Journal of Marketing and Market Studies 02/2025

Despite the growing interest in independent fashion, significantly more studies focus on its producers than on consumers. Our paper aims to address this research gap by examining female independent fashion consumers who participate in an independent and slow fashion fair and compare their buying and post-purchase preferences and behaviours with those of the general population of Polish female fashion consumers. To this end, we conducted two parallel surveys: one during an independent fashion fair held in Krakow, and another on a representative sample of Polish fashion consumers. The primary focus of our analysis is to test the hypothesis about more sustainable and responsible consumption behaviours of independent fashion consumers, as derived from previous studies of this fashion segment. Our findings reveal that while independent fashion consumers do not significantly differ from other consumers in terms of general fashion behaviours (shopping frequency, second-hand purchases or clothing repairs), they more frequently engage in other fashion-related activities (such as sharing used clothing). They exhibit greater sustainability-related motivations during fashion consumption and generally demonstrate stronger awareness of environmental and ethical issues linked with the fashion industry.

The publication discusses selected methods of analysis of experimental data used to identify deterministic chaos in the time series of quotations of selected companies listed on the Polish stock exchange. The following issues are presented: attractor reconstruction, Fourier analysis, analysis of the scaled R/S range, fractal and correlation dimension, Lyapunov exponents. The aim of the publication is to indicate selected methods for the analysis of fractal time series experimental data.

The topic of the study involves evaluating the impact of selected marketing tools used by cultural institutions to build lasting customer relationships. The research aims to demonstrate the influence of specific marketing tools on consumers' decisions regarding the selection and purchase of cultural goods, appropriately reflecting the characteristics of the studied population. The scope of the study includes a literature review, research conducted using an online survey questionnaire, and statistical analysis of the results. Based on the research conducted on a sample of 248 respondents, the hypothesis was confirmed that not all marketing tools equally influence the development of a lasting relationship between cultural consumers and institutions. The effectiveness of marketing tools depends on the characteristics of the respondents, including age, education, status, and place of residence.

The article aims to identify the leading causes of digital exclusion of innovative enterprises operating in Poland, and to indicate how entrepreneurs understand this exclusion. The study employed a diagnostic survey method, specifically a CAWI interview, to gather data. This was conducted on a random sample of 200 respondents (systematic sampling in layers – layers were the PKD departments), including business owners and managers responsible for computerization/ digitization processes, innovation processes, or project management in companies operating in Poland's most innovative sectors. The survey was conducted in June 2024, covering the entire Poland area (16 voivodeships). The CAWI questionnaire was designed to capture the respondents' opinions using a 5-point scale. The study indicated that digital exclusion is mainly understood as depriving individuals of access to modern information technology (IT), software, and equipment with the help of which various modern technologies can be used, as well as depriving individuals of access to contemporary forms of communication. The main groups of employees responsible for digital exclusion are top managers (board), middle managers, and IT department employees. The leading causes of digital exclusion include the high costs of acquiring and maintaining ICT technologies, techniques, and software and the high costs of training employees to use various ICT technologies, techniques, and software correctly.

In today's business reality, it is no longer possible to remain indifferent to the phenomenon of creativity. It is the creativity of individuals and the creativity of teams that are becoming one of the key competencies in companies. The spectrum of methods and tools for stimulating the creativity of teams is very wide. One of them is team workshop work. This article introduces the essence of creative workshops, but also shows its background: stages, tools, proposed course. Additionally, for better understanding and credibility of this method for the reader, the whole thing was illustrated on the example of an effective, creative solution implemented by the author for the Grześki brand.