków z wybranymi zmiennymi. Materiały i metody: Przeprowadzono badanie ankietowe przy użyciu techniki ankiety internetowej wśród 302 respondentów. Narzędziem pomiarowym był kwestionariusz ankiety. Do zbadania związków pomiędzy zmiennymi wykonano serię analiz testami χ2 Pearsona, a także dokonano analizy porównawczej testami U Manna-Whitney’a. Wyniki: Najczęściej wybieranym sposobem dostawy produktów zakupionych online są paczkomaty InPost. Spośród czynników determinujących wybór sposobów dostaw najwyżej oceniona została cena dostawy, elastyczność pod względem odbioru paczki, czas dostawy oraz brak konieczności czekania w domu na kuriera. Wykazano statystyczne zależności pomiędzy miejscem zamieszkania i częstotliwością zakupów online a najczęściej wybieranymi sposobami dostaw. Wnioski: Wyniki przeprowadzonych badań są użyteczne dla firm świadczących dostawy na rynku e-commerce. Dostarczają cennych informacji co do popularności sposobów, a także ważności czynników determinujących wybory różnych sposobów dostaw na rynku e-commerce