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Authors: Pages: 84-93 Language: English DOI: https://doi.org/10.21272/mmi.2017.1-08
Abstract The aim of the article. In the article the luxury markets of Poland and England are analyzed. The main factors that determine differences in the formation and development of these markets are determined. Consumer behavior motives on the Polish and British luxury goods markets are outlined. The results can be used as a methodological assistance in the development of marketing activities of Polish producers at the luxury goods market of England. Comparative analysis of the market for goods and luxury services in England and Poland is the aim of the article. The results of the analysis. The survey revealed that both customers in the UK and in Poland prefer native brand. In the case of the UK it stems from the belief that only by English fully reflect the style of the British and are able to meet their needs. Poles choose native brand because they know them best, and very often do not have access to foreign brands. The English do not involve the concept of luxury with the price. Poles also gradually cease as associate luxury. Linked to this the availability of a very good quality product for a much lower price. And no doubt the increase in consciousness of buyers. Luxury products both in the UK and in Poland ceased to be purchased only reason to show the status of the material. Much more are seen by looking at utility rather than as a manifestation of wealth. The Poles still do not pay so much attention to the quality as they do the British. This is due to historical factors, while residents of Islands have become accustomed to luxury and know how to take things with excellent quality, Poles pay more attention to the logo than on quality. Poland for many years of communism did not have a single company producing luxury goods and now customers are not yet taught deliberate selection of valuable goods among the luxury goods. There is a very big change of the existing form of things, but it requires many years of free market economy. The British did not pay almost no attention to fashion and trends. This is due to their attachment to tradition and love of native, small manufactories. Poles are much more willing to invest in fashion products. This is because it is a kind of a novelty on the Polish market. The English are very skeptical about the big international companies. This may be due to their belief that the products addressed to all audiences are not very personalized. Poles do not attach to it such importance and are a bit more open to foreign companies. However, the percentage of Polish customers define luxury product as one of the well-known designer is still small, which is affected by the lack of existence in Poland of many luxury brands. In England, the overall vision of the brand is not for customers almost irrelevant. This is combined with the fact that the lack of such a vision in many companies. Small businesses, often located on the outskirts of the cities involved in such products like sweaters made from wool, have no need to create sublime goals, and the more the mission of the company. Polish companies are often forced to create a vision of the company, which would be readable for foreign customers. Because very often one of the major recipients of Polish products luxury customers are foreign (e.g. Polish yachts). In the UK the most important is tradition and history of the brand. It is historically conditioned, since it away from armed conflicts small businesses can continue a production started before the centuries. In Poland, the tradition and history of the brand is virtually meaningless, because all the luxury brand created after 1989, after the fall of communism. The English pay little attention to the art mastery. This may be due to the fact their preferences utility than aesthetic value as such. The British customers prefer to use value than aesthetic. In Poland, customers do not yet have this kind of choice, because it does not exist in Poland, the company specialized in art masters such as. in the production of crystal chandeliers. Several customers who indicated the decisive factor in their purchase, probably much more likely to make purchases abroad than in Poland, hence their experience and awareness of luxury art mastery. Customers in the UK do not pay attention to the encouragement of friends and family when it comes to the choice of luxury goods. This may be related to the fact that the lack of social pressure, which assumes that wealthy people should buy products of famous brands. The few people who indicated this factor are young people whose decisions are often dictated by fashion or the desire to impress friends. Polish customers feel much more suggestions of friends and family. It can be combined with the knowledge that a wealthy person to buy goods brands, as the highlight of its prestige. Conclusions and directions of further researches. Further research will be devoted to exploring the differences of the markets of the England and Poland and the ways how it influences the decision of purchase of consumers of the luxury goods. Also, the further research will be focused on differences used by the managers of the luxury brands in these two countries. There is also a completely new statement “the young culture of the luxury market” which should be developed and described. Keywords: luxury goods, market of Poland, market of England, factors of market formation, motives of consumer behavior JEL Classification: F14, F20, M11, M20, M30, N14. Cite as: Kasztalska, A. (2017). Luxury goods and services: a comparative analysis between the markets of England and Poland. Marketing and Management of Innovations, 1, 84-93. https://doi.org/10.21272/mmi.2017.1-08
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