Journal of Marketing and Market Studies 12/2023

This paper aims to investigate how the number and type of claims placed on gluten-free (GF) cookies packaging impact consumer visual attention and purchase intention, and to compare how consumers who are on a gluten-free diet and those who are not perceive the claims. This article uses the triangulation of two research methods, i.e. eye-tracking (ET), which measures consumer visual attention, and a questionnaire survey. Three self-designed labels for gluten-free cereal cookies with various combinations of health and nutrition claims were assessed. The study shows that both the number and the type of claims on GF packaging impact the visual attention and purchase intention of consumers. Higher number of different claims induces more attention given to all of them but does not lead to higher purchase intention of a certain product. Despite the fact that participants who were on a gluten-free diet had declared that information on the package concerning how the ingredients influenced their health was of high importance, no difference in the visual attention given to claims and purchase intention was found between the followers and non-followers of the diet (p > 0.05).

The article presents the results of quantitative studies on a student sample (n = 163) that allow to determine the importance of delivery terms in consumer purchasing decisions in e-commerce. The delivery was defined by three attributes: delivery time, delivery price and delivery method (delivery place). The objective of the article is to determine the hierarchy (importance) of individual attributes of goods delivery in e-commerce in shaping the perceived value of the offer for the customer. On this basis, a key research question can be defined: How individual attributes of goods delivery in e-commerce affect the perceived value of the customer's offer? For the analysis of the collected empirical material, a conjoint analysis was used, which makes it possible to determine the importance of individual delivery attributes for shaping the perceived customer value, but also to determine the optimal levels of individual attributes. Based on the analysis of the research results, the following conclusions can be drawn: 1) the importance of delivery attributes in shaping the perceived value is as follows: delivery price, delivery method and delivery time; 2) optimal delivery conditions, i.e., creating the highest perceived customer value, are: delivery on the same day, to the parcel machine and for free (PLN 0).

Fostering technology and innovation centres (TIC) is expanding globally; as a result, the concept of the capacity to be the source of innovation (CSI) is getting widespread attention. Four categories of CSI exist: CSI in knowledge, technology, industry, and system. The future development direction of China's TIC is examined by summarizing and contrasting the similarities and differences between three international TICs (Shanghai, Beijing, and Guangdong) and three regional TICs (Zhejiang, Hubei, and Liaoning) in China, in terms of policy texts, development positioning, and regional planning. All of that is done in order to investigate the relationship between the building of TIC and CSI. Additionally, based on the four different types of CSI, the corresponding improvement solutions are given.

The growing competition on the agritourism market, resulting from the increased social interest in this form of recreation, requires knowing the profile of buyers of services offered by agritourism farms. The aim of the paper is to identify the changes that have taken place in the profile of an agritourist, taking into account the impact of the COVID-19 pandemic on the development of tourism in relation to this form of recreation. The study uses the results of two diagnostic surveys conducted among representatives of agritourism farms in the Podlaskie Voivodship in 2020 and 2022. The considerations carried out in the paper allowed not only to determine the transformations in the demographic, social and psychographic structure of agritourists, but also made it possible to identify new, potentially growing segments of recipients of agritourism services. 

The article attempts to capture the axial, pressing conflicts in the field of marketing theory and practice today, taking as a reference point one of the most discussed advertising campaign of recent years in Poland of the YES brand, local jewellery manufacturer. The paper offers a socio-cultural explanation for the success of the campaign as an example of challenging modernist intuitions in marketing communication. Specifically, it explores the conditions and course of the social transformation that fuelled the emergence of an identity market for the brand and demonstrates how marketing communications aligned with identity projects of Polish consumers. In the realm of organization theory, it is argued that common theoretical and cognitive assumptions about the nature of the sociocultural context of organizing and basic management principles, such as the assumed separation between an organization and its environment, prove to be a dysfunctional barrier to the transition to a new two-way model of communication with consumers.