Hierarchiczne ujęcie elementów determinujących wybór wielkopowierzchniowych obiektów handlowych w świetle badań

Pełen tekst

(1)=HV]\W\ 1DXNRZHQU. . 8QLZHUV\WHWX(NRQRPLF]QHJRZ.UDNRZLH. *UDŧ\QD3OLFKWD .DWHGUD$QDOL]\5\QNXL%DGDñ 0DUNHWLQJRZ\FK. +LHUDUFKLF]QHXMĕFLHHOHPHQWyZ GHWHUPLQXMćF\FKZ\EyU ZLHONRSRZLHU]FKQLRZ\FKRELHNWyZ KDQGORZ\FKZŋZLHWOHEDGDĸ :SURZDG]HQLH :LHONRSRZLHU]FKQLRZHRELHNW\KDQGORZH :2+

(2) VWDQRZLćWUZDã\HOHPHQW VWUXNWXU\SROVNLHJRKDQGOXGHWDOLF]QHJR6SHãQLDMćRQHRF]HNLZDQLDNRQVXPHQ WyZRIHUXMćFPLQZãDŋFLZ\DVRUW\PHQWSURGXNWyZZRGSRZLHGQLPPLHMVFXF]D VLHRUD]SRDWUDNF\MQ\FKFHQDFK6ćQLHW\ONRQRZRF]HVQ\PLXPRŧOLZLDMćF\PL UHDOL]DFMĕ]DNXSyZSODFyZNDPLKDQGORZ\PLOHF]UyZQLHŧPLHMVFHPZNWyU\P ZFLHNDZ\VSRVyEPRŧQDVSĕG]LþZROQ\F]DV 5R]ZyM:2+QLHZćWSOLZLHVSUDZLãŧHPQLHMV]HSROVNLHILUP\KDQGORZHVWD Qĕã\ZREOLF]X]DJURŧHQLD-HGQDNMDNZ\QLNDPLQ]EDGDĸSU]HSURZDG]RQ\FK SU]H],5:L.L*I.3RORQLDNRQVXPHQFLUHDOL]XMć]DNXS\ZSODFyZNDFKKDQ GORZ\FKRUyŧQ\FKSRZLHU]FKQLDFKVSU]HGDŧRZ\FK²SUDZLHSRãRZD]QLFKUREL ]DNXS\]DUyZQRZZLHONRSRZLHU]FKQLRZ\FKRELHNWDFKKDQGORZ\FKMDNLZPD ã\FKVNOHSDFK &HOHPQLQLHMV]HJRDUW\NXãXMHVWVSHF\ILNDFMDRUD]KLHUDUFKLF]QHXMĕFLHF]\Q QLNyZGHWHUPLQXMćF\FKZ\EyUZLHONRSRZLHU]FKQLRZ\FKSODFyZHNKDQGORZ\FKQD PLHMVFH]DNXSyZ3RGMĕWRMHGQRF]HŋQLHSUyEĕRNUHŋOHQLDHOHPHQWyZZSã\ZDMćF\FK QDSU]HZDJĕ:2+QDGPQLHMV]\PLVNOHSDPLGHWDOLF]Q\PL. 8.ãRVLHZLF]*yUHFND:LHONRSRZLHU]FKQLRZHRELHNW\KDQGORZHMDNRNOXF]RZ\F]\QQLNUR] ZRMXKDQGOXGHWDOLF]QHJRZ3ROVFH,5:L.Å+DQGHO:HZQĕWU]Q\µ:DUV]DZDQU.

(3) . *UDŧ\QD3OLFKWD. :DĝQLHMV]HF]\QQLNLZSï\ZDMÈFHQDZ\EöU ZLHONRSRZLHU]FKQLRZ\FKSODFöZHNKDQGORZ\FK ZĂZLHWOHEDGDñ :SRZV]HFKQHMRSLQLLMDNUyZQLHŧZOLF]Q\FKRSUDFRZDQLDFK]G]LHG]LQ\KDQ GOXF]ĕVWRSRMDZLDVLĕVWZLHUG]HQLHŧHZLHONRSRZLHU]FKQLRZHSODFyZNLKDQGORZH QDMF]ĕŋFLHM]NDSLWDãHP]DJUDQLF]Q\P

(4) GRPLQXMćQDSROVNLPU\QNX:\GDMHVLĕ ŧHPDMćSU]HZDJĕQDGPQLHMV]\PL SROVNLPL

(5) VNOHSDPLLVćF]ĕŋFLHMZ\ELHUDQH SU]H]NRQVXPHQWyZMDNRPLHMVFHUHDOL]DFML]DNXSyZ :FHOXZHU\ILNDFMLW\FKVWZLHUG]HĸRUD]RNUHŋOHQLDHZHQWXDOQ\FKF]\QQLNyZ ZSã\ZDMćF\FKQDZ\EyU:2+SU]H]NRQVXPHQWyZSU]HSURZDG]RQREDGDQLD DQNLHWRZHQDU\QNXNUDNRZVNLP -DNRQDU]ĕG]LHSRPLDURZHSRVãXŧ\ãNZHVWLR QDULXV]DQNLHWRZ\]DZLHUDMćF\S\WDĸ²ZW\PS\WDQLDGRW\F]ćFHSRGHMPRZDQHM ZDUW\NXOHSUREOHPDW\NL :Z\QLNXDQDOL]\X]\VNDQ\FKSRGF]DVSURZDG]HQLDEDGDĸLQIRUPDFMLVWZLHU G]RQRŧHNRQVXPHQFLQDMF]ĕŋFLHMQDPLHMVFHUHDOL]DFML]DNXSyZZ\ELHUDMćSOD FyZNLZLHONRSRZLHU]FKQLRZH0DMćFGRZ\ERUXLQQHVNOHS\GHWDOLF]QHSRQDG UHVSRQGHQWyZ GHNODUXMH ]DNXS\ VSRŧ\ZF]H Z KLSHUPDUNHWDFK VXSHU PDUNHWDFKOXEVNOHSDFKG\VNRQWRZ\FKWMVDPRREVãXJRZ\FKVNOHSDFKRGXŧ\FK SRZLHU]FKQLDFKVSU]HGDŧRZ\FK:QDVWĕSQHMNROHMQRŋFLZ\ELHUDQRQLHZLHONLH VNOHS\RJyOQRVSRŧ\ZF]H

(6) RUD]PDãHRNROLF]QHVNOHSLNLOXENLRVNL

(7) 1DMU]DG]LHMGHNODURZDQR]DNXS\QDSODFDFKWDUJRZ\FKLED]DUDFK Z\SR ZLHG]L

(8) :SU]\SDGNXDUW\NXãyZQLHŧ\ZQRŋFLRZ\FKZ\QLNLRND]Dã\VLĕ]EOL ŧRQHJG\ŧNRQVXPHQWyZMDNRPLHMVFH]DNXSyZZVND]DãRGXŧHVDPRRE VãXJRZHVNOHS\RGXŧ\FKSRZLHU]FKQLDFKVSU]HGDŧRZ\FK1DOHŧ\MHGQDNGRGDþ ŧHZSU]\SDGNXDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK]GHF\GRZDQLHSUHIHURZDQRSOD FyZNLRIHUXMćFHW]ZXVãXJLGRGDWNRZHWMGXŧ\Z\VSHFMDOL]RZDQ\VNOHSVDPR REVãXJRZ\LQLHZLHONLVNOHS]WUDG\F\MQćREVãXJć Z\SRZLHG]LQDSR]LRPLH L

(9) 1DMPQLHMV]ćSRSXODUQRŋFLćFLHV]\ãVLĕPDã\RNROLF]Q\VNOHSOXE NLRVN Z\SRZLHG]L

(10) %DGDQLDDQNLHWRZHSU]HSURZDG]RQRQDU\QNXNUDNRZVNLPQDSUyELHJRVSRGDUVWZ GRPRZ\FK UHVSRQGHQWyZ

(11) 3U]\MĕWRZLHONRŋþSUyE\PLHV]F]ćFćVLĕZW\SRZ\FKUR]PLDUDFKSUyE SU]\MPRZDQ\FKQDSRWU]HE\EDGDĸVSRãHF]Q\FKRUD]VSHãQLDMćFćZ\PRJLVWDZLDQHPHWRGRPRSDU W\PQDRF]HNLZDQHMV]F]HJyãRZRŋFLNODV\ILNDFMLNU]\ŧRZHMZDQDOL]LHWDEXODU\F]QHMGDQ\FK ZLĕ FHMRMHGQHM]SUDNW\F]Q\FKPHWRGVãXŧćFHMGRRNUHŋODQLDOLF]HEQRŋFLSUyE\Z\NRU]\VW\ZDQHM JãyZQLHGODSUyENZRWRZ\FKLZDUVWZRZ\FK]REZ%DGDQLDPDUNHWLQJRZH0HWRG\LRSUR JUDPRZDQLHNRPSXWHURZH$%D]DUQLN7*UDELĸVNL(.ćFLDN60\QDUVNL$6DJDQ$( Z.UDNRZLH.UDNyZV

