Zmiany w zachowaniach konsumentów na rynkach finansowych w zintegrowanej przestrzeni europejskiej
Changes in Consumer Behaviours in the Financial Markets in the Integrated European Space

Summary/Abstract: An aim of considerations is to identify new directions of changes in Polish consumer behaviours in the financial markets, which appear in the more and more integrated European space. The source base for the article was findings of surveys of the qualitative nature carried out by the method of face-to-face interview among managers of the financial institutions operating in Poland in September 2013. The surveys indicate the following changes in consumer behaviours in the light of deepening integration of the financial markets in Europe: globalisation and ecologisation of behaviours, deconsumption, and consumerism. Moreover, experts anticipate the growth of importance of virtualisation and domocentrism among consumers, reduction of the degree of consumers’ financial exclusion and, at the same time, increase of homogenisation of consumption in the financial markets. They also indicate the growth of prosumer tendencies and importance of the segment of women, elder people, children and disabled people. The carried out surveys may be used to build marketing strategies of the financial institutions. Moreover, they can serve to active formation of consumer behaviours and their market education. The article is of the research nature.

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