,QQRZDFMDSURGXNWRZDMDNRGHWHUPLQDQWD]DFKRZDĔNRQVXPHQWyZVHQLRUyZ
52='=,$à
INNOWACJA PRODUKTOWA JAKO DETERMINANTA ZACHOWAŃ KONSUMENTÓW SENIORÓW
2.1. Konsumenci seniorzy jako uczestnicy rynku
=DFKRZDQLDVHQLRUyZMDNRNRQVXPHQWyZZRVWDWQLFKODWDFKFRUD]F]ĊĞFLHMVWDMą
VLĊSU]HGPLRWHPEDGDĔ:LHOXQDXNRZFyZSRGHMPXMHWUXGSR]\VNDQLDZLHG]\
RRGPLHQQRĞFLDFKSURFHVyZ]DNXSRZ\FK]ZLĊNV]DMąFHMVZyMSRWHQFMDáQDE\Z
F]\JUXS\NRQVXPHQWyZ%DGDQLDUHDOL]RZDQHZ3ROVFHSU]H]UyĪQHLQVW\WXFMH
EDGDZF]HLQDXNRZHVąUR]SURV]RQH5yĪQLFHZGRERU]HSUyE\ZLHONRĞFLSUyE\
Z\ERU]H MHGQRVWNL EDGDZF]HM ]DVLĊJX UHDOL]RZDQ\FK EDGDĔ RUD] ]DVWRVRZDQHM
PHWRG]LH F]\ WHFKQLFH EDGDZF]HM RJUDQLF]DMą PRĪOLZRĞü SRUyZQ\ZDQLD Z\QL
NyZEDGDĔMHGQDNSR]ZDODMąGRNRQDüV\QWH]\]DFKRZDĔNRQVXPHQWyZVHQLR
UyZZ3ROVFH
'RGDWNRZR EDGDQLD NUDMRZH ]DFKRZDĔ U\QNRZ\FK OXG]L VWDUV]\FK QDMF]Ċ
ĞFLHM REHMPXMą UyĪQRURGQH ]DJDGQLHQLD WUXGQR GRNRQ\ZDü NODV\¿NDFML QXU
WyZEDGDZF]\FKDSRGHMPRZDQDWHPDW\NDEDGDZF]DPDQLHU]DGNRFKDUDN
WHU EDUG]R RJyOQ\ DOER EDUG]R ZąVNL &HFKą SROVNLFK EDGDĔ QDG NRQVXPSFMą
VHQLRUyZ MHVW UyZQLHĪ LFK ORNDOQRĞü L UHJLRQDOQRĞü Z ZLĊNV]RĞFL SU]\SDG
NyZEDGDQLDUHDOL]RZDQHVąZREUĊELHPLDVWDF]\ZRMHZyG]WZDPDáHSUyENR
ZDQLHSUyE\QDMF]ĊĞFLHMNLONXG]LHVLĊFLXVHQLRUyZ±SU]HZDĪQLHEUDNLQIRUPDFML
=H Z]JOĊGyZ ¿QDQVRZ\FK QLH PD PRĪOLZRĞFL GRNRQDQLD DQDOL]\ EDGDĔ SURZDG]RQ\FK
SU]H]DJHQFMHEDGDZF]H±FLHNDZHE\áRE\ZQLRVNRZDQLHQDSRGVWDZLHZ\QLNyZEDGDĔQSSUR
MHNWX6LOYHU*HQHUDWLRQ*).