(12) 3UyEĕGREUDQRZHGãXJWDNLFKNU\WHULyZMDNPLHMVFH]DPLHV] NDQLD G]LHOQLFD

(13) ZLHNZ\NV]WDãFHQLHRUD]OLF]EDRVyEZJRVSRGDUVWZLHGRPRZ\P%DGDQLDSUR ZDG]RQRZUDPDFKQDXNRZHJRSURMHNWXEDGDZF]HJRQU+2&ILQDQVRZDQHJRSU]H] .RPLWHW%DGDĸ1DXNRZ\FK.

(14) . +LHUDUFKLF]QHXMĕFLHHOHPHQWyZ«. :Z\QLNXSU]HSURZDG]RQ\FKREOLF]HĸVWZLHUG]RQRŧHZXMĕFLXKLHUDUFKLF] Q\PQDMZDŧQLHMV]\PLF]\QQLNDPLGHF\GXMćF\PLRZ\ERU]HZLHONRSRZLHU]FKQLR Z\FKSODFyZHNKDQGORZ\FKQDPLHMVFH]DNXSyZVćSR]LRPFHQRUD]ORNDOL]DFMD UHVSRQGHQWyZX]QDãRFHQ\]DŋORNDOL]DFMĕ]DQDMZDŧQLHMV]\F]\QQLN

(15) .ROHMQ\PLF]\QQLNDPLZHGãXJNU\WHULXPZDŧQRŋFLZ\UyŧQLRQ\PL]XZ]JOĕGQLH QLHPOLF]QRŋFLZ\SRZLHG]LE\ã\DVRUW\PHQWGRJRGQHJRG]LQ\RWZDUFLDLMDNRŋþ WRZDUyZ=DQDMPQLHMZDŧQHF]\QQLNLX]QDQRSURPRFMHKDQGORZHURG]LQQH ]DNXS\ZZROQHGQLGXŧ\SDUNLQJZ\VWUyMSODFyZHNZLHONRSRZLHU]FKQLRZ\FK RUD]VSRVyEREVãXJL 7DEHOD&]\QQLNLGHF\GXMćFHRZ\ERU]HSODFyZHNZLHONRSRZLHU]FKQLRZ\FK VWDW\VW\NL RSLVRZH

(16). 5RG]DMF]\QQLND. /LF]QRŋþ Z\SRZLHG]L 1

(17). 0HGLDQD. 0RGDOQD. :\SRZLHG]L ZHGãXJZDŧ QRŋFLF]\Q QLNyZ UDQJ

(18). $

(19) /RNDOL]DFMD. . . . . %

(20) 'RJRGQHJRG]LQ\RWZDUFLD. . . . . &

(21) &HQ\. . . . . '

(22) $VRUW\PHQW. . . . . (

(23) -DNRŋþWRZDUyZ. . . . . )

(24) 'Xŧ\SDUNLQJ. . . . . . . . . +

(25) :\VWUyMSODFyZNL. . . . . ,

(26) 3URPRFMHKDQGORZH. . . . . -

(27) 5RG]LQQH]DNXS\ZZROQHGQL. . . . . *

(28) 6SRVyEREVãXJL. ŤUyGãRRSUDFRZDQLHZãDVQH. :NROHMQ\PHWDSLHSRGGDQRRFHQLHZSã\ZFHFKGHPRJUDILF]Q\FKUHVSRQ GHQWyZQDZ\SRZLHG]LGRW\F]ćFHZDJLSRV]F]HJyOQ\FKF]\QQLNyZGHF\GXMćF\FK RZ\ERU]HSODFyZHNZLHONRSRZLHU]FKQLRZ\FK:W\PFHOXXZ]JOĕGQLRQRQDM ZDŧQLHMV]H]PLHQQHVSRãHF]QRGHPRJUDILF]QHWMGRFKyGV\WXDFMĕPDWHULDOQć ZLHNLZ\NV]WDãFHQLHUHVSRQGHQWyZ:Z\QLNXGRNRQDQHMDQDOL]\VWZLHUG]RQR ŧHZHGãXJNU\WHULXPZDŧQRŋFLQDMLVWRWQLHMV]\PLF]\QQLNDPLRND]Dã\VLĕFHQ\ ORNDOL]DFMDDVRUW\PHQWLGRJRGQHJRG]LQ\RWZDUFLDVNOHSyZZLHONRSRZLHU]FK QLRZ\FK :FHOXZ\ND]DQLDVWDW\VW\F]QHM]DOHŧQRŋFLSRPLĕG]\QDMZDŧQLHMV]\PLF]\Q QLNDPLZ\ERUXD]PLHQQ\PLGHPRJUDILF]Q\PL]DVWRVRZDQRSURFHGXUĕZUH]XO WDFLHNWyUHMGRGDOV]HMDQDOL]\SU]\MĕWRMHG\QLHSRZLć]DQLDSRPLĕG]\]PLHQQ\PL LVWRWQLHUyŧQLFXMćF\PLZ\ERU\PLHMVFD]DNXSX8Z]JOĕGQLDMćFURG]DMQDE\ZDQ\FK.

(29) . *UDŧ\QD3OLFKWD. DUW\NXãyZSU]HSURZDG]RQRRGUĕEQHDQDOL]\GODDUW\NXãyZŧ\ZQRŋFLRZ\FKLQLH ŧ\ZQRŋFLRZ\FK:SLHUZV]\PHWDSLHGRNRQDQRRFHQ\]DOHŧQRŋFLSRPLĕG]\ ]PLHQQ\PLVSRãHF]QRGHPRJUDILF]Q\PLDQDMZDŧQLHMV]\PLF]\QQLNDPLGHWHUPL QXMćF\PLZ\EyUPLHMVFD]DNXSyZDUW\NXãyZŧ\ZQRŋFLRZ\FK:\ND]DQRLVWRWQć VWDW\VW\F]QLH]DOHŧQRŋþSRPLĕG]\F]\QQLNLHPORNDOL]DFMLDGRFKRGDPLLV\WXDFMć PDWHULDOQćUHVSRQGHQWyZ WDEHOH²

(30) 7DEHOD=QDF]HQLHORNDOL]DFMLZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHM ZŋUyGRVyERVLćJDMćF\FKQLVNLHGRFKRG\. &]\QQLN. =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(31).

(32) QDMZDŧQLHMV]\ 6WRSLHĸZDŧQRŋFL

(33) PQLHMZDŧQ\ ORNDOL]DFMLMDNR F]\QQLNDZ\ERUX

(34) QDMPQLHMZDŧQ\ RJyãHP. 0LHMVFH]DNXSXDUW\NXãyZŧ\ZQRŋFLRZ\FK SU]HFLĕWQHGRFKRG\SRQLŧHM]ã

(35) &KL3HDUVRQD GI S ZLHONRSR ZLHU]FKQLRZH SODFyZNL KDQGORZH

(36). XG]LDãZOLF] LQQHSODFyZNL ELHUHVSRQGHQWyZ KDQGORZH

(37) RJyãHP. . . . . . . . . . . . . ŤUyGãRRSUDFRZDQLHZãDVQH. -DNZ\QLND]REOLF]Hĸ WDEHOD

(38) ]QDF]HQLHF]\QQLNDORNDOL]DFMLZSURFHVLH Z\ERUXSODFyZHNZLHONRSRZLHU]FKQLRZ\FKMHVW]GHWHUPLQRZDQHZLHONRŋFLć GRFKRGyZ6WDW\VW\F]QLHLVWRWQć]DOHŧQRŋþSRPLĕG]\]PLHQQ\PL S

