Wyniki wyszukiwania - BazTech

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Exploring literature on the acceptance and applications of QR codes from marketing and consumers perspective: a systematic analysis

Jarzyk Ewa

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 195

231--248

EN

Purpose: In recent years, two-dimensional bar codes, most commonly found in the form of QR (Quick Response) codes, have become widespread. They are used to encode various information that can be read by smartphones, tablets and other electronic devices. The codes can convey information, at the same time triggering certain consumer reactions and behaviours. Despite the increasing use at the time of the pandemic, successful applications in promotional campaigns and a number of benefits for broadening the awareness of products labelled with them, the number of studies on QR codes is unsatisfactory. Adopting a micro-perspective of the consumer and marketing, a review of studies that address QR codes was conducted. The aim of the paper is to present publications and evaluate the current state of research relating to the acceptance and use of QR codes from the perspective of the consumer and marketing, and to identify future recommended lines of research. Design/methodology/approach: In this study, a systematic review of studies based on two academic publication databases (WoS and Scopus). Findings: Four main strands of research on QR codes from the consumers perspective were demonstrated: the acceptance of the new communication technology, the impact of the codes on the purchase decision process, their usefulness from the perspective of specific consumer needs, and the appearance and design of the codes. It can be expected that future research will focus on more specific issues, such as the acceptance of QR code technology in specific categories of products and services, including public services, representing a higher level of social trust, which is important in consumer optics. What is important in consumer behaviour are values, including environmental ones (buying environmentally friendly products, willingness to make sacrifices to protect the environment, and awareness of the consequences of consuming unsustainable products). They have so far been neglected in research and are an increasingly important motivation for consumers’ information-seeking behaviours through QR scanning. Originality/value: The findings gathered by the researchers on consumer behaviour toward QR codes can be useful in planning marketing and promotional strategies aimed at sustainable development and responsible consumption. They also serve theoretical and methodological development.

2

Environmental and social aspects of sustainable development – a case study of food companies including consumer attitudes and behavior

Garbowska Bożena, Radzymińska Monika

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

|

z. 192

255--273

EN

Purpose: Competing for increasing numbers and more conscious consumers, as well as the emergence of new generations on the market, necessitates the continuous improvement of knowledge about pro-environmental and pro-social consumer attitudes and behavior. Therefore, this study attempts to: - identify the type of actions taken within the framework of sustainable development by selected food brands, - assess the pro-environmental and pro-social attitudes of young consumers purchasing food products, - determine whether environmental and social aspects are a criterion for food choice among young consumers. Design/methodology/approach: The research was conducted in two stages. In the first, an analysis was made of messages posted on the websites of selected food brands. In the second, a quantitative survey was conducted among young consumers (n = 420) by indirect online survey measurement, using a survey questionnaire posted on Google form. Findings: Young consumers have positive pro-environmental and pro-social attitudes. According to the respondents, the social involvement of companies influences the positive image and popularity of the products offered. Nevertheless, almost half of all consumers declared reluctance to pay more for the purchase of goods whose producers are involved in philanthropic and pro-environmental activities. This suggests that, in the opinion of this segment of respondents, it is entrepreneurs who should take financial responsibility for their actions by not raising the prices of the products they sell. It has been shown that concern for others by purchasing socially committed brands and the environmental friendliness of the product have lower rankings in the hierarchy of food product selection factors. Research limitations/implications: The research was conducted on a narrow subject basis, so the results obtained cannot be generalized to the entire segment of young consumers. The scope of the presented research is also limited. The results of the research should be considered as a pilot. Practical implications: The findings are relevant to managers implementing brand sustainability campaigns in the food production sector. They point to the need to continue such activities aimed at fostering altruistic and pro-environmental attitudes among the society. Originality/value: This study highlights that sustainability encompasses a wide range of activities with diverse ways of communicating value to consumers.

