Journal of Marketing and Market Studies 03/2025

The purpose of this study was to identify the shopping behaviour of Polish shoppers in online and offline channels, as well as to identify the implications for companies that operate in retail. In the theoretical part, the literature was reviewed and issues related to consumer shopping behaviour in the aforementioned channels were discussed, and the development of multi-channel systems offered by enterprises was presented. The next part of the paper describes the methodology of the study, which presents the principles of qualitative content analysis used in the study and discusses the procedure of the empirical research conducted. An indepth interview technique was used, which was conducted with a sample of 12 Polish consumers. The empirical part presents the respondents' perceived advantages and disadvantages of online and offline channels, their preferred forms of payment and the groups of products purchased in each channel. The final part of the study includes a summary, which embraces conclusions and implications for retail businesses resulting from the identification of shopping behaviour, as well as limitations of this research. Among other things, business entities should pay attention to diversifying the payment method in online stores, increasing the attractiveness of stationary retail spaces, and integrating both the online and offline channels and marketing activities in this area.

Constantly advancing globalization processes and degradation of the natural environment force us to constantly respond to emerging opportunities and threats. Importantly, consumer awareness is changing, to which manufacturers are also trying to respond, creating ecoinnovative products and services. In the face of many difficulties and turbulences, it is necessary to have a kind of role model. And just as the Swedish economy and the economic entities operating within it are world leaders in innovation, the same is true for ecological innovating. Moreover, the modern Swedish consumer is increasingly aware of eco-innovation and is increasingly focusing on buying smaller quantities, making conscious purchasing choices that suit their needs, but with sustainability in mind. The Swedes, as leaders of eco-innovation in the world, set the paths that the rest of the world is trying to follow. The aim of the article is to draw attention to the role of ecoinnovation and the eco-innovative potential of the Swedish economy, which is considered to be an innovation leader in the international arena. And through this, it may turn out to be a signpost for other economies and economic entities and citizens operating within them.

In the context of the evolution of the games and toy market and changing buyer preferences, assessing purchasing motivations is a key step in understanding consumer behaviour in this market. The aim of this article is to assess consumer motivations influencing the purchase of toys of nostalgic brands. The research results prove that utilitarian motivation, extrinsic motivation and low level of stimulation influence respondents' willingness to buy a nostalgic toy, regardless of whether it was intended as a gift for a child or as a personal purchase.

The modern digital world has changed the way Generation Z consumes information, makes purchasing decisions and builds relationships with brands. This generation grew up in the era of technology, shaping trends and influencing marketing. Influencer marketing has become a key tool that allows brands to establish authentic relationships with young consumers who value authenticity, transparency and individuality. Influencers, thanks to the trust of their audiences, effectively influence their purchasing decisions, building lasting relationships between brands and Generation Z. Therefore, the aim of this study is to identify the impact of influencer marketing on the behaviour of Generation Z consumers by analysing selected campaigns aimed at this generation.

The basis for the competitiveness of enterprises is conducting research and development, which determines the emergence of new innovative technologies or new products. The factors that cause an increase in the innovativeness of enterprises are different and depend on the size of the enterprise, the industry or the environment of the enterprise. Innovation factors are still the subject of many scientific studies. The article presents a synthesis of literature research and the results of own research concerning the determinants of innovation in enterprises in the Podlaskie Voivodeship. Research indicates that the Podlaskie Voivodeship achieves a high level of innovation activity, especially in the field of product innovation, which results both from the need to catch up on development backlogs and the presence of strong, competitive companies in the region.