Wybrane Zachowań Rynkowych Akceptantów Kart Płatniczych Funkcjonujących na Obszarach Wiejskich w Małopolsce

The paper presents results of research conducted to characterize and assess market behaviours of businesses accepting payment cards operating in rural areas and the identification of factors determining and diversifying these behaviours. The study involved 117 points of sale, operating in rural areas in Malopolska. As results from conducted analysis, 54% of the surveyed retail and services points possessed a POS terminal, whereas the other did not accept card payments. Equipping a retail point with POS terminal depends on the kind of the retail and services point and the period of the business operation on the market. Payment cards were the most frequently accepted by self-service stores, petrol stations and shops selling television, radio and domestic appliances. Almost 70% of subjects operating on the market for between 6 and 10 years had POS terminals. The main reason why the owners of shops and service points decided to accept non-cash payments by card was interest among customers. The barriers to the development of payment card acceptance network in rural areas are high commissions charged by settlement agents and the fact that rural dwellers do not have payment cards.