(39) VWZLHUG]RQRZSU]\SDGNXGRFKRGyZSRQLŧHM]ã'ODQLHVSHãQDNRQ VXPHQWyZZ\ND]XMćF\FKGRFKRG\ZW\PSU]HG]LDOHORNDOL]DFMDVWDQRZLQDMZDŧ QLHMV]\F]\QQLNZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHMQDWRPLDVWGODMHVW QDMPQLHMZDŧQ\PF]\QQLNLHP5R]NãDGZ\SRZLHG]LPRŧHVXJHURZDþŧHPLHMVFD ]DNXSyZVãDERXSRVDŧRQ\FKNRQVXPHQWyZZSU]HZDŧDMćF\PVWRSQLXGHWHUPLQXMć F]\QQLNLHNRQRPLF]QH 5RODF]\QQLNDORNDOL]DFMLZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHM MHVW]ZLć]DQD]HVWDWXVHPPDWHULDOQ\PNRQVXPHQWyZ,VWRWQć]DOHŧQRŋþSRPLĕG]\ ]PLHQQ\PLVWZLHUG]RQRZSU]\SDGNXEDUG]R]ãHM]ãHMRUD]GREUHMV\WXDFMLPDWH ULDOQHMEDGDQ\FK WDEHOHL

(40) -DNZ\QLND]EDGDĸ]ãDLEDUG]R]ãDV\WXDFMDPDWHULDOQDLVWRWQLHUyŧQLFXMH S

(41) GHF\]MHZ\ERUXNRQVXPHQWyZ]HZ]JOĕGXQDF]\QQLNORNDOL]DFML WDEHOD

(42) :WHMJUXSLHGODNRQVXPHQWyZORNDOL]DFMDVWDQRZLQDMZDŧQLHM V]\F]\QQLNQDWRPLDVWGODMHVWPQLHMZDŧQ\PF]\QQLNLHPZSã\ZDMćF\P QDZ\EyUSODFyZNLZLHONRSRZLHU]FKQLRZHM.

(43) . +LHUDUFKLF]QHXMĕFLHHOHPHQWyZ« 7DEHOD=QDF]HQLHORNDOL]DFMLZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHM ZŋUyGRVyER]ãHMLEDUG]R]ãHMV\WXDFMLPDWHULDOQHM. &]\QQLN. =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(44).



(47) QDMPQLHMZDŧQ\ RJyãHP. 0LHMVFH]DNXSXDUW\NXãyZŧ\ZQRŋFLRZ\FK V\WXDFMDPDWHULDOQD]ãDLEDUG]R]ãD

(48) &KL3HDUVRQD GI S ZLHONRSR XG]LDãZOLF] ZLHU]FKQLRZH LQQHSODFyZNL ELHUHVSRQGHQWyZ SODFyZNLKDQ KDQGORZH

(49) RJyãHP GORZH

(50) . ŤUyGãRRSUDFRZDQLHZãDVQH. :ŋUyGRVyEEĕGćF\FKZGREUHMV\WXDFMLPDWHULDOQHM WDEHOD

(51) EDGD Q\FKZVND]XMHORNDOL]DFMĕMDNRQDMZDŧQLHMV]\F]\QQLNQDWRPLDVW²MDNR PQLHMZDŧQ\F]\QQLNZ\ERUX 7DEHOD=QDF]HQLHORNDOL]DFMLZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHMGOD RVyERGREUHMV\WXDFMLPDWHULDOQHM. &]\QQLN. =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(52).



(55) QDMPQLHMZDŧQ\ RJyãHP. 0LHMVFH]DNXSXDUW\NXãyZŧ\ZQRŋFLRZ\FK GREUDV\WXDFMDPDWHULDOQD

(56) &KL3HDUVRQD GI S ZLHONRSR ZLHU]FKQLRZH SODFyZNLKDQ GORZH


(58) RJyãHP. . . . . . . . . . . . . ŤUyGãRRSUDFRZDQLHZãDVQH. 3RUyZQXMćFUR]NãDGZ\SRZLHG]LZWDEHODFKLPRŧQD]DREVHUZRZDþZ]URVW ]QDF]HQLDF]\QQLNDORNDOL]DFMLZPLDUĕSRSUDZ\V\WXDFMLPDWHULDOQHMNRQVXPHQWyZ 8Z]JOĕGQLDMćFMHG\QLHQDMZDŧQLHMV]HF]\QQLNLGHWHUPLQXMćFH]DNXS\DUW\NXãyZ ŧ\ZQRŋFLRZ\FKZZLHONRSRZLHU]FKQLRZ\FKSODFyZNDFKKDQGORZ\FK]EXGRZDQR PDSĕNRUHVSRQGHQFML3RVWĕSXMćF]JRGQLH]RGSRZLHGQLćSURFHGXUćZVSRVyE 6]HURNLRSLVVWRVRZDQHMPHWRGRORJLLPRŧQD]QDOHťþPLQZRSUDFRZDQLDFK60\QDUVNL 8ŧ\WHF]QRŋþZLHORZ\PLDURZHMDQDOL]\NRUHVSRQGHQFMLZEDGDQLDFKVHJPHQWDFMLLVHOHNW\ZQRŋFL.

(59) . *UDŧ\QD3OLFKWD. Wymiar 2; W. własna: ,00383 (14,58% bezwładn.). V\QWHW\F]Q\]DSUH]HQWRZDQRQDMZDŧQLHMV]HF]\QQLNLGHWHUPLQXMćFHZ\EyUZLHO NRSRZLHU]FKQLRZ\FKSODFyZHNKDQGORZ\FKQDPLHMVFH]DNXSyZDUW\NXãyZŧ\Z QRŋFLRZ\FKLSU]HGVWDZLRQRMHZNDWHJRULDFK]PLHQQ\FKGHPRJUDILF]Q\FK U\V

(60) 0,5 I. 0,4 0,3 0,2 0,1 0,0 –0,1. 51–60 zł wyższe powyżej 60 lat trudno określić inne sklepy 501–1000 zł podstawowe A D 1001–2000 zł do 30 lat zła C przeciętna B poniżej 300 zł dobra zawodowe średnie sklepy wielkopowierzchniowe 300–500 zł 31–40 lat 41–50 lat. –0,2 –0,3 –0,4. –0,3. –0,2 –0,1 0,0 0,1 0,2 Wymiar 1; W. własna: ,01771 (67,42% bezwładn.) najważniejsze czynniki zmienne demograficzne. Najważniejsze czynniki: A – lokalizacja B – dogodne godziny otwarcia. C – ceny D – asortyment. 0,3. I – promocje handlowe. 5\V0DSDNRUHVSRQGHQFMLGODQDMZDŧQLHMV]\FKF]\QQLNyZZ\ERUXSDOFyZHN ZLHONRSRZLHU]FKQLRZ\FKL]PLHQQ\FKGHPRJUDILF]Q\FK DUW\NXã\ŧ\ZQRŋFLRZH

(61) ŤUyGãRRSUDFRZDQLHZãDVQH. :UH]XOWDFLHSU]HSURZDG]RQHMDQDOL]\NRUHVSRQGHQFMLVIRUPXãRZDQRQDVWĕ SXMćFHZQLRVNL ²]QDMZDŧQLHMV]\PF]\QQLNLHP²FHQćQDMVLOQLHMSRZLć]DQHVćGRFKRG\SRQL ŧHM]ãL²]ãRUD]Z\NV]WDãFHQLH]DZRGRZH7DNLHSRZLć]DQLHSR]ZDOD QDVWZLHUG]HQLHŧHSR]LRPFHQPDGXŧH]QDF]HQLHGODNRQVXPHQWyZZŋUHGQLP ZLHNXRNUHŋODMćF\FKVZRMćV\WXDFMĕPDWHULDOQćMDNRSU]HFLĕWQć U\QNXRUD]-*yUQLDN=DVWRVRZDQLHZLHORZ\PLDURZHMDQDOL]\NRUHVSRQGHQFMLZVNDORZDQLX GDQ\FKMDNRŋFLRZ\FKQDSU]\NãDG]LHVNDOLVWDWXVXVSRãHF]QRHNRQRPLF]QHJR>Z@=DVWRVRZDQLH PHWRGZLHORZ\PLDURZ\FKZEDGDQLDFKVHJPHQWDFMLLVHOHNW\ZQRŋFLU\QNXUHG60\QDUVNL 0DWHULDã\],,:DUV]WDWyZ0HWRGRORJLF]Q\FK$(Z.UDNRZLH.UDNyZ$6DJDQ%DGDQLD PDUNHWLQJRZH3RGVWDZRZHNLHUXQNL:\GDZQLFWZR$(Z.UDNRZLH.UDNyZ.