$XWRU SRGMąá SUyEĊ XV\VWHPDW\]RZDQLD REV]DUyZ EDGDĔ ]DFKRZDĔ NRQVXPHQWyZ VHQLR
UyZZDUW\NXOH2OHMQLF]DND
.RQVXPHQFLVHQLRU]\MDNRXF]HVWQLF\U\QNX
R SU]\MĊW\P ]UyĪQLFRZDQLX SUyE\ EDGDZF]HM RUD] UHNUXWRZDQLH UHVSRQGHQ
WyZZ\áąF]QLHVSRĞUyGVáXFKDF]\8QLZHUV\WHWyZ7U]HFLHJR:LHNX
: GDOV]HM F]ĊĞFL SUDF\ ]DSUH]HQWRZDQR FKDUDNWHU\VW\NĊ ]DFKRZDĔ NRQVX
PHQWyZVHQLRUyZGRNRQDQąQDSRGVWDZLHZ\EUDQ\FKZ\QLNyZEDGDĔELRUąF
SRG XZDJĊ WDNĪH RJUDQLF]HQLD ]ZLą]DQH ] ]DVWRVRZDQLHP UyĪQRURGQHM PHWR
G\NLSURZDG]RQ\FKEDGDĔRUD]GXĪ\VWRSLHĔKHWHURJHQLF]QRĞFLVHJPHQWXVH
QLRUyZ
3LHUZV]ą NRPSOHNVRZą SR]\FMą QDXNRZą RSLVXMąFą ]DFKRZDQLD U\QNR
ZH NRQVXPHQWyZ VHQLRUyZ MHVW PRQRJUD¿D Z\GDQD Z U SRG UHGDNFMą
$OLFML .XVLĔVNLHM ± :DUXQNL Ī\FLD OXG]L VWDUV]\FK L LFK ]DFKRZDQLD QD U\QNX
.XVLĔVND 2EV]DU SRGMĊW\FK EDGDĔ E\á EDUG]R V]HURNL RNUHĞORQR GH
WHUPLQDQW\]DFKRZDĔU\QNRZ\FKNRQVXPHQWyZVWRVXQHNGR]PLDQZKDQGOX
F]\QQLNL ZSá\ZDMąFH QD ]DNXS\ UyĪQRURGQ\FK NDWHJRULL SURGXNWRZ\FK SUH
IHUHQFMH Z\ERUX PLHMVF ]DNXSRZ\FK ZSá\Z SURPRFML QD ]DNXS\ NRQVXPHQ
WyZRUD]SRVWDZ\VHQLRUyZZREHF]DNXSyZQRZ\FKSURGXNWyZ%DGDQLDRSDU
WRQDDQDOL]DFK EXGĪHWyZJRVSRGDUVWZ GRPRZ\FKLQG\ZLGXDOQ\FK]ELRUyZ
EDGDQLDFKZáDVQ\FK ]UHDOL]RZDQ\FK QD RJyOQRSROVNLHMSUyELH VHQLRUyZ RUD]
]ELRUyZLQIRUPDFML]HEUDQ\FKZUDPDFK'LDJQR]\6SRáHF]QHM,VWRWQ\PHIHN
WHPSU]HSURZDG]RQ\FKEDGDĔE\áRGRNRQDQLHRSLVX]UyĪQLFRZDQHJRVHJPHQWX
OXG]LVWDUV]\FKJG]LHZ\UDĨQLHSRGNUHĞORQRRGPLHQQRĞüRGF]XZDQ\FKSRWU]HE
]ZLą]DQ\FK ] SURFHVHP VWDU]HQLD VLĊ :\QLNL EDGDQLD SR]ZROLá\ Z\RGUĊEQLü
F]WHU\W\S\VHQLRUyZ
W\S,RJUDQLF]RQDDNW\ZQRĞü±VHQLRU]\RQLHZLHONLFKGRFKRGDFKZDOF]ąF\
RQLH]DOHĪQRĞü¿QDQVRZąGąĪąF\GRDNW\ZQHJRVW\OXĪ\FLDQDE\ZF\SUR
GXNWyZVWDQGDUGRZ\FK
W\S,,WUXGQDVWDURĞü±JUXSDZQDMZ\ĪV]\PSU]HG]LDOHZLHNRZ\PRVáDEHM