3

Environmental and social aspects of corporate sustainability as perceived by consumers – a case study of clothing brands

Radzymińska Monika, Garbowska Bożena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 168

393--407

EN

Purpose: Competing for a limited number of socially conscious consumers and the appearance of new generations on the market forces a continuous addition of knowledge concerning pro-environmental and pro-social consumer attitudes and behaviour. Therefore, the present study attempts to: - identify the type of actions taken within the framework of sustainable development by selected clothing brands, - assess the pro-environmental and pro-social attitudes of young consumers purchasing clothing, - determine whether environmental and social aspects are a criterion for clothing choice among young consumers. Design/methodology/approach: Two approaches were used in the research. In the first stage of the research, messages posted on the websites of selected clothing brands were analysed. In the second, a quantitative study was conducted among young consumers (n = 218) by indirect online survey measurement, using a survey questionnaire embedded in a Google form. Findings: Young consumers present positive pro-environmental and pro-social attitudes. According to the respondents, the social commitment of companies influences the positive image and popularity of their products. However, almost half of all consumers presented an ambivalent or negative attitude towards paying more for the purchase of goods whose producers are involved in philanthropic and pro-environmental activities. This suggests that, in the view of this segment of respondents, it is the traders who should take financial responsibility for their actions by not raising the prices of the products they sell. Concern for others by purchasing socially committed brands and the environmental friendliness of the product were shown to rank lower in the hierarchy of clothing choice factors. Research limitations: The research was conducted on a narrow subject basis, so the results obtained cannot be generalised to the young consumer segment. The scope of the presented research is also limited. The results of the research should be regarded as a pilot study. Practical implications: The findings are of relevance to managers in charge of sustainability campaigns for clothing brands. They point to the need for further education aimed at shaping altruistic and pro-environmental attitudes. Originality/value: This study highlights that sustainability encompasses a range of activities with different ways of communicating values to consumers.

4

Modelling the costs of postal companies for the delivery of goods to consumers within the last mile

Jucha Peter, Corejova Tatiana

Transport Problems

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2023

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T. 18, z. 1

33--42

EN

The aim of this paper is to design a methodological procedure for determining the costs of companies in the process of travelling the last mile in the context of changing the business model. At present, traditional services such as delivery by post or by courier to a particular consumer’s place of residence are still used to deliver consignments to consumers. In recent years, however, new delivery methods have begun to be used, such as ParcelShops, lockers located at specific locations, or dispensing points where the consumer comes to pick up the shipment. In order for each of these methods of delivering goods to consumers to work as efficiently as possible, it is necessary to incur certain costs. The results of this paper contain a mathematical relationship for calculating the total costs that a postal company has to incur in order to deliver goods to consumers within the last mile using the available delivery options.

5

Projektowanie żywności z wykorzystaniem metody design thinking – studium przypadku

Sady Sylwia, Pachołek Bogdan, Korczyńska Olga, Wojsznis Nadia, Rokicka Zofia, Biernacka Julia, Stanisławek Wiktor

Przemysł Spożywczy

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2023

|

T. 77, nr 7

8--12

PL

Artykuł jest teoretycznym i empirycznym studium poświęconym wykorzystaniu metody design thinking do zaprojektowania innowacyjnego produktu żywnościowego. Design thinking to sposób myślenia, który wspiera rozwiązywanie problemów i tworzenie nowych, innowacyjnych rozwiązań w oparciu o głębokie zrozumienie potrzeb użytkowników, którzy mają z nich skorzystać. W pierwszej części artykułu przedstawiono problematykę i istotę metody design thinking w pięciu iteracyjnych etapach. W drugiej części artykułu omówiono zastosowanie usystematyzowanego podejścia design thinking do opracowania innowacyjnego produktu żywnościowego w formie studium przypadku. W efekcie przeprowadzonego projektu powstały paluszki pocky z mąki orkiszowej z polewą czekoladową z migdałami i orzechami nerkowca, jako przekąska dla osób wykluczających laktozę z diety. Opracowany produkt uwzględniał zarówno potrzeby i oczekiwania docelowego konsumenta, jak również kontekst projektowania.