(62) . +LHUDUFKLF]QHXMĕFLHHOHPHQWyZ«. ²ORNDOL]DFMDSODFyZHNZLHONRSRZLHU]FKQLRZ\FKMHVWQDMZDŧQLHMV]\PF]\Q QLNLHPZ\ERUXGODNRQVXPHQWyZPãRG\FK²GRODWRUD]GODRVLćJDMćF\FK GRFKRG\ZSU]HG]LDOH²]ã ²DVRUW\PHQWMHVWQDMVLOQLHMSRZLć]DQ\]Z\VRNLPLGRFKRGDPLF]\OLPDQDM ZLĕNV]H]QDF]HQLHGODRVyEEDUG]RGREU]HXSRVDŧRQ\FK ²GRJRGQHJRG]LQ\RWZDUFLDSODFyZHNZLHONRSRZLHU]FKQLRZ\FKVćQDMZDŧQLHM V]HGODNRQVXPHQWyZZZLHNX²ODWZZLĕNV]RŋFLF]\QQ\FK]DZRGRZRLSUD FXMćF\FKZHGãXJW]ZQLHQRUPRZDQHJRF]DVXSUDF\ :NROHMQ\PHWDSLHZFHOXRNUHŋOHQLDZSã\ZX]PLHQQ\FKVSRãHF]QRGHPR JUDILF]Q\FKQDKLHUDUFKL]DFMĕF]\QQLNyZNWyUHGHWHUPLQXMć]DNXS\DUW\NXãyZ QLHŧ\ZQRŋFLRZ\FKZSODFyZNDFKZLHONRSRZLHU]FKQLRZ\FKGRNRQDQRRFHQ\ ]DOHŧQRŋFLSRPLĕG]\]PLHQQ\PL:Z\QLNXSU]HSURZDG]RQHMDQDOL]\Z\ND]DQR LVWRWQćVWDW\VW\F]QLH]DOHŧQRŋþSRPLĕG]\FHQćORNDOL]DFMćDVRUW\PHQWHPLSUR PRFMDPLKDQGORZ\PLDZ\NV]WDãFHQLHPZLHNLHPGRFKRGDPLLV\WXDFMćPDWH ULDOQćUHVSRQGHQWyZ WDEHOH²

(63) 0DMćFQDZ]JOĕG]LHZV]\VWNLHW\S\Z\NV]WDãFHQLDEDGDQ\FKVWZLHUG]RQRŧH MHG\QLHZ\NV]WDãFHQLH]DZRGRZHZLVWRWQ\VSRVyE S

(64) UyŧQLFXMHGHF\ ]MHNRQVXPHQWyZ]HZ]JOĕGXQDF]\QQLNORNDOL]DFML WDEHOD

(65) 7DEHOD=QDF]HQLHORNDOL]DFMLZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHM ZŋUyGRVyE]Z\NV]WDãFHQLHP]DZRGRZ\P. &]\QQLN. =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(66).



(69) QDMPQLHMZDŧQ\ RJyãHP. 0LHMVFH]DNXSXDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK Z\NV]WDãFHQLH]DZRGRZH



(72) RJyãHP. . . . . . . . . . . . . ŤUyGãRRSUDFRZDQLHZãDVQH. :LĕNV]RŋþEDGDQ\FKWM]Z\NV]WDãFHQLHP]DZRGRZ\PZVND]XMH ORNDOL]DFMĕMDNRQDMZDŧQLHMV]\F]\QQLNQDWRPLDVW²MDNRPQLHMZDŧQ\ F]\QQLNNWyU\SU]HVćG]DR]DNXSDFKDUW\NXãyZQLHŧ\ZQRŋFLRZ\FKZZLHONRSR ZLHU]FKQLRZ\FKSODFyZNDFKKDQGORZ\FK -HŋOLFKRG]LRF]\QQLNORNDOL]DFMLGHF\]MHZ\ERUXPLHMVFD]DNXSXDUW\NXãyZ QLHŧ\ZQRŋFLRZ\FKZLVWRWQ\VSRVyEUyŧQLFXMćWDNŧHGRFKRG\NRQVXPHQWyZ.

(73) . *UDŧ\QD3OLFKWD. ,VWRWQć]DOHŧQRŋþSRPLĕG]\]PLHQQ\PL S

(74) VWZLHUG]RQRGODGRFKRGyZ SRQLŧHM]ã WDEHOD

(75) :WHMJUXSLHNRQVXPHQWyZSRQDGX]QDãRŧHORND OL]DFMDVWDQRZLGODQLFKQDMZDŧQLHMV]\F]\QQLNZ\ERUX 7DEHOD=QDF]HQLHORNDOL]DFMLZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHMGOD RVyEZ\ND]XMćF\FKQLVNLHGRFKRG\. &]\QQLN. =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(76).



(79) QDMPQLHMZDŧQ\ RJyãHP. 0LHMVFH]DNXSXDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK SU]HFLĕWQHGRFKRG\SRQLŧHM]ã



(82) RJyãHP. . . . . . . . . . . . . ŤUyGãRRSUDFRZDQLHZãDVQH. ,VWRWQć]DOHŧQRŋþSRPLĕG]\]PLHQQ\PL S

(83) Z\ND]DQRUyZQLHŧGOD GRFKRGyZZSU]HG]LDOH²]ã WDEHOD

(84) 7DEHOD=QDF]HQLHORNDOL]DFMLZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHMGOD RVyEZ\ND]XMćF\FKGRFKRG\ZSU]HG]LDOH²]ã &]\QQLN =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(85) 6WRSLHĸZDŧQRŋFL ORNDOL]DFMLMDNR

(86) QDMZDŧQLHMV]\ F]\QQLNDZ\ERUX

(87) PQLHMZDŧQ\. 0LHMVFH]DNXSXDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK SU]HFLĕWQHGRFKRG\²]ã



(90) RJyãHP. . . . . . .

(91) QDMPQLHMZDŧQ\. . . . RJyãHP. . . . ŤUyGãRRSUDFRZDQLHZãDVQH. -DNSU]HGVWDZLRQRZWDEHOLGODRNEDGDQ\FKORNDOL]DFMDVWDQRZLQDM ZDŧQLHMV]\F]\QQLNZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHM0QLHMZDŧQ\P.

(92) . +LHUDUFKLF]QHXMĕFLHHOHPHQWyZ«. F]\QQLNLHPMHVWRQDGODQLHVSHãQDEDGDQ\FK]DŋQDMPQLHMZDŧQ\P²GOD SRQDGUHVSRQGHQWyZ0RŧQDX]QDþŧHZUD]]HZ]URVWHPSR]LRPXGRFKRGyZ QDVWĕSXMHZ]URVW]QDF]HQLDORNDOL]DFMLSODFyZHNZLHONRSRZLHU]FKQLRZ\FKZKLH UDUFKLLZDŧQRŋFLF]\QQLNyZZ\ERUXPLHMVFD]DNXSyZ -DNZ\ND]DQRZWUDNFLHEDGDĸLVWRWQHPLHMVFHZKLHUDUFKLLZDŧQRŋFLF]\Q QLNyZZ\ERUXZLHONRSRZLHU]FKQLRZ\FKSODFyZHNKDQGORZ\FK]DMPXMćFHQ\ 6WZLHUG]RQRŧHGHF\]MĕRPLHMVFXQDE\ZDQLDDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK]H Z]JOĕGXQDFHQ\ZVSRVyELVWRWQ\UyŧQLFXMHV\WXDFMDPDWHULDOQDNRQVXPHQWyZ %LRUćFSRGXZDJĕSRGVWDZRZHVWDW\VW\NLLVWRWQć]DOHŧQRŋþSRPLĕG]\]PLHQQ\PL S

(93) Z\ND]DQRMHG\QLHGODEDGDQ\FK]QDMGXMćF\FKVLĕZ]ãHMLEDUG]R]ãHM V\WXDFMLPDWHULDOQHM WDEHOD

(94) 7DEHOD=QDF]HQLHFHQZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHMGODRVyE R]ãHMLEDUG]R]ãHMV\WXDFMLPDWHULDOQHM. &]\QQLN. =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(95).