SR]\FMLSV\FKR¿]\F]QHMLHNRQRPLF]QHMQDRJyáRQLHZLHONLPVWRSQLXVDPR
G]LHOQRĞFL Z ]DVSRNDMDQLX SRWU]HE ]DLQWHUHVRZDQD XVáXJDPL PHG\F]Q\PL
LRSLHNXĔF]\PLSRGZDUXQNLHPGRVWRVRZDQLDLFKGRMHMZ\PDJDĔ
W\S ,,, SDV\ZQD VWDURĞü ± QDMZLĊNV]D JUXSD VHQLRUyZ UHODW\ZQLH F]ĊĞFLHM
]DPLHV]NXMąF\FKRĞURGNLZLHMVNLHLPDáHPLDVWDRQDMQLĪV]\PZ\NV]WDáFH
QLXNWyU]\SUH]HQWXMąELHUQHSRVWDZ\Z\FRIDQLDLWUZDMąZQLHNRU]\VWQ\FK
UHDOLDFKĪ\FLRZ\FK
:W\PPLHMVFXQDOHĪ\SRGNUHĞOLüLĪVáXFKDF]H8QLZHUV\WHWyZ7U]HFLHJR:LHNXWRRVRE\
]DVDGQLF]RUyĪQLąFHVLĊRGLQQ\FKVHQLRUyZZ3ROVFHSRGZ]JOĊGHPZLHNXSáFLZ\NV]WDáFHQLD
(8QLZHUV\WHW\7U]HFLHJR:LHNX±ZVWĊSQHZ\QLNLEDGDQLD]DURN
=DNUHVF]DVRZ\DQDOL]RZDQ\FKEDGDĔWRODWD$XWRUSU]\MPXMHĪHLVWQLHMąZ\
QLNLEDGDĔQDXNRZ\FKGRNWyU\FKQLHXGDáRVLĊGRWU]HüGRNRQXMąFNZHUHQG\UyĪQ\FKGRVWĊS
Q\FKĨUyGHáLQIRUPDFML
%DGDQLD SU]HSURZDG]RQR Z U QD SUyELH RJyOQRSROVNLHM RVyE Z ZLHNX ODW
LZLĊFHM3UyEĊGREUDQRZVSRVyEUHSUH]HQWDW\ZQ\SU]\PHWRG]LHGRERUXSURSRUFMRQDOQHJR=D
VWRVRZDQRWHFKQLNĊZ\ZLDGXRVRELVWHJR
,QQRZDFMDSURGXNWRZDMDNRGHWHUPLQDQWD]DFKRZDĔNRQVXPHQWyZVHQLRUyZ
W\S ,9 DNW\ZQD VWDURĞü ± QLH]E\W GXĪD JUXSD SR]\W\ZQLH QDVWDZLRQD GR
SU]HPLDQĪ\FLDJRVSRGDUF]HJRLVSRáHF]QHJRVHQLRU]\QLH]DOHĪQLPDWHULDO
QLHQDGDOSRVLDGDMąF\SRWU]HE\LDVSLUDFMHPDWHULDOQHLQLHPDWHULDOQH
'RUWRMHG\QHEDGDQLDNRQVXPHQWyZZVWDUV]\PZLHNXWDNNRPSOHN
VRZR DQDOL]XMąFH LFK ]DFKRZDQLD 3R U SU]HSURZDG]DQR UyĪQH EDGDQLD
MHGQDNLFK]DVLĊJZLHONRĞüSUyE\L]DNUHVWHPDW\F]Q\QLHE\á\MXĪWDN]QDF]ąFH
1LHZąWSOLZLH QDMFLHNDZV]H WHPDW\F]QLH VWXGLXP RSLVXMąFH OXG]L VWDUV]\FK
Z 3ROVFH ]DSUH]HQWRZDQR Z U Z UDPDFK SURMHNWX 3RO6HQLRU 0RVVD
NRZVND L LQ 2SUyF] DVSHNWyZ ]GURZRWQ\FK L VSRáHF]Q\FK ]DFKRZDĔ
VHQLRUyZ Z MHGQ\P ] REV]DUyZ EDGDZF]\FK DF]NROZLHN Z QLHZLHONLP Z\
