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Are we Facing a Global Consumer?

Author

Listed:
  • Kozioł Katarzyna

    (Institute of Enterprise Economics and Organisation Faculty of Economics and Management, University of Szczecin, Mickiewicza 69, 71-101 Szczecin, Poland)

  • Rudawska Iga

    (Department of Marketing Faculty of Economics and Management, University of Szczecin, Mickiewicza 64, 71-101 Szczecin, Poland)

Abstract

This paper presents the overall review of globalisation of consumption as well as the new trends of purchasing and discusses the findings of the exploratory inquiry conducted in FMCG market in Poland in two different periods (1994 and 2003). Particular attention is paid to the consumer choice-related consequences of globalisation. Judging purchasing behaviour of Polish people on the basis of the conducted research one can assume that they are influenced by globalization, but not in all aspects. Brand is particularly important (while buying new products on the market) to young people, people holding higher education qualifications, private entrepreneurs, managers and specialists, rather professionally active than passive. Over 25% of respondents pay attention to the Polish origin of a product.

Suggested Citation

  • Kozioł Katarzyna & Rudawska Iga, 2007. "Are we Facing a Global Consumer?," Folia Oeconomica Stetinensia, Sciendo, vol. 6(1), pages 87-97, January.
    • Handle: RePEc:vrs:foeste:v:6:y:2007:i:1:p:87-97:n:4
    DOI: 10.2478/v10031-007-0004-5
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