Journal of Marketing and Market Studies 05/2023

The article is an attempt to present the concept of behavioral marketing. The first part presents the synthetic assumptions of behavioral economics, its essence, specificity and premises of development. The elements of this characteristic allowed in the second part to present the author's view on behavioral marketing – elements of definition, essential features and designations of the behavioral perspective of marketing. The discussion of the concept of behavioral marketing focuses on the ten basic areas of the reception field of category definitions. It shows the possibilities of describing behavioral marketing through those designations proposed by behaviorism, behavioral economics, research on consumer behavior in marketing, sociology and, with some reasonable caution, also in the area of neuroscience.

The aim of the article is to study the factors affecting the level of social trust in water quality. Currently, there is strong competition on the market for consumer preferences regarding water consumption: the choice between tap water or bottled water. For a long time, tap water was in an unfavorable market position in relation to bottled water. In recent years, however, we have seen a renewed interest in drinking tap water and an increase in awareness of the negative aspects of bottled water. In this context, the results of many years of sociological research conducted in the Poznań agglomeration in 2004–2021 are interesting, which showed an increase in the percentage of inhabitants of the Poznań agglomeration declaring drinking tap water without boiling it and a decrease in the percentage of those inhabitants who never drink unboiled tap water. The article focuses on two groups of factors influencing these percentages: the quality of water supplied by Aquanet, measured by objective physical, chemical, and biological parameters on the one hand and subjective social level of trust in water on the other. Systematic monitoring of water quality parameters in 2012–2021 proves that rigorous water standards are maintained in terms of chemical, physical and biological parameters. The second group of factors are the promotional campaigns conducted by the Aquanet company, shaping the social image of water and the social changes analyzed in the article, changes in consumption preferences related to the increase in the ecological awareness of the inhabitants. The analysis contained in the article does not exhaust the issue. However, it is sufficient to signal the marketing potential associated with a product without packaging, which is tap water.

The aim of the article is to try to get to know the opinions of senior consumers about the ecological features of food product packaging. by older consumers. The article presents the reasons for the special requirements of older consumers towards packaging resulting from the development of the market and the aging of the society. Selected results of research on the knowledge of older consumers' opinions on the ecological features of packaging were also presented. The analysis of the results of research carried out using questionnaire methods and an individual interview allowed to determine the attitude of older consumers to the ecological features of food product packaging. The results of the conducted surveys indicated that environmental performance is the most important feature of food packaging for older consumers, and it is more important for women than for men. The types of packaging of selected food products preferred by the surveyed consumers are more often glass and paper packaging than plastic packaging. However, the results of interviews conducted among consumers indicated that older consumers prefer packaging that is convenient to use or easier to open than ecological packaging during use.

The purpose of the article is a multi-criteria evaluation of train composition in terms of travel comfort and safety on selected routes in Poland. The study includes train sets with different configurations of cars and locomotives that run on popular lines, without taking into account the condition of the railroad track infrastructure. The evaluation will be made based on the knowledge of experts, who are railroad employees. The proposed research method is an analytical hierarchical process (AHP). The scope of the work includes an examination of seven popular train sets operating on selected routes in the context of their capacity. The author intends to achieve the purpose of the work by reviewing the state of the art, identifying influential factors, selecting routes, selecting train compositions, analyzing economic, technical, quality and safety factors. Finally, a final ranking of the results will be created. The research is based on the knowledge of train crew experts with extensive professional experience. The results were aggregated by computer using Expert Choice software.

The article describes the topic of fulfillment service as a complex and innovative logistic solution for e-commerce. The paper aims to show the importance of fulfillment services based on secondary sources and to illustrate the practical aspects of this type of service. At the same time, the article explains the origins and evolution of fulfillment services in the context of broader and more structured logistic solutions that resulted in the emergence of the socalled 3PL (third-party logistics) concept in the market. From such a perspective, fulfillment service appears to be – considering various executive configurations – an attempt to offer e-commerce players a solution that would 'take care' of keeping and rendering the critical aspects of their logistical function. Considering such a background, fulfillment may pose – in light of the literature analyzed – as a transitional stage through which logistics service providers go on their pathway to complex 3PL solutions. An empirical analysis based on the observation of such a possible cause-and-effect relationship in the development of logistics service offers was carried out on the example of InPost – a Polish logistics service provider.