PLDU]H SRGMĊWR SUyEĊ RNUHĞOHQLD ]Z\F]DMyZ Ī\ZLHQLRZ\FK VHQLRUyZ RUD]
VXELHNW\ZQHM RFHQ\ LFK V\WXDFML PDWHULDOQHM 3RGNUHĞOLü QDOHĪ\ ĪH RPDZLDQD
PRQRJUD¿DMHVWMHG\Q\PVWXGLXPWDNV]F]HJyáRZRRSLVXMąF\P]DFKRZDQLDVH
QLRUyZZZ\PLDUDFK]QDF]ąFRZSá\ZDMąF\FKQDLFKXF]HVWQLFWZRZSURFHVDFK
]DNXSRZ\FK:EDGDQLXRNUHĞORQRGRNáDGQLHVWDQ]GURZLDVHQLRUyZVWDQSV\
FKLF]Q\VWDQ¿]MRORJLF]Q\ZLĊ]LURG]LQQHZLFKRWRF]HQLXRUD]LFKDNW\ZQRĞü
¿]\F]Qą:\QLNLSU]HSURZDG]RQ\FKDQDOL]GRW\F]ąF\FKDVSHNWyZHNRQRPLF]
Q\FK ]RVWDá\ ]DSUH]HQWRZDQH Z SRGUR]G]LDOH D RGQRV]ąFH VLĊ GR DVSHN
WyZ]GURZRWQ\FKZSRGUR]G]LDOH
%DUG]R ZDĪQH EDGDQLD GOD SR]QDQLD ]DFKRZDĔ NRQVXPSF\MQ\FK SROVNLFK
VHQLRUyZZUZ\NRQDáD'RPLQLND0DLVRQ$XWRUNDVNXSLáDVLĊZQLFKQD
RNUHĞOHQLXSRVWDZNRQVXPHQFNLFKZREHFUyĪQRURGQ\FKDVSHNWyZ¿QDQVRZ\FK
± ]DU]ąG]DQLD EXGĪHWHP GRPRZ\P F]\ NRU]\VWDQLD ] QRZRF]HVQ\FK WHFKQR
ORJLL:\EUDQHZ\QLNLEDGDĔGRW\F]ąF\FKDVSHNWyZHNRQRPLF]Q\FK]RVWDá\
]DSUH]HQWRZDQH Z SRGUR]G]LDOH &LHNDZH REVHUZDFMH GRW\F]ą SRGHMĞFLD
VHQLRUyZGRQRZRF]HVQ\FKWHFKQRORJLLZ\QLNLEDGDQLDZVND]\ZDá\ERZLHP
ĪHRVRE\SRZ\ĪHMURNXĪ\FLDODWNRU]\VWDMą]QLFKZQLHZLHONLP
VWRSQLX]DOHGZLHXĪ\ZDNRPSXWHUD]DWRQLHPDOZV]\VF\NWyU]\SRWUD
¿ą REVáXĪ\ü NRPSXWHU NRU]\VWDMą WDNĪH ] ,QWHUQHWX Ä,QWHUQHWRZL´ VHQLRU]\
Vą DNW\ZQL Z\NRU]\VWXMą PRĪOLZRĞFL VLHFL NLOND UD]\ Z W\JRGQLX L GRFHQLD
Mą,QWHUQHWXZDĪDMąERZLHPĪHG]LĊNLQLHPXSRGWU]\PXMąLUR]ZLMDMąUHODFMH
VSRáHF]QH=SRUWDOLVSRáHF]QRĞFLRZ\FKNRU]\VWDUHVSRQGHQWyZ]NRPX
QLNDWRUyZLQWHUQHWRZ\FK±DUREL]DNXS\OXEOLF\WXMHQDDXNFMDFK
0DLVRQ
:DUWHSRGNUHĞOHQLDLSU]\ZRáDQLDVąUyZQLHĪEDGDQLDSU]HSURZDG]RQHSU]H]
0DUFLQDĝZLWDáĊZUQDSUyELHVHQLRUyZ]DPLHV]NXMąF\FKZRMHZyG]WZR
:UPDVLĊ]DNRĔF]\üEDGDQLH3RO6HQLRUNWyUHPX]RVWDQLHSRGGDQ\FKRVyE
SRURNXĪ\FLDQDWHUHQLHFDáHM3ROVNL
%DGDQLHSU]HSURZDG]RQHWHFKQLNą3$3,±SUyEDRVyESRZ\ĪHMODWRUD]GRGDWNRZD
