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Analysis of retail market of home appliances, electronics and digital media in Poland in 2014

  • Industry

    Retail market of home appliances, electronics and digital media

  • Geographical coverage

    Poland

  • Client type

    Publishing house

Research Project - retail and FMCG

Client's need

Research division of PMR conducted a consumer survey on major and small home appliances and other consumer electronics. The study’s aim was to explore times and places of purchasing of these products by Polish consumers, as well as their planned purchases for 2014. The study also included purchasing factors which influence consumer behaviour. 

Our deliverables

The survey was conducted using telephone interviews (CATI) on a representative sample of 600 adult Poles over the age of 18. The sample was selected at random using RDD (random digit dialing).

Value for the client

The report includes three key issues involved in purchasing major and small home appliances and electronic equipment:

  • time of purchase
  • place of purchase
  • purchases planned for 2014.

Factors potentially influencing consumer behaviour include:
  • importance of criteria describing the product
  • sources of information about the product
  • evaluation of the importance of criteria that contribute to the purchase
  • proclivity for unplanned purchases which result from the seller’s instigation
  • proclivity for impulse purchase
  • proclivity for shopping on the internet
  • proclivity for showrooming
  • preferred payment methods
  • budget for household appliances and electronic goods in 2014.

The study’s results form the basis of a report: Retail market of home appliances, electronics and digital media in Poland 2014 

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