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The Importance of Discounters in the Purchasing Decisions of Polish Consumers (Znaczenie sieci dyskontowych w decyzjach zakupowych polskich konsumentow)

Author

Listed:
  • Malgorzata Kosicka-Gebska

    (Szkola Glowna Gospodarstwa Wiejskiego w Warszawie, Wydzial Nauk Zywieniu Czlowieka i Konsumpcji)

  • Jerzy Gebski

    (Szkola Glowna Gospodarstwa Wiejskiego w Warszawie, Wydzial Nauk Zywieniu Czlowieka i Konsumpcji)

  • Katarzyna Kwiecinska

    (Szkola Glowna Gospodarstwa Wiejskiego w Warszawie, Wydzial Nauk Zywieniu Czlowieka i Konsumpcji)

Abstract

The article data from the review of secondary data and primary research shows that the preferences and buying trends among Poles have changed over twenty five years. Discounters are currently the fastest growing trading format, in which more than 70% of consumers buy. The market leader in the retail chain sector is Biedronka, which increased the number of shops by 1745 in the period of 2006–2015. Discounters have become popular due to: changing habits of shoppers, the ability to offer products at very low prices, proximity to the place of residence of consumers and improving the quality of products. The aim of this article is to draw attention to the specifics of the operation of discount stores in the Polish realities with a particular focus on Biedronka. Primary data on the behavior of consumers buying food there was obtained from a survey conducted in 2014 on a sample of 540 consumers. Classification-JEL: D1, D3, D4

Suggested Citation

  • Malgorzata Kosicka-Gebska & Jerzy Gebski & Katarzyna Kwiecinska, 2016. "The Importance of Discounters in the Purchasing Decisions of Polish Consumers (Znaczenie sieci dyskontowych w decyzjach zakupowych polskich konsumentow)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(57), pages 106-118.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:57:y:2016:p:106-118
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    File URL: http://pz.wz.uw.edu.pl/sites/default/files/artykuly/pz_2016_1_1_kosicka-gebska_gebski_kwiecinska.pdf
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    References listed on IDEAS

    as
    1. Zielke, Stephan, 2014. "Shopping in discount stores: The role of price-related attributions, emotions and value perception," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 327-338.
    2. Radoslaw Macik & Dorota Macik & Monika Nalewajek, 2013. "Consumer’s Perception of Retail Formats: Case of Poland," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management,, ToKnowPress.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    retail; discounter; consumer behavior;
    All these keywords.

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • D3 - Microeconomics - - Distribution
    • D4 - Microeconomics - - Market Structure, Pricing, and Design

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