EN

The article is a theoretical and empirical study on the use of design thinking approach to design an innovative food product. Design thinking is a way of thinking that supports solving problem and the creation of new innovative solutions based on a deep understanding of the needs of users who will benefit from them. The first part of the article presents the issues and essence of design thinking in five iterative stages. The second part of the article, in the form of a case study, discusses the application of a structured design thinking approach to the development of an innovative food product. As a resulted of the project, the pocky sticks spelt flour with chocolate topping with almonds and cashew nuts were created, as a snack for people who exclude lactose from their diet. The developed product took into account both the needs and expectations of the target consumer, as well as the design context.

6

Preservatives in fruit jams

Żmuda-Czerwonka Wioletta

Polish Technical Review

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2023

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No. 1

18--20

EN

The modern human diet is the subject of research and interest for a large group of specialists. The unlimited capabilities of synthesising new chemical substances and the far-reaching changes in legislation create a space for expanding the list of permissible food additives. Despite the research conducted on new substances, the consumers are afraid that not all additives are sufficiently safe. This is frequently due to lack of access to objective and scientifically-verified information. The most concern is caused by the use of multiple additives in the same food product, which increases the risk of their accumulation in the human body. The objective of this paper is to discuss preservatives added to jams. It involves a discussion of the technological process and indicates the moment that a given preservative is added, showing photographs and findings from an experiment conducted on a single type of jam. The experiment was conducted under domestic conditions.

PL

Dieta współczesnego człowieka to przedmiot badań i zainteresowania dużej grupy specjalistów. Nieograniczone możliwości syntezy nowych substancji chemicznych i daleko idące zmiany w ustawodawstwie dają pole do rozszerzania listy dopuszczalnych dodatków do żywności. Pomimo badań nad nowymi substancjami istnieje obawa konsumencka, że nie wszystkie dodatki do żywności są wystarczająco bezpieczne. Jest to często wynikiem braku obiektywnych i potwierdzonych naukowo informacji. Najwięcej obaw budzi stosowanie wielu dodatków w jednym produkcie spożywczym, a to zwiększa ryzyko ich kumulacji w organizmie człowieka. Założeniem artykułu jest przybliżenie jakie substancje konserwujące pojawiają się w dżemach. Przedstawienie procesu technologicznego i wskazanie momentu kiedy dana substancja konserwująca jest dodawana oraz przedstawienie zdjęć i wniosków z doświadczenia jakiemu poddano jeden rodzaj dżemu. Doświadczenie to wykonano w warunkach domowych.

7

Insights into attitudes towards financial innovations by its users

Garškaitė-Milvydienė Kristina, Maknickienė Nijolė, Tvaronavičienė Manuela

Polish Journal of Management Studies

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2023

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Vol. 27, No. 2

106--119

EN

Significant technological advances have determined the importance of FinTech firms worldwide; they attract substantial investment and put competitive pressure on banks providing traditional services. The development of financial innovations challenges users accustomed to classical financial solutions since trust in financial technologies requires risk assessment, which becomes increasingly complicated. The main participants shaping the attitude towards FinTech are investors, customers, regulators, technology developers, and risk managers. The paper aims to explore FinTech opportunities and challenges, as the public understands them. The authors used scientific sources and employed big data processing methods to evaluate social media users' attitudes towards the FinTech sector. The obtained results revealed that, despite of overall positive attitude, FinTech companies have to pay special attention to investment management and ensuring the security and privacy of clients’ data.

