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PolishconsumersontheEuropeanmarket
Reachingahigherlevelofconvergenceisattemptedbythepolicy
ofcohesionpursuedbytheEuropeanUnion.Akeyroleinitsrealisation
isplayedbystructuralfunds,designedtosubsidizeventuresaimingatcon-
vergingdisproportionsinlivingstandardsofnewmemberstates.Poleshave
lowawarenessofthecohesionpolicyaims,andtheyfeeldiscouragedfrom
applyingforEuropeanfundsbythecomplicatedproceduresandtheproverbial
bureaucracywhichhasalreadyturnedintoaEuropeanmyth.Thereasonforthe
insufficientorientationinstructuralfundsistheloweffectivenessoftheinfor-
mativeaction,resultingfrominadequatepromotion.Accordingtotheresearch
byPentor(Sochańska,Marysińska,Sulińska-Wójcik,2006)Polesalsoidentify
barriersinherentinthemselves:passivity,incapabilityoflateralthinking,orien-
tationtowardsconsumptionandnotinvestment,aswellassinsufficientac-
ceptanceformarketrules.
Afteryearsofusingmarketingpracticesandchangesinlifeorganisationin
Poland,shoppingpatternsarechangingaswell.Percentageofpeoplewhodo
theirshoppinginself-serviceshopsisincreasing,whilethenumberofhours
spentonshoppingisdecreasing.Pricesandvalueofgoodsremainatthetop
ofhierarchyoffactorsdeterminingshoppingdecisions,andtheirimportance
isincreasing.PricesensitivityisperceivedasaspecificfeatureofthePolish
market,comparedwithotherCentralandEasternEuropeanmarkets.Itisdue
toconsumptionstructurecharacteristicofcountriesonalowlevelofeconomic
development(amongotherfactors:highshareofexpensesonfoodandbever-
ages,lowshareofexpensesonservices).Additionally,trusttomanufacturers,
chainstoresandbrandsislower(ZachowaniazakupowePolaków,2007).Lo-
cationofchainstoresneartheplaceofresidenceisbecominganimportantfac-
tor,aswellasthequalityofserviceandbroadrangeofproducts.Increasingly,
in-storeworkorganisationisofimportance,promotionalactions,possibility
topaywithacashorcreditcard.Attitudetopromotionsisbecomingmoreprag-
matic;asconsumersdonottendtobuyproductstheydonotneedanymore.
Propensitytogoingshoppingonlybecausecertaingoodsareonpricepromotion
isgettingmorevisible,aspromotiontendstobetreatedinstrumentally.
Effectivenessofpromotionalactionsininfluencingconsumersischanging
–inreceptionofadvertising,theshareofpositiveattitudesisdecreasing(from
53%in1992to18%in2008),neutralattitudesareincreasing(from38%to
54%)justasnegativeattitudesare(from9%to28%inthesameperiod)(Doh-
nalik,2008).
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