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The assessment of students' financial expectations on the example of the students of the faculty of management of the Jan and Jedrzej Śniadecki Bydgoszcz University of Technology

Pierzgalska Elżbieta, Borkowska Julia, Kobusińska Iwona

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 193

305--316

Study objective: The aim of the study is to assess financial expectations of the students of the Faculty of Management of the Jan and Jędrzej Śniadecki Bydgoszcz University of Technology after graduation and to determine whether the field of study has an impact on salary expectations. The hypothesis was formulated that students of finance and accounting have higher salary expectations than students of other fields. Additionally, it was assumed that 2/3 of the students of this faculty work while studying. The field and level of studies were taken into account. Methods: The study was conducted at the Jan and Jędrzej Śniadecki Bydgoszcz University of Technology. It involved 252 students of the Faculty of Management studying in the following fields: management (hereinafter ZA), management and production engineering (hereinafter ZIP) and finance and accounting (hereinafter FIR). The study was based on the primary data, obtained using a measurement instrument prepared for the needs of the study in the form of an online questionnaire (CAWI), as well as data on the number and structure of students of the Faculty of Management obtained from the University IT Department. Conclusions: The study results show that over 70% of the students take up work while studying. This indicates changes in the labour market, where the market demand for young people with both education and experience is clearly visible. The largest group of respondents, both employed and not working, are students of finance and accounting (first and second-cycle studies). The students of management and production engineering have the highest salary expectations after graduation, while students of finance and accounting have the lowest expectations. Students of management, however, fall between these groups. The salary expectations of finance and accounting students differ from the average salary expectations by PLN 1,334.69, by PLN 1,251.55 (for management students) and by PLN 1,194.76 (for management and production engineering students). Therefore, the largest deviation occurs for finance and accounting students who on average expect lower earnings than students of other fields. For all fields of study, the variation between salary expectations is low, which indicates homogeneity of the population. Interestingly, students of management in the highest percentage do not work in their profession (over 60%). The smallest disproportion between students who work and do not work in their profession exists in the case of finance and accounting students. The largest group working in their profession are students of management and production engineering, followed by students of finance and accounting. Most students, regardless of their cycle, combine work with studying. Among second-cycle students, the largest number of people - over half of the students of management and production engineering, and slightly less than half in the field of finance and accounting work in their profession. Among first-cycle students, the vast majority of respondents, regardless of the field of study, do not take up professional work. There is a relationship between salary expectations and the field of study, and it is statistically significant. This hypothesis was positively verified. Originality: The paper shows on the example of the students of the Faculty of Management of the Jan and Jędrzej Śniadecki Bydgoszcz University of Technology that the vast majority of management and finance students work while studying. The study highlights an extremely important aspect of current studying - combining studies with work, which has been noticed by researchers in Australia (Devlin, James, Grigg, 2008; Creed, French, Hood, 2015), New Zealand (Manthei, Gilmore, 2005) and the USA (Butler, 2007). The article is addressed to universities, in particular those offering courses, such as finance and accounting, management, management and production engineering.

Introduction of a new French beer brand on the Polish market in the opinion of consumers

Pierzgalska Elżbieta, Rezmer Kamil, Kobusińska Iwona

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 174

153--168

Objective: The study aims to identify the behavior, opinions, motives and expectations of Polish consumers towards beer brands, with a particular focus on a beer brand manufactured by a French brewery. The consumer survey carried out allows identification of several major potential consumer groups to be targeted by a medium-sized independent French brewery with its offer. Methodology: The study employed the use of primary sources obtained via a measurement instrument, in the form of an online survey questionnaire, developed for the purpose of the ResearchLab 2022 academic contest organized by Le Sphinx. The consumer survey was conducted in the period from April 12 to May 01, 2022. A method of indirect measurement, i.e., a survey questionnaire, was used to collect the material, which allows collection and examination of data on large research populations. The questionnaire consists of introductory questions regarding the beer market in Poland, consumer behavior questions concerning consumer awareness, preferences and consumption motives, questions pertaining to market barriers and foreign beer brands, as well as a metric part. The research process involved the use of Sphinx software, which allows intuitive development of a survey questionnaire, its quick distribution, convenient collection of data, as well as comprehensive quantitative and qualitative analysis thereof. The platform additionally allows for real-time tracking of the survey results, which quite is important when conducting research on a well-defined study group. The survey encompassed a research population of 3792 respondents (male and female) of different age ranges. The sample size was determined on the basis of Internet accessibility in Poland (92.4%, in 2021) (2021 Information Society in Poland..., 2021, p. 125). In order to maintain result representativeness, the minimum number of survey participants was calculated at 2401 respondents, assuming a confidence level of 95% and an error of 2%. The representative sample was of a quota nature, defined by the contest holder, and encompassed 40% of respondents aged 18-35 and 36-55 respectively, as well as 20% of respondents over 56 years of age. Gender-wise sample distribution was 60% males and 40% females. The data was examined using such statistical methods as structure analysis, as well as positional or classical measures. Results: The survey results show that the preferred beer package size is 500ml glass bottle, with an alcohol content of 3.6% to 7%. The main Polish market competition for the French independent brewery's new beer brand are Lech, Żywiec, and Desperados. The preferred beer types are lager (72%), IPA (47%) and flavored beer (47%). The beer flavors most commonly chosen by consumers on the Polish market are lemon and lime, mojito, apple and honey. An ideal beer, as typified by the respondents, would be characterized by average proportions of aroma, color, carbonation, bitterness and alcohol content. The factors prompting consumers to try new beer brands are primarily taste, price and advertising, therefore, it is worth focusing on the three, maintaining proportions in the order in which the factors have been presented. Information regarding alcohol novelties most commonly is derived from friends or Social Media, which is why advertising should involve the use of these channels for e.g., various types of Facebook, Instagram, Youtube, Tik Tok contests. The respondents reacted positively to the French beer brand, and the majority would opt to try this type of beer, given the opportunity. Their expectation with regard to the brand is high price, good quality and taste, as well as elegance. Its envisioned label design is associated with the national colors of France, the city of Paris, Napoleon, and the Alps. It is thus worth taking the above associations into account when designing the label. Originality: The article presents the consumer opinions regarding introduction of a new French product on the Polish market. It is addressed to distributors of imported beer.