PL

Znaczące postępy technologiczne zdeterminowały znaczenie firm FinTech na całym świecie; przyciągają znaczne inwestycje i wywierają presję konkurencyjną na banki świadczące tradycyjne usługi. Rozwój innowacji finansowych stanowi wyzwanie dla użytkowników przyzwyczajonych do klasycznych rozwiązań finansowych, ponieważ zaufanie do technologii finansowych wymaga oceny ryzyka, która staje się coraz bardziej skomplikowana. Głównymi uczestnikami kształtującymi podejście do FinTech są inwestorzy, klienci, organy regulacyjne, twórcy technologii i menedżerowie ryzyka. Artykuł ma na celu zbadanie możliwości i wyzwań FinTech, tak jak rozumie je opinia publiczna. Autorzy wykorzystali źródła naukowe i zastosowali metody przetwarzania dużych zbiorów danych, aby ocenić nastawienie użytkowników mediów społecznościowych do sektora FinTech. Uzyskane wyniki pokazały, że pomimo ogólnie pozytywnego nastawienia, firmy FinTech muszą zwracać szczególną uwagę na zarządzanie inwestycjami oraz zapewnienie bezpieczeństwa i prywatności danych klientów.

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A significant managerial challenge of online marketing in gastronomic sector during the COVID-19 pandemic

Nadanyiova Margareta, Gajanova Lubica, Majerova Jana

Polish Journal of Management Studies

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2023

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Vol. 27, No. 1

258--274

EN

The popularity of online marketing has increased mainly due to several restrictions that affected businesses during the COVID-19 pandemic. The increase in popularity is also associated with the possibility of addressing multiple target groups of consumers, a key source of income for businesses during the pandemic, thanks to which they survived. Despite the increased popularity and use of online marketing, it can still offer new and innovative solutions, so its potential is far from exhausted. The main aim of the paper is to determine the perception of online marketing in restaurants during the COVID-19 pandemic by Slovak consumers. The secondary data sources were scientific research, annual reports of companies, statistical databases and professional publications. A questionnaire survey was conducted to find out the perception of online marketing during the COVID-19 pandemic from the perspective of Slovak consumers. General scientific methods were used for data processing, and mathematical and statistical methods in evaluating data from the survey. To achieve the paper's main goal, research hypotheses were formulated and subsequently verified based on the theoretical background and survey results. Based on the findings of the research, it is obvious that most Slovak consumers perceived the increased use of online marketing communication in restaurants during the COVID-19 pandemic positively, and they increased the intensity of online shopping in restaurants. Finally, managerial implications of online marketing are indicated based on the analysis and questionnaire survey results.

PL

Popularność marketingu internetowego wzrosła głównie z powodu kilku ograniczeń, które dotknęły przedsiębiorstwa podczas pandemii COVID-19. Wzrost popularności wiąże się również z możliwością dotarcia do wielu grup docelowych konsumentów, co było kluczowym źródłem dochodu dla firm podczas pandemii, dzięki czemu przetrwały. Pomimo wzrostu popularności i wykorzystania marketingu internetowego, wciąż może on oferować nowe i innowacyjne rozwiązania, więc jego potencjał jest daleki od wyczerpania. Głównym celem artykułu jest określenie postrzegania marketingu internetowego w restauracjach podczas pandemii COVID-19 przez słowackich konsumentów. Źródłami danych wtórnych były badania naukowe, raporty roczne firm, bazy danych statystycznych i publikacje branżowe. Przeprowadzono badanie ankietowe w celu poznania postrzegania marketingu internetowego podczas pandemii COVID-19 z perspektywy słowackich konsumentów. Do przetwarzania danych wykorzystano ogólne metody naukowe, a do oceny danych z badania - metody matematyczne i statystyczne. Aby osiągnąć główny cel artykułu, sformułowano hipotezy badawcze, a następnie zweryfikowano je w oparciu o podstawy teoretyczne i wyniki ankiety. Na podstawie wyników badań można stwierdzić, że większość słowackich konsumentów pozytywnie postrzega zwiększone wykorzystanie komunikacji marketingowej online w restauracjach podczas pandemii COVID-19 i zwiększyła intensywność zakupów online w restauracjach. Wreszcie, na podstawie analizy i wyników ankiety określono implikacje menedżerskie marketingu online.