(98) QDMPQLHMZDŧQ\ RJyãHP. 0LHMVFH]DNXSXDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK V\WXDFMDPDWHULDOQD]ãDLEDUG]R]ãD



(101) RJyãHP. . . . . . . . . . . . . ŤUyGãRRSUDFRZDQLHZãDVQH. -DNSU]HGVWDZLRQRZWDEHOLRNEDGDQ\FKZVND]XMHFHQĕMDNRQDMZDŧ QLHMV]\F]\QQLNZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHMQDWRPLDVW²MDNR F]\QQLNPQLHMZDŧQ\=DSUH]HQWRZDQ\UR]NãDGZ\SRZLHG]LPRŧHQDVXZDþZQLR VHNŧHQDZHWEDUG]RNRU]\VWQHFHQ\ZSODFyZNDFKZLHONRSRZLHU]FKQLRZ\FKQLH SU]HVćG]DMćRZ\ERU]HWHJRURG]DMXVNOHSyZ5R]NãDGZ\SRZLHG]LPRŧHE\þWDNŧH SRG\NWRZDQ\IDNWHPŧHUHDOL]DFMD]DNXSyZZSODFyZNDFKZLHONRSRZLHU]FKQLR Z\FKMHVWF]ĕVWR]ZLć]DQD]GRMD]GHPGRW\FKRELHNWyZLZ\GDWNRZDQLHPZ\ŧ V]\FKNZRWSLHQLĕG]\QLŧ]DãRŧRQHPLQLPXP QSVSHFMDOQHSURPRFMHRND]MRQDOQH REQLŧNLFHQÅRIHUW\GQLDµLWS

(102) VWDQRZLZLĕFSUREOHPGODNRQVXPHQWyZ]QDMGXMć F\FKVLĕZEDUG]R]ãHMV\WXDFMLPDWHULDOQHM 'HF\]MĕRPLHMVFXQDE\ZDQLDDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK]HZ]JOĕGXQDFHQ\ ZVSRVyELVWRWQ\UyŧQLFXMćUyZQLHŧQLVNLHGRFKRG\NRQVXPHQWyZ²SRQLŧHM]ã.

(103) . *UDŧ\QD3OLFKWD. 7DEHOD=QDF]HQLHFHQ\ZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHMGODRVyE Z\ND]XMćF\FKGRFKRG\SRQLŧHM]ã. &]\QQLN. =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(104).



(107) QDMPQLHMZDŧQ\ RJyãHP. 0LHMVFH]DNXSXDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK SU]HFLĕWQHGRFKRG\SRQLŧHM]ã



(110) RJyãHP. . . . . . . . . . . . . ŤUyGãRRSUDFRZDQLHZãDVQH. 5R]NãDGZ\SRZLHG]LSRWZLHUG]D]QDF]HQLHFHQSU]\F]\PGODZLĕNV]RŋFLEDGDQ\FK

(111) FHQ\VWDQRZLćPQLHMZDŧQ\DGOD²QDMPQLHMZDŧQ\F]\QQLNZ\ERUX :\GDMHVLĕŧH²SRGREQLHMDNZSU]\SDGNXEDUG]R]ãHMV\WXDFMLPDWHULDOQHM²QLVNLH GRFKRG\ZSã\ZDMćQDRJUDQLF]HQLHLORŋFLLZDUWRŋFL]DNXSyZDW\PVDP\PZSH ZLHQVSRVyERJUDQLF]DMćPRŧOLZRŋFL]DNXSyZZGXŧ\FKSODFyZNDFKKDQGORZ\FK .ROHMQ\PF]\QQLNLHPNWyU\ZGXŧ\PVWRSQLXZSã\ZDQDUHDOL]DFMĕ]DNXSyZ DUW\NXãyZQLHŧ\ZQRŋFLRZ\FKZVNOHSDFKZLHONRSRZLHU]FKQLRZ\FKMHVWDVRUW\PHQW :WUDNFLHEDGDĸVWZLHUG]RQRŧH]QDF]HQLHWHJRF]\QQLNDZSURFHVLHZ\ERUXPLHM VFD]DNXSyZMHVWX]DOHŧQLRQHRGZLHNXNRQVXPHQWyZ,VWRWQć]DOHŧQRŋþSRPLĕG]\ ]PLHQQ\PL QDSR]LRPLHS

(112) Z\ND]DQRZSU]\SDGNXEDGDQ\FKZZLHNX ²ODW WDEHOD

(113) 7DEHOD=QDF]HQLHDVRUW\PHQWXZSURFHVLHZ\ERUXSODFyZNLZLHONRSRZLHU]FKQLRZHM GODRVyEZZLHNX²ODW. &]\QQLN. =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(114).



(117) QDMPQLHMZDŧQ\ RJyãHP ŤUyGãRRSUDFRZDQLHZãDVQH. 0LHMVFH]DNXSXDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK ZLHN²ODW



(120) RJyãHP. . . . . . . . . . . . .

(121) . +LHUDUFKLF]QHXMĕFLHHOHPHQWyZ«. -DNSU]HGVWDZLRQRZWDEHOLZXMĕFLXKLHUDUFKLF]Q\PDVRUW\PHQWMHVWQDM ZDŧQLHMV]\PF]\QQLNLHPGODNRQVXPHQWyZQDWRPLDVWMHVWQDMPQLHMZDŧQ\P F]\QQLNLHPGODRNEDGDQ\FK:\GDMHVLĕŧHFKRFLDŧNRQVXPHQFLZSRGH V]ã\PZLHNXSU]\ZLć]XMćZDJĕGRDVRUW\PHQWXGRVWĕSQHJRZSODFyZNDFKZLHO NRSRZLHU]FKQLRZ\FKWRZSU]\SDGNX]DNXSXQSVSU]ĕWXJRVSRGDUVWZDGRPR ZHJRF]ĕŋFLHMZ\ELHUDMćPQLHMV]H²VSHFMDOLVW\F]QHVNOHS\ 3RGF]DVSU]HSURZDG]RQ\FKEDGDĸZ\ND]DQRUyZQLHŧŧH]DNXS\DUW\NXãyZ QLHŧ\ZQRŋFLRZ\FKZVNOHSDFKZLHONRSRZLHU]FKQLRZ\FKZGXŧ\PVWRSQLXGHWHU PLQXMćSURPRFMHKDQGORZH5DQJDWHJRF]\QQLNDZSURFHVLHZ\ERUXPLHMVFD ]DNXSyZMHVWŋFLŋOH]ZLć]DQD]Z\NV]WDãFHQLHPNRQVXPHQWyZSU]\F]\PLVWRWQć VWDW\VW\F]QLH]DOHŧQRŋþSRPLĕG]\]PLHQQ\PL S

(122) VWZLHUG]RQRW\ONRGOD EDGDQ\FK]Z\NV]WDãFHQLHPŋUHGQLP WDEHOD

(123) 7DEHOD=QDF]HQLHSURPRFMLKDQGORZ\FKZSURFHVLHZ\ERUXSODFyZNL ZLHONRSRZLHU]FKQLRZHMGODRVyE]Z\NV]WDãFHQLHPŋUHGQLP. &]\QQLN. =QDF]HQLHF]\QQLND ZKLHUDUFKLLZDŧQRŋFL UDQJL

(124).



(127) QDMPQLHMZDŧQ\ RJyãHP. 0LHMVFH]DNXSXDUW\NXãyZQLHŧ\ZQRŋFLRZ\FK Z\NV]WDãFHQLHŋUHGQLH



(130) RJyãHP. . . . . . . . . . . . . ŤUyGãRRSUDFRZDQLHZãDVQH. -DNZ\QLND]WDEHOLSURPRFMHKDQGORZHPDMćPQLHMV]H]QDF]HQLHZSUR FHVLHZ\ERUXGXŧ\FKVNOHSyZ6WZLHUG]RQRŧHVćPQLHMZDŧQ\PF]\QQLNLHPGOD SRQDGSRãRZ\EDGDQ\FKRUD]QDMPQLHMZDŧQ\PGODUHVSRQGHQWyZ:\QLNL EDGDĸQDVXZDMćVWZLHUG]HQLHŧHSURPRFMHKDQGORZHPDMćZSã\ZQDGHF\]MH NRQVXPHQWyZOHF]]UDFMLLFKSRZV]HFKQHJRVWRVRZDQLDSU]H]UyŧQHW\S\SOD FyZHNKDQGORZ\FKQLHGHF\GXMćEH]SRŋUHGQLRRGRNRQ\ZDQLX]DNXSyZZVNOH SDFKZLHONRSRZLHU]FKQLRZ\FK 6\QWHW\F]QH]DOHŧQRŋFLSRPLĕG]\]PLHQQ\PLGHPRJUDILF]Q\PLDQDMZDŧ QLHMV]\PLF]\QQLNDPLGHWHUPLQXMćF\PL]DNXS\DUW\NXãyZQLHŧ\ZQRŋFLRZ\FK ZZLHONRSRZLHU]FKQLRZ\FKSODFyZNDFKKDQGORZ\FKXMĕWRQDPDSLHNRUHVSRQ GHQFML U\V

(131) .

