Determinanty zachowań klientów w miejscu sprzedaży – wstępne wyniki badań
Determinants of customers behaviour in stores − preliminary results of research

Summary/Abstract: The purpose of the article is to present non-marketing and marketing determinants of contemporary customers’ behaviour, including behaviour in stores. Understanding the importance of these dependent or consumer-independent factors can contribute to the improvement of the marketing mix, which is offered to homogeneous customer groups and shop floor planning. Moreover, the research objective is to show some aspects of customers’ behaviuor at the point of sale. The research has been conducted in the Department of Marketing at the Faculty of Management of the University of Lodz since 2016. The research is conducted among the customers of large-scale stores operating in Lodz using the observation method. Due to the size of the sample and the realization of the qualitative research, all presented results refer exclusively to the surveyed customers.

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