9

The impact of Covid-19 pandemic on consumer purchasing decisions

Gąsiorowska-Mącznik Edyta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 162

167--180

EN

The main objective of the survey is to identify changes in consumer behavior and the determinants that influenced purchasing decisions during the Covid-19 pandemic. Design/methodology/approach: An interview questionnaire was used in the survey. The survey was conducted through a random selection of a sample. The electronic survey was conducted in April 2021. The questionnaire was completed by 220 people. The media were the tools to reach the respondents social networking and the survey itself was made available on the facebook.com portal, on thematic groups associating consumers of various products. The research was of a pilot nature. This limited the sample size and scope of the research. Findings: The analysis of the survey results shows that the COVID-19 pandemic affected the purchasing behavior of 76% of women and 62% of men. Surveys have shown how shopping habits have changed during the coronavirus pandemic. The respondents said they started purchasing more products online and that the frequency of shopping decreased, but they purchased more products at one go. The respondents bought only essential products and spent a larger portion of their money on protective measures than before. For 24% of women and 38% of men the pandemic had no impact on their consumer behavior. Originality/value: The analysis of the literature leads to the conclusion that there is not much research on consumer behavior during the COVID-19 pandemic. The paper is addressed to representatives of the scientific world dealing with the topic of consumer behavior and all those interested in this issue.

10

The global automotive consumer – case study

Kawęcki Norbert

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 157

281--292

EN

Purpose: The purpose of the work is to present the research results of 26,000 consumers in 25 countries provided by the Deloitte Report from 2022 as the Global Automotive Consumer. Design/methodology/approach: Due to the cognitive nature of the work, the aim of the work will be achieved using the method of analyzing the literature and newest Deloitte research from 2022. Literature studies only foreign publications. Findings: The Global Automotive Consumer is very widely described in international literature. Many reports have been created and the most updated Deloitte shows overview current situation in researched matter. Originality/value: The analysis ither international literature and report from 2022 with statistics shows global automotive consumer preferences as well as most development countries next to similarities and differences between worldwide automotive community. It includes some influences due to pandemic Covid-19.

11

Opinie konsumentów w świetle korzyści i wyzwań związanych z rozwojem rynkowym technologii drukowania żywności w 3D

Klockiewicz Katarzyna, Samotyja Urszula

Przemysł Spożywczy

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2022

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T. 76, nr 1

22--26

PL

Żywność wytworzona za pomocą druku 3D jest rozpowszechniona w niewielkim stopniu, mimo ogromnego potencjału tej technologii. Celem przeprowadzonego badania była ocena znajomości technologii wytwarzania żywności za pomocą druku 3D oraz jej postrzegania przez konsumentów. W badaniu udział wzięło 406 konsumentów indywidualnych, wśród których przeważały osoby poniżej 40. roku życia. Prawie 60% respondentów nie słyszało wcześniej o możliwości wytwarzania żywności za pomocą technologii addytywnej. Opinie konsumentów na temat żywności otrzymanej z wykorzystaniem druku 3D są zróżnicowane, od wyrażających entuzjazm i chęć eksperymentowania z nową technologią, po prezentujące skrajne odrzucenie i odzwierciedlające obawy związane z brakiem bezpieczeństwa oraz niewystarczającą atrakcyjnością sensoryczną. Komunikowanie korzyści z wykorzystania druku 3D do otrzymywania produktów spożywczych powinno wpłynąć pozytywnie na wzrost akceptacji konsumenckiej omawianej technologii.

EN

Despite the great potential of 3D printing for food production, it is not very widespread. The aim of the study was to evaluate the knowledge of food 3D printing technology by individual consumers and to recognize its perception. The survey was conducted among 406 individual consumers, most of whom were under 40 years old. Almost 60% of the respondents had not ever heard of the possibility of producing food with the use of additive technology. Consumers’ opinions on food obtained by 3D printing vary from enthusiasm and willingness to experiment with new technology, to extreme rejection and concerns about its insecurity and insufficient sensory attractiveness of printed foods. Promoting the benefits of using 3D printing to obtain food products should positively affect the consumer acceptance of the discussed technology.