(132) Wymiar 2; W. własna: ,00381 (19,21% bezwładn.). . *UDŧ\QD3OLFKWD. 0,20 I. 0,15. 300–500 zł. 0,05 podstawowe poniżej 300 zł C. 0,00 –0,05. zła. powyżej 60 lat. BD. do 30 lat przeciętna. średnie. 31–40 lat 41–50 lat trudno określić zawodowe A. dobra wyższe 1001–2000 zł. 501–1000 zł. –0,10. sklepy wielkopowierzchniowe. –0,15 –0,20 –0,4. 51–60 lat. inne sklepy. 0,10. –0,3. –0,2 –0,1 0,0 0,1 0,2 Wymiar 1; W. własna: ,01299 (65,43% bezwładn.) najważniejsze czynniki zmienne demograficzne. 0,3. Najważniejsze czynniki: A – lokalizacja C – ceny I – promocje handlowe B – dogodne godziny otwarcia D – asortyment. 5\V0DSDNRUHVSRQGHQFMLGODQDMZDŧQLHMV]\FKF]\QQLNyZZ\ERUXSODFyZHN ZLHONRSRZLHU]FKQLRZ\FKL]PLHQQ\FKGHPRJUDILF]Q\FK DUW\NXã\QLHŧ\ZQRŋFLRZH

(133) ŤUyGãRRSUDFRZDQLHZãDVQH. :Z\QLNXSU]HSURZDG]RQHMDQDOL]\VIRUPXãRZDQRQDVWĕSXMćFHZQLRVNL ²]QDMZDŧQLHMV]\PF]\QQLNLHP²FHQćQDMVLOQLHMSRZLć]DQHVćGRFKRG\SRQL ŧHM]ãRUD]SU]HFLĕWQDV\WXDFMDPDWHULDOQDEDGDQ\FK:]ZLć]NX]W\PPRŧQD VWZLHUG]LþŧHNRQVXPHQFLVãDERXSRVDŧHQLX]DOHŧQLDMć]DNXS\DUW\NXãyZQLH ŧ\ZQRŋFLRZ\FKZVNOHSDFKZLHONRSRZLHU]FKQLRZ\FKRGNRU]\VWQHMFHQ\ ²ORNDOL]DFMDMHVWQDMZDŧQLHMV]\PF]\QQLNLHPZ\ERUXGODNRQVXPHQWyZZSR GHV]ã\PZLHNXRUD]GODRVLćJDMćF\FKGRFKRG\ZSU]HG]LDOH²]ã-DN Z\QLND]SRZLć]DĸPLĕG]\]PLHQQ\PLZLĕNV]H]DNXS\ ]ZLć]DQH]Z\ŧV]\PL GRFKRGDPL

(134) XZDUXQNRZDQHVćNRU]\VWQćORNDOL]DFMćSODFyZHNZLHONRSRZLHU]FK QRZ\FK ²DVRUW\PHQWLGRJRGQHJRG]LQ\RWZDUFLDVćQDMLVWRWQLHMV]HGODNRQVXPHQWyZ PãRG\FKLVWDUV]\FK ZZLHNX²ODW

(135) RUD]GODGREU]HXSRVDŧRQ\FKLZ\NV]WDã FRQ\FK3RZLć]DQLDPLĕG]\]PLHQQ\PLSR]ZDODMć]DXZDŧ\þŧHSODFyZNLZLHO NRSRZLHU]FKQLRZHZ\ELHUDQHVćJãyZQLH]SRZRGXV]HURNRUR]XPLDQ\FKNRU]\ŋFL ]ZLć]DQ\FK]RIHUWćDVRUW\PHQWRZćLGRVWĕSHPGRGXŧ\FKRELHNWyZKDQGORZ\FK.

(136) . +LHUDUFKLF]QHXMĕFLHHOHPHQWyZ«. +LHUDUFKLF]QHXMÚFLHF]\QQLNöZZSï\ZDMÈF\FKQDZ\EöU ZLHONRSRZLHU]FKQLRZ\FKRELHNWöZKDQGORZ\FK :DQDOL]LHKLHUDUFKLF]QHMRERNZDŧQRŋFLUDQJF]\QQLNyZLVWRWQćUROĕRGJU\ZD UyZQLHŧRNUHŋOHQLHVXELHNW\ZQHJRG\VWDQVXSRPLĕG]\F]\QQLNDPL0DMćFQD Z]JOĕG]LHSUyEĕXND]DQLDG\VWDQVXSRPLĕG]\Z\UyŧQLRQ\PLF]\QQLNDPLGRNR QDQRSU]HNV]WDãFHQLDVNDOLUDQJRZHMZVNDOĕLQWHUZDãRZć SU]HG]LDãRZć

(137) :W\P FHOXZ\NRU]\VWDQRPHWRGĕNROHMQ\FKLQWHUZDãyZ VXFFHVVLYHLQWHUYDOVDOLQJ

(138) ZZ\QLNXF]HJRX]\VNDQRSRPLDUQDSR]LRPLHVNDOLSU]HG]LDãRZHM'RNRQDQH SU]HNV]WDãFHQLH]Z\NRU]\VWDQLHPPHWRG\NROHMQ\FKLQWHUZDãyZXPRŧOLZLãRPLQ REOLF]HQLHŋUHGQLFKDU\WPHW\F]Q\FKGODZDUWRŋFLVNDOLRUD]PHWU\F]QHSRUyZ Q\ZDQLHUDQJSRV]F]HJyOQ\FKF]\QQLNyZ. 0,093. 0,871. 1 0,093≤. 2 0,871. 3 >0,871. 1 0,000. 2 0,778. 3. wartości na skali przedziałowej. 5\V3U]HNV]WDãFHQLHVNDOLUDQJRZHMZVNDOĕSU]HG]LDãRZćZFHOXRFHQ\F]\QQLND ORNDOL]DFML ŤUyGãRRSUDFRZDQLHZãDVQH. 0HWRGDNROHMQ\FKLQWHUZDãyZMHVWSRGZ]JOĕGHPG]LDãDQLDSRGREQDGRPHWRG\RSDUWHMQD SUDZLHRFHQSRUyZQDZF]\FK7KXUVWRQH·D:LĕFHMQDWHPDWZ\NRU]\VWDQLDPHWRG\7KXUVWRQH·DZ $6DJDQRSFLWV²6]F]HJyãRZHLQIRUPDFMHQDWHPDWSUDZDRFHQSRUyZQDZF]\FKRUD] PDWHPDW\F]Q\FKSRGVWDZPRGHOX7KXUVWRQH·D]QDOHťþPRŧQDZSUDF\&+&RRPEV50'DYLHV $7YHUVN\:SURZDG]HQLHGRSV\FKRORJLLPDWHPDW\F]QHM3:1:DUV]DZD.

