Inflation-driven changes in consumer behavior on the Polish market : a survey approach

Abstract

PURPOSE: The aim of this article was to identify the most important changes in Poles' purchasing habits, which were influenced by increased inflation. In addition to the literature review, the results of our own survey research will be presented, which assessed the level of perception of inflation by respondents and analyzed their consumption situation with particular emphasis on changes that occurred under the influence of increased inflation.

DESIGN/METHODOLOGY/APPROACH: The research was conducted at the end of 2023 on a sample of 226 adult Poles. The study was conducted using an online survey. The issue of changes in purchasing habits caused by inflation was analyzed in the context of the following research areas: assessment of respondents' perceptions of inflation, assessment of changes in the situation resulting from the increase in inflation, and eating habits and changes resulting from inflation. Based on the obtained data, detailed result tables were prepared presenting the distribution of respondents' responses.

FINDINGS: As the presented research results show, changes in purchasing habits due to inflation are varied, and their interpretation is ambiguous. It's important to note that price increases haven't been the only factor influencing consumer decisions in recent years. As affluence increases, product quality, brand, and country or region of origin become increasingly important.

PRACTICAL IMPLICATIONS: The results of this research can provide important material for developing marketing strategies and social policies aimed at mitigating the negative effects of inflation on society.

ORIGINALITY/VALUE: Inflation has forced consumers to be more cautious and consciously plan their spending, which in turn forces companies to adapt their marketing strategies, offers, and sales channels to meet customer expectations. This, in turn, leads to the search for new supply markets, optimization of production, and implementation of a range of measures aimed at customer retention.