12

The art of adaptation: how to attract Customers and increase effectiveness of Retail stores in a vuca world

Kozioł Kacper

Journal of TransLogistics

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2022

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Vol. 8, nr 1

11-24

EN

In the study the author presented the adjustments implemented by various business entities operating within the retail industry and their impact on the competitiveness of reviewed discount stores. The companies analysed are considered as key players within the Polish retail market classified by the number of shops in each shop chain, number of customers attracted (also known as market penetration) and income from sales. Before the study, the author performed a literature search. In the first part of the article, the readers can find information presenting the operational background - a number of definitions, such as retailing and black swan, have been adduced to introduce the topic. Subsequently, the writer describes the scale of unexpected incidents affecting specific parts of society. Next paragraphs highlight the consumer trends of 2022 and their influence on customers. Furthermore, the author of the study presents the advantages of retail and market structure based on the size of outlets. In the last part, the readers can learn about the activities taken by several companies (Biedronka, Lidl, Netto, Aldi and Żabka) in recent years that created a difference in the results achieved by them.

13

Consumer Adoption of Fast-Fashion, Differences of Perceptions, and the Role of Motivations Across the Adoption Groups

Okur Nazan

Autex Research Journal

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2022

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Vol. 22, no. 3

365--372

EN

The purpose of this study was to determine the adoption groups of the fast-fashion consumers, evaluate the consumers’ perceptions of the fast-fashion in different groups, and model the role of “social or status image”, “uniqueness”, and “conformity” on the level of fast-fashion consumer adoption. The consumer adoption groups were determined as “innovators”, “early adopters”, “early majority”, “late majority”, and “laggards” by using a domain-specific innovativeness (DSI) scale. Consumers’ perceptions of fast-fashion were evaluated from cognitive and emotional aspects and the differences across the consumer groups were investigated by using Kruskal-–Wallis test and Mann-–Whitney U test. The roles of “social or status image”, “uniqueness”, and “conformity” on consumer groups were modeled by using ordinal logistic regression analysis. As a result of the research, consumers’ perceptions of fast-fashion were found to vary across different consumer adoption groups in terms of “being in-style products”, “expressing self-image”, “imitating the luxury fashion products”, and “frequent renewal of the collections”. Further, the findings revealed that the probabilistic relationship between different levels of consumer adoption based on innovativeness could be modeled based on the motivations of “social or status image” and “uniqueness”.

14

A New Consumer Profile Definition Method Based on Fuzzy Technology and Fuzzy AHP

Zhang Junjie, Zeng Xianyi, Dong Min, Yuan Hua

Autex Research Journal

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2022

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Vol. 22, no. 2

208--216

EN

The research in this paper aims to set up a new consumer profile definition method based on fuzzy technology and fuzzy AHP. The result of the study could be applied to garment recommendation systems for a special consumer. Consumer profiles are chosen as research objects. The fuzzy technology and fuzzy AHP are applied in this research, which aims to provide a new method of using fuzzy technology and fuzzy AHP to define consumer profiles. We define tall–short and fat–thin by fuzzy technology and set up the weights of consumer profile by fuzzy AHP methods. The fuzzy technology and fuzzy AHP are applied for building consumer profiles that can be used for a consumer-oriented intelligent garment recommendation system.

