The article presents the results of the author's research an the characteristics and segmentation of paper napkins markets in Poland, Sweden and Germany. It was found that German and Swedish markets have the same consumer segments. Whereas the Polish market differs from the markets mentioned above. The difference results not only from total or per capita sales of paper napkins but also from the structure of consumer segments. The young, developing Polish market sshows a large growth potential. That,s why companies of mature market economy can't automatically transfer their strategies from those markets but they have to consider Polish market requirements.
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