(139) . *UDŧ\QD3OLFKWD. :SLHUZV]\PHWDSLHREOLF]RQRUR]NãDG\Z\ERUyZSRV]F]HJyOQ\FKNDWHJRULL Z\UyŧQLRQ\FKFHFK3RVWZLHUG]HQLXŧHNDŧGD]UDQJ]DMPXMHSHZQćSU]HVWU]Hĸ SRGNU]\ZćQRUPDOQćREOLF]RQRUR]NãDG\ZDUWRŋFLVNXPXORZDQ\FKLRGF]\WDQR RGSRZLDGDMćFHLPZDUWRŋFLUR]NãDGXQRUPDOQHJR=VWDQRZLćFHW]ZZDUWRŋFLSUR JRZHQDMVLOQLHMG\VNU\PLQXMćFHUDQJLNDWHJRULLF]\QQLNyZ1DVWĕSQLHGRNRQDQR SU]HNV]WDãFHQLDZDUWRŋFLUR]NãDGXQRUPDOQHJR=QDZDUWRŋFLVNDOLSU]HG]LDãRZHM =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV

(140) 3U]\NãDGRZRGODF]\QQLNDÅ$µ²R]QD F]DMćFHJRORNDOL]DFMĕ²]DãRŧRQRŧHEDGDQ\F]\QQLNRFHQLDQ\QDSRGVWDZLHVNDOL UDQJRZHMPDUR]NãDGQRUPDOQ\'RNRQXMćFWUDQVIRUPDFMLSU]\MĕWRŧHNDWHJRULD

(141) PDZDUWRŋþ

(142) JG\ŧ² MHVWWRZDUWRŋþSURJRZDNWyUD Z\]QDF]DSRãRŧHQLHDUELWUDOQHJRZVNDOLSU]HG]LDãRZHM

(143) 1DVWĕSQDZNROHMQRŋFL ZDUWRŋþQDVNDOLSU]HG]LDãRZHM

(144) MHVWZ\QLNLHPUHODFMLZDUWRŋþ=GODUDQJL

(145) PLQXVZDUWRŋþ=GODUDQJL

(146) F]\OL² ']LĕNLSU]HNV]WDãFHQLXQDVNDOĕSU]HG]LDãRZćX]\VNDQRMHGQRVWNĕPLDU\LW\P VDP\PV]DQVĕPHWU\F]QHJRSRUyZQ\ZDQLDUDQJGODGDQHJRF]\QQLND3UH]HQWR ZDQHSU]HNV]WDãFHQLHLOXVWUXMHU\V:DUWRŋFLX]\VNDQHZSURFHVLHNROHMQ\FKSU]H NV]WDãFHĸSU]HGVWDZLRQRZWDEHOL 7DEHOD3U]HNV]WDãFHQLHUDQJF]\QQLNyZZZDUWRŋFLVNDOLLQWHUZDãRZHM SU]HG]LDãRZHM

(147) :DUWRŋFLVNDOLLQWHUZDãRZHM 6XFFHVVLYH,QWHUYDO6FDOLQJ5HVXOWV

(148) Å$µORNDOL]DFMD 5R]NãDG 3URSRUWLRQ

(149) 5R]NãDGVNXPXORZDQ\ &XP3URSRUWLRQ

(150) :DUWRŋFLUR]NãDGXQRUPDOQHJR= :DUWRŋFLVNDOLSU]HG]LDãRZHM. Å%µGRJRGQHJRG]LQ\RWZDUFLD 5R]NãDG 3URSRUWLRQ


(152) :DUWRŋFLUR]NãDGXQRUPDOQHJR= :DUWRŋFLVNDOLSU]HG]LDãRZHM.

(153) QDMZDŧQLHMV]\ F]\QQLN.

(154)

(155) PQLHMZDŧQ\ QDMPQLHMZDŧQ\ F]\QQLN F]\QQLN. ² =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV ² ² ² ²

(156)

(157)

(158) QDMZDŧQLHMV]\ PQLHMZDŧQ\ QDMPQLHMZDŧQ\ F]\QQLN F]\QQLN F]\QQLN ² ² =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV ² ² ² ² ².

(159) . +LHUDUFKLF]QHXMĕFLHHOHPHQWyZ« FGWDEHOL :DUWRŋFLVNDOLLQWHUZDãRZHM 6XFFHVVLYH,QWHUYDO6FDOLQJ5HVXOWV

(160) Å&µFHQ\.


(162)

(163) PQLHMZDŧQ\ QDMPQLHMZDŧQ\ F]\QQLN F]\QQLN. 5R]NãDG 3URSRUWLRQ

(164). . . . 5R]NãDGVNXPXORZDQ\ &XP3URSRUWLRQ

(165). . . . :DUWRŋFLUR]NãDGXQRUPDOQHJR=. . . ². =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV :DUWRŋFLVNDOLSU]HG]LDãRZHM. Å'µDVRUW\PHQW. ². ². ². . . ².


(167)



(170). . . . ². . ². :DUWRŋFLUR]NãDGXQRUPDOQHJR=. =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV :DUWRŋFLVNDOLSU]HG]LDãRZHM. Å(µMDNRŋþWRZDUyZ. ². ². ². ². . ².


(172)



(175). . . . ². . ². :DUWRŋFLUR]NãDGXQRUPDOQHJR=. =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV :DUWRŋFLVNDOLSU]HG]LDãRZHM. Å)µGXŧ\SDUNLQJ. ². ². ². ². . ².


(177)



(180). . . . ². ². :DUWRŋFLUR]NãDGXQRUPDOQHJR=. ². =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV :DUWRŋFLVNDOLSU]HG]LDãRZHM. ². ². ². ². . ².

(181) . *UDŧ\QD3OLFKWD. FGWDEHOL :DUWRŋFLVNDOLLQWHUZDãRZHM 6XFFHVVLYH,QWHUYDO6FDOLQJ5HVXOWV

(182)

(183)

(184)

(185) Å*µVSRVyEREVãXJL QDMZDŧQLHMV]\ PQLHMZDŧQ\ QDMPQLHMZDŧQ\ F]\QQLN F]\QQLN F]\QQLN 5R]NãDG 3URSRUWLRQ


(187) :DUWRŋFLUR]NãDGXQRUPDOQHJR= ² ² ² =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV :DUWRŋFLVNDOLSU]HG]LDãRZHM ² ² ² ² ²

(188)

(189)

(190) Å+µZ\VWUyMSODFyZNL QDMZDŧQLHMV]\ PQLHMZDŧQ\ QDMPQLHMZDŧQ\ F]\QQLN F]\QQLN F]\QQLN 5R]NãDG 3URSRUWLRQ


(192) :DUWRŋFLUR]NãDGXQRUPDOQHJR= ² ² ² =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV :DUWRŋFLVNDOLSU]HG]LDãRZHM ² ² ² ² ²

(193)

(194)

(195) Å,µSURPRFMHKDQGORZH QDMZDŧQLHMV]\ PQLHMZDŧQ\ QDMPQLHMZDŧQ\ F]\QQLN F]\QQLN F]\QQLN 5R]NãDG 3URSRUWLRQ


(197) :DUWRŋFLUR]NãDGXQRUPDOQHJR= ² ² ² =6FRUHV(VWLPDWHGIURP6FDOH9DOXHV :DUWRŋFLVNDOLSU]HG]LDãRZHM ² ² ² ² ² ŤUyGãRRSUDFRZDQLHZãDVQH. -DN]D]QDF]RQRSU]HNV]WDãFHQLHUDQJF]\QQLNyZXPRŧOLZLãRX]\VNDQLHLQIRU PDFMLRVXELHNW\ZQHMRGOHJãRŋFLSRPLĕG]\SRV]F]HJyOQ\FKF]\QQLNDPL0DMćFQD Z]JOĕG]LHOHSV]ćZL]XDOL]DFMĕKLHUDUFKLF]QHJRXMĕFLDQDMZDŧQLHMV]\FKF]\QQLNyZ GRNRQDQRRGSRZLHGQLHMWUDQVIRUPDFMLGDQ\FKZHMŋFLRZ\FK:W\PFHOXGRNDŧGHM ZDUWRŋFLQDVNDOLSU]HG]LDãRZHMGRGDQRZDUWRŋþF]\QQLNDQDMVãDELHMRFHQLDQHJR ZŋUyGQDMZDŧQLHMV]\FKF]\QQLNyZ

(198) :Z\QLNXWHMSURFHGXU\QDMVãDELHMRFH QLRQ\F]\QQLNVWDãVLĕXPRZQ\PÅµ W]QZDUWRŋFLćSURJRZć

(199) GODRFHQ\SR]R VWDã\FKF]\QQLNyZ.