15

Advantages of using direct marketing in the sales activities of the enterprise

Zarichna Olena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2021

|

z. 154

365--374

EN

Purpose: The aim of the article is a study of the development of the concept of "direct marketing", research of the methodological and informative providing of realization of direct sale in activity of sale enterprises. To achieve the goal, the following tasks are set: systematization, comparison and analysis of theoretical approaches of the Ukrainian and foreign scientists, is to essence of concept "direct marketing"; researches of basic instruments of realization of direct sale by the performers of entrepreneurial activities; determinations of advantages and lacks of the use of the direct marketing are in activity of enterprises; grounds of the use of the direct - marketing are in activity of sale enterprises. Design/methodology/approach: To the article were used methods of comparison, grouping and generalization – for research and analysis of opinion of scientists in relation to development of the direct marketing, method of systems analysis – for systematization of modern forms of the direct marketing and ground of them role in the sale activity of enterprises, and also formulating of conclusions. Findings: The analysis of scientific labours and researches in relation to the use of the direct marketing in activity of the Ukrainian enterprises showed that the direct marketing was the special form, process, method of effective realization of sale of products, in the modern business conditions. Practical implications: Researched in the article modern forms of the direct marketing show that today, their use in the sale activities of enterprises not only facilitates the sale of goods and services at the market, but also allow to form effective, direct of long duration relations with consumers, to choose effective marketing strategy and program of actions, which influences on informing of market environment, growth of having a special purpose audience, increase of volumes, sale and expansion of limits of realization of business. Originality/value: The article contains the validity of the practical use of modern forms of direct marketing in the activities of Ukrainian enterprises: Premium Food (Mr. Grill), LTS “Solomia”, “Rodinna kovbaska”, “Henkel Bautekhnik Ukraine”, TM “Curtis” and others.

16

Co przeciętny Europejczyk sądzi o szkle opakowaniowym?

Szkło i Ceramika

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2021

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R. 72, nr 2

60--63

17

Merchandising – technika gwarantująca skuteczność i bezpieczeństwo sprzedaży mięsa i produktów mięsnych

Dasiewicz Krzysztof

Przemysł Spożywczy

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2021

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T. 75, nr 12

16--21

PL

Zmieniające się oczekiwania, trendy i zachowania klientów, rosnąca konkurencja na rynku wymagają ciągłego wzrostu efektywności sprzedaży oferowanych produktów. Bogata oferta asortymentu dostępnego na rynku, reklama, która w różny sposób dociera do klienta poprzez telewizję, radio, Internet, gazetki reklamowe, billboardy itp. są metodami pozyskiwania jak największej liczby klientów. Innym działaniem, które determinuje efektywną sprzedaż jest zastosowanie merchandisingu (ang. Merchandise oznacza towar albo sprzedawać, towarować), czyli takich technik marketingowych jak zagospodarowanie przestrzenne sali sprzedażowej, ekspozycja towarów w ladzie czy na półce, działania promocyjne, sterowanie ruchem kupujących, a przede wszystkim zadbanie o odpowiedni nastrój i atmosferę w danym miejscu handlowym.

EN

Changing expectations, trends and customer behavior, as well as growing competition on the market, require continuous improvement in the effectiveness of sales of the products offered. A wide range of assortment available on the market, advertising that reaches the customer via various ways through television, radio, Internet, advertising newspapers, billboards, etc. are methods to attract as many customers as possible. Another activity that determines effective sales is the use of merchandising, i. e. marketing techniques such as the spatial arrangement of the sales room, display goods in the counter or on a shelf, promotional activities, control of shoppers’ movement, and above all, taking care of the right mood and atmosphere in a given shopping place.

18

Kierunki zmian w gastronomii w pandemii

Gramza-Michałowska Anna, Kulczyński Bartosz

Przemysł Spożywczy

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2021

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T. 75, nr 9

10--12

PL

Ostatnie kilkanaście miesięcy zdominowała pandemia wirusa Sars-CoV-2, która wpłynęła na zmiany w gastronomii i żywieniu zbiorowym na kolejne lata. Wpływ pandemii na gastronomię na całym świecie był niespotykanie szybki i dramatyczny. Gastronomia jest jednym z kluczowych elementów przemysłu spożywczego, w których wpływ kryzysu związanego z pandemią był i jest niejednokrotnie czynnikiem powodującym uniemożliwienie funkcjonowania, a co za tym idzie likwidację wielu restauracji, barów czy hoteli oraz ogromne straty dla współpracujących firm zewnętrznych. W.świetle sytuacji zagrożenia epidemicznego gastronomia stanęła przed pytaniem jakie działania należy podjąć, aby przyczynić się do zmiany sposobu funkcjonowania gastronomii oraz, co jest dzisiaj jej głównym walorem i wyzwaniem na przyszłość.

