Hipermarket jako zjawisko społeczne

• Autorzy: Artur Zagrodnik

Warianty tytułu

Hypermarket as a Social Phenomenon

• Języki publikacji: PL

Abstrakty

Prawdopodobnie niniejszy artykuł nie wyczerpuje całkowicie tematu przyczyn ciągle rosnącej popularności hipermarketów i im podobnych. Istnieje zapewne wiele innych powodów, dla których ludzie udają się właśnie do wielkich centrów handlowych, ale powyższe wydają się najistotniejsze. Nowe zjawisko społeczne zaczyna urastać do rangi zwyczaju wraz ze wzrostem udziałów w rynku. Dodatkowo o jego sile świadczy ciągła zmiana przyzwyczajeń zakupowych, modelu życia rodzinnego czy przesuwanie koncentracji komunikacyjnej pod wpływem działania centrów handlowych w naszym kraju. (fragment tekstu)

EN

Hyper- and supermarket brands are growing very dynamically in Poland since their appearance in 1994. Process, which occured in Western Europe countries during the last 30-40 years, in Poland took place in less than ten years. Polish customers absorbed western consumers habits swiftly and easily. It is rather interesting why this large and radical transformation went on so smoothly. This article answers that question using various arguments originating from the field of economics, psychology and sociology. In many sources an expression "temple of consumption" is used to define hypermarkets. This metaphor is very felicitous especially in Poland. Customers, instead of going to church, which is natural for Christian culture, prefer to go to a market. Besides that majority of modern shopping centres are so magnificently equipped and arranged that they win the competition for people sensory impressions. Modern types of shopping goods became a great success of international concerns in new economic reality, after 1989. Free market benefits and opportunities suit us and we take advantage of it in whole range. Poles still fancy the possibility of free goods selection. Peculiar consumer revolution, which is related to modern forms of distribution, has changed many habits and behavior patterns of inhabitants of Poland. Leisure activities, shopping customs, nutrition models and many others characteristics of our lives have undergone profound changes. Hypermarkets are facilitating a lot of varied social influence techniques to attract more and more customers and improve financial results. Poles are still very vulnerable to them. We have still considerable difficulty with distinguishing reality and marketing traps. Advantages that accompany free market caused shopping addiction. People believe that if they shop they will feel better. Compulsive shopping and spending generally makes a person feel worse. It is similar to other addictive behaviors and has some of the same characteristics as the problem of drinking (alcoholism), gambling and overeating addictions. Shopping centres are a dangerous competition to city centres. Large carparks next to hypermarkets, traffic jams in cities. The all-in-one-place ideology and low prices cause customer migrations to city's outskirts. Also a great development of motorization in Poland contributes to this process. All changes with regard to hipermarkets can be considered from the point of view of many life aspects. Traditional customs, cultural values, manners the children are inculcated, value hierarchy can be abolished by the life style of mass consumption and money rules. Civilization transformations cannot be restrained but we should try to keep distance to this shopping-mania and marketing illusions. (original abstract)

Słowa kluczowe

PL

Hipermarkety; Konsumpcja

EN

Hypermarkets; Consumption

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Nauki Humanistyczne
• Rocznik: 2004
• Tom: 9
• Numer: nr 1055
• Strony: 332--348

Twórcy

autor

Artur Zagrodnik

• Akademia Ekonomiczna we Wrocławiu

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