(200) . +LHUDUFKLF]QHXMĕFLHHOHPHQWyZ«. J H 0. F. B. 0,5 A – lokalizacja B – dogodne godziny otwarcia C – ceny D – asortyment. E. G D. AC. 1,0 1,5 E – jakość towarów F – duży parking G – sposób obsługi H – wystrój placówki handlowej I – promocje handlowe. 5\V+LHUDUFKL]DFMDQDMZDŧQLHMV]\FKF]\QQLNyZ ŤUyGãRRSUDFRZDQLHZãDVQH. 1DMZDŧQLHMV]HF]\QQLNLZXMĕFLXKLHUDUFKLF]Q\PSRRGSRZLHGQLPSU]HVNDORZ DQLXSU]HGVWDZLRQRQDVNDOLLQWHUZDãRZHM U\V

(201) =JRGQLH]RFHQćSU]HGVWDZLRQćQDVNDOLLQWHUZDãRZHMGRNRQDQRKLHUDUFKLF] QHJRXMĕFLDVNXSLVNQDMZDŧQLHMV]\FKF]\QQLNyZ1DOHŧ\]D]QDF]\þŧH ²QDSLHUZV]HMSR]\FMLZŋUyGQDMZDŧQLHMV]\FKF]\QQLNyZZ\ERUX]QDMGXMćVLĕ ORNDOL]DFMDÅ$µRUD]FHQ\Å&µ ²QDGUXJLHMSR]\FML]QDMGXMHVLĕDVRUW\PHQWÅ'µRUD]VSRVyEREVãXJLÅ*µ ZSODFyZNDFKZLHONRSRZLHU]FKQLRZ\FK ²QDWU]HFLHMSR]\FMLXSODVRZDãDVLĕMDNRŋþWRZDUyZÅ(µ ²QDF]ZDUWHMSR]\FMLXPLHMVFRZLRQHVćGRJRGQHJRG]LQ\RWZDUFLDVNOHSyZ ZLHONRSRZLHU]FKQLRZ\FKÅ%µRUD]GXŧ\SDUNLQJÅ)µ ²QDSLćWHMSR]\FML]QDMGXMHVLĕZ\VWUyMSODFyZNLÅ+µRUD]SURPRFMHKDQ GORZHÅ,µ 3RGVXPRZDQLH .RQVXPHQFLPDMćFGRG\VSR]\FMLUyŧQHVNOHS\GHWDOLF]QHEDUG]RF]ĕVWRGRNR QXMć]DNXSyZZKLSHUPDUNHWDFKVXSHUPDUNHWDFKLVNOHSDFKG\VNRQWRZ\FKWM VDPRREVãXJRZ\FKVNOHSDFKRGXŧ\FKSRZLHU]FKQLDFKVSU]HGDŧRZ\FK:\QLNL EDGDĸNWyUH]DSUH]HQWRZDQRZDUW\NXOHSRWZLHUG]DMćŧHZ\EyUSODFyZHNZLHO NRSRZLHU]FKQLRZ\FKQDPLHMVFHUHDOL]DFML]DNXSyZMHVWX]DOHŧQLRQ\RGZLHOX F]\QQLNyZ,FKLGHQW\ILNDFMDXPRŧOLZLãDX]\VNDQLHSHZQHJRÅREUD]XSUHIHUHQFML NRQVXPHQWyZµZDVSHNFLHZ\ERUXPLHMVFD]DNXSyZ-HGQDNSUHF\]\MQćRGSR ZLHGťQDS\WDQLHGRW\F]ćFHLFKZDŧQRŋFL]QDF]HQLDRUD]UDQJLXPRŧOLZLãDLFK KLHUDUFKL]DFMD3U]\WRF]RQHZRSUDFRZDQLXZ\QLNLSU]HSURZDG]RQ\FKEDGDĸ SR]ZDODMćQDVIRUPXãRZDQLHVWZLHUG]HQLDŧHSODFyZNLZLHONRSRZLHU]FKQLRZHVć Z\ELHUDQHQDPLHMVFHUHDOL]DFML]DNXSyZQLHSU]\SDGNRZROHF]]]JRGQLHKLH UDUFKLćZDŧQRŋFLF]\QQLNyZZVND]\ZDQ\FKSU]H]NRQVXPHQWyZ.

(202) . *UDŧ\QD3OLFKWD. /LWHUDWXUD %DGDQLDPDUNHWLQJRZH0HWRG\LRSURJUDPRZDQLHNRPSXWHURZH$%D]DUQLN7*UD ELĸVNL(.ćFLDN60\QDUVNL$6DJDQ$(Z.UDNRZLH.UDNyZ &RRPEV&+'DYLHV507YHUVN\$:SURZDG]HQLHGRSV\FKRORJLLPDWHPDW\F]QHM 3:1:DUV]DZD *yUQLDN-=DVWRVRZDQLHZLHORZ\PLDURZHMDQDOL]\NRUHVSRQGHQFMLZVNDORZDQLXGDQ\FK MDNRŋFLRZ\FKQDSU]\NãDG]LHVNDOLVWDWXVXVSRãHF]QRHNRQRPLF]QHJR>Z@=DVWRVRZD QLHPHWRGZLHORZ\PLDURZ\FKZEDGDQLDFKVHJPHQWDFMLLVHOHNW\ZQRŋFLU\QNXUHG 60\QDUVNL0DWHULDã\],,:DUV]WDWyZ0HWRGRORJLF]Q\FK:\GDZQLFWZR$(Z.UD NRZLH.UDNyZ .ãRVLHZLF]*yUHFND8:LHONRSRZLHU]FKQLRZHRELHNW\KDQGORZHMDNRNOXF]RZ\F]\Q QLNUR]ZRMXKDQGOXGHWDOLF]QHJRZ3ROVFH,5:L.Å+DQGHO:HZQĕWU]Q\µ:DUV]DZD QU 0\QDUVNL68ŧ\WHF]QRŋþZLHORZ\PLDURZHMDQDOL]\NRUHVSRQGHQFMLZEDGDQLDFKVHJ PHQWDFMLLVHOHNW\ZQRŋFLU\QNX>Z@=DVWRVRZDQLHPHWRGZLHORZ\PLDURZ\FKZEDGD QLDFKVHJPHQWDFMLLVHOHNW\ZQRŋFLU\QNXUHG60\QDUVNL0DWHULDã\],,:DUV]WDWyZ 0HWRGRORJLF]Q\FK:\GDZQLFWZR$(Z.UDNRZLH.UDNyZ 6DJDQ$%DGDQLDPDUNHWLQJRZH3RGVWDZRZHNLHUXQNL:\GDZQLFWZR$(Z.UDNRZLH .UDNyZ $+LHUDUFKLFDO&DWHJRUL]DWLRQRI(OHPHQWV'HWHUPLQLQJWKH&KRLFHRI /DUJHVFDOH5HWDLO2XWOHWVLQ/LJKWRI5HVHDUFK /DUJHVFDOHUHWDLORXWOHWVFRQVWLWXWHDSHUPDQHQWHOHPHQWLQWKHVWUXFWXUHRI3ROLVKUHWDLO WUDGH,QWKLVDUWLFOHWKHDXWKRUDWWHPSWVWRVSHFLI\DQGFDWHJRUL]HLQKLHUDUFKLFDOWHUPV WKHIDFWRUVGHWHUPLQLQJWKHFKRLFHRIODUJHVFDOHUHWDLORXWOHWVDVSODFHVIRUVKRSSLQJ )RUWKHSXUSRVHRIDFKLHYLQJWKHUHVHDUFKJRDOWKHDXWKRUXVHGWKHUHVXOWVRIRSLQLRQ VXUYH\VFRQGXFWHGRQWKH.UDNyZPDUNHW7KHVHDQDO\VHVZHUHFRQGXFWHGLQPDQ\ VWDJHVPDLQO\XVLQJFRUUHVSRQGHQFHDQDO\VLV7KHPRVWLPSRUWDQWIDFWRUVGHWHUPLQLQJ WKHSXUFKDVHRIIRRGDQGQRQIRRGSURGXFWVLQODUJHVFDOHUHWDLORXWOHWVZHUHUHYHDOHG RQFRUUHVSRQGHQFHPDSV,QDGGLWLRQXVLQJVXFFHVVLYHLQWHUYDOVFDOLQJWKHUDQJHVFDOH ZDVWUDQVIRUPHGLQWRDQLQWHUYDO GLYLVLRQ

(203) VFDOHDVDUHVXOWRIZKLFKPHDVXUHPHQWDWWKH LQWHUYDOVFDOHOHYHOZDVREWDLQHGDQGWKXVWKHVXEMHFWLYHGLVWDQFHEHWZHHQWKHLGHQWLILHG IDFWRUVZDVUHYHDOHG.

(204)