EN

Recent months have been dominated by the Sars-CoV-2 virus pandemic, which has changed gastronomy and mass nutrition for many years to come. Its impact on the food system around the world has been unprecedentedly rapid and dramatic. Gastronomy is one of the key elements of the food industry, where the impact of the pandemic crisis has been and is often a factor causing the impossibility of functioning, and thus the liquidation of many restaurants, bars or hotels, and huge losses for cooperating companies . In the event of an epidemic threat, gastronomy was faced with the question of what actions should be taken to contribute to changing the way gastronomy functions and what are its main advantages and challenges.

19

Ekonomiczne skutki zafałszowania żywności na rynku polskim

Kowalczyk Stanisław

Przemysł Spożywczy

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2021

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T. 75, nr 4

9--13

PL

Żywność i obrót nią stanowią przedmiot wyjątkowego zainteresowania organów państwowych i samorządowych, różnych organizacji krajowych i międzynarodowych, polityków, badaczy, a przede wszystkim producentów i konsumentów. Jest to następstwo tego, że żywność należy do dóbr wyjątkowych, bowiem zaspokaja podstawową potrzebę człowieka – potrzebę zaspokojenia głodu. Stąd też żywność narażona jest na różne, nie zawsze uczciwe, praktyki rynkowe. Do jednej z głównych należy fałszowanie żywności mające bezpośredni wpływ na bezpieczeństwo ekonomiczne konsumentów. Zasadniczym celem badań jest oszacowanie skali wielkości żywności niespełniającej norm jakościowych oraz wymogów prawa żywnościowego, czyli innymi słowy wartości żywności zafałszowanej, na rynku polskim w latach 2005-2019, po akcesji Polski do struktur UE. Badanie zostało przeprowadzone w oparciu o rzeczywiste wyniki kontroli Inspekcji Jakości Handlowej Artykułów Rolno-Spożywczych, wiodącej, a od 2020 r. jedynej instytucji urzędowej kontroli żywności w obszarze jakości i bezpieczeństwa ekonomicznego żywności (zwalczania zafałszowań) w Polsce.

EN

Food and food trade are of exceptional interest to state and local government authorities, various national and international organizations, politicians, researchers, and above all, producers and consumers. This is a consequence of the fact that food belongs to exceptional goods, because it satisfies the basic human need - the need to satisfy hunger. Hence, it is exposed to various, not always fair, market practices. One of the main ones is food fraud, which has a direct impact on the economic security of consumers. The main goal of the research is to estimate the scale of food that does not meet the quality standards and the requirements of food law, in other words, the value of adulterated food on the Polish market in recent years. The study was conducted on the basis of the actual results of the control of the Agricultural and Food Quality Inspection, the leading and, since 2020, the only official food control institution in the area of food quality and economic safety (combating adulteration) in Poland. The study covers the period 2005-2019, i.e. the period after Poland’s accession to the EU structures.

20

The Influence of Brand on Consumer Quality Assessment of Clothes: A Case Study of the Polish Market

Salerno-Kochan Renata, Turek Paweł

Autex Research Journal

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2021

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Vol. 21, no. 3

216--224

EN

This article presents the results of research carried out based on consumer assessment of the quality of clothing using sensory analysis. The study aimed to determine the role of the brand and information about it in assessing product quality and identify the quality parameters that distinguish brands of a similar quality level. An attempt was also made to classify popular brands of clothing available on the Polish market based on the parameters that determine their quality. A significant impact of the brand name on the sensory assessment of clothes’ quality has been reported. The study has shown that assessors attribute higher rating values to quality features when they know the product brand; moreover, the brand and its information shortens the assessment time, which may suggest that it simplifies and facilitates consumers’ decision-making process. The result analysis has led to the identification of three groups of the factors determining the quality of clothing products: fabric composition, workmanship, and all other variables. It has also led to the separation of three clusters, characterized by different levels of product quality, for which sets of features distinguishing a given category were determined.