Jednoosobowe gospodarstwa domowe w Polsce a masowy rynek konsumpcyjny
One-person households in Poland and the mass consumption market

Summary/Abstract: New consumption trends are triggered by, among others, the demographic structure of each population, in particular by the change in the structure of households. One of the main change factors is the evolution of the family model. According to Eurostat data, among the EU-28 countries, the most common in 2017 were a one-person households (33.6%). Their fraction increased compared to 2007 by 3.7 percentage points (Household composition statistics, 2018). The change of the family model has brought a strong increase in the number of one-person households also in Poland (so-called singles). It is estimated that by 2030 the share of contemporary singles of different ages will increase in global terms to over 30%, especially in big cities. In Poland in 2017, the fraction of these households was 23.5%. Satisfying the various needs of singles has shaped the market of goods and services addressed to this group of consumers. The lifestyle of singles is differentiated by several factors that affect their consumer behavior. The authors, using CSO (Central Statistical Office) data from household budget surveys from 2016, examined the impact of selected factors on the expenditures of large-sized singles in two age groups. Logistic regression model was applied, which does not require to satisfy the linear dependence of variables. The application utility of the selected analysis model is translated into information important for the marketing activities of enterprises that try to adapt their market offer to the expectations of a growing group of Polish one-person households.

• Details
• Contents