SUyEDRVyEZZLHNX±ODWSUyEDRJyOQRSROVNDMHGQRVWNLGRSUyE\GREUDQRZVSRVyEORVR
ZRNZRWRZ\
.RQVXPHQFLVHQLRU]\MDNRXF]HVWQLF\U\QNX
ĞOąVNLH 3R]ZROLá\ RQH VFKDUDNWHU\]RZDü ]DFKRZDQLD NRQVXPHQWyZ VHQLR
UyZ SRG Z]JOĊGHP F]\QQLNyZ GHWHUPLQXMąF\FK ]DNXS\ VSHF\¿NL SURFHVX
QDE\ZF]HJR NRQVXPHQWyZ ]Z\F]DMyZ ]DNXSRZ\FK RUD] SV\FKRORJLF]QHJR
SUR¿OXNRQVXPHQWyZZZLHNXVWDUV]\PĝZLWDáD:\QLNLEDGDĔGRSUR
ZDG]Lá\GRQDVWĊSXMąF\FKNRQVWDWDFML
VWDUVL NRQVXPHQFL WR RVRE\ URELąFH ]DNXS\ Z VSRVyE ]RUJDQL]RZDQ\ L ]D
SODQRZDQ\±]DNXS\ZZLĊNV]\PVWRSQLXZ\QLNDMą]SRF]XFLDRERZLą]NX
RSLQLHRRIHUFLHU\QNRZHMVHQLRU]\EXGXMąQDSRGVWDZLHVZRMHJRGRĞZLDG
F]HQLDDMHG\QąJUXSąPDMąFąZSá\ZQDLFKGHF\]MHVąF]áRQNRZLHURG]LQ\
LEOLVF\]QDMRPL
LVWRWQ\P HOHPHQWHP ZSá\ZX QD ]DFKRZDQLD QDE\ZF]H VHQLRUyZ MHVW RFHQD
VWDQX ]GURZLD RVRE\ R VXELHNW\ZQLH RGF]XZDQ\P JRUV]\P VWDQLH ]GURZLD
PDMąJRUV]HRSLQLHR]DNXSDFKMHGQRF]HĞQLHSU]H]QDF]DMąQDQLHZLĊFHMF]DVX
RVRE\ VWDUV]H XQLNDMą ]DNXSyZ LPSXOV\ZQ\FK ĨOH VLĊ F]XMą Z V\WXDFMDFK
]DNXSRZ\FK]ZLą]DQ\FK]]DNXSHPQRZ\FKSURGXNWyZLXVáXJ
ZLHN]QDF]ąFRZSá\ZDQDREQLĪHQLH]GROQRĞFLGRLQWHQV\ZQHJRG]LDáDQLDQD
U\QNX±SRV]XNLZDQLDLQIRUPDFMLF]\GRNRQ\ZDQLD]DNXSyZ
%DGDQLDGRW\F]ąFHRVyEVWDUV]\FKRV]HURNLPVSHNWUXPWHPDW\F]Q\PSU]H
SURZDG]LáUyZQLHĪ7RPDV]=DOHJD]8QLZHUV\WHWX:DUV]DZVNLHJR21,FKZ\QL
NLSU]HGVWDZLDMąFHFLHNDZ\REUD]]DFKRZDĔNRQVXPHQWyZVHQLRUyZ]DPLHV]
NXMąF\FKGXĪHPLDVWDZ3ROVFHRSXEOLNRZDQRZNVLąĪFH=DOHJDERUD]
NLONXDUW\NXáDFK=DOHJDD=DOHJDF=DOHJDE=DOHJDG
=DOHJDF=DOHJDH=DOHJDD
-HGQ\P]DQDOL]RZDQ\FKREV]DUyZE\áRRNUHĞOHQLHZSá\ZXHWQRFHQWU\]PX
QDSRGHMPRZDQLHGHF\]MLSU]H]VHQLRUyZ2ND]DáRVLĊĪHFRWU]HFLUHVSRQGHQW
SU]\ SRGHMPRZDQLX GHF\]ML ]DNXSRZ\FK EUDá SRG XZDJĊ NUDMRZH SRFKRG]H
QLHSURGXNWXDLVWRWQ\PF]\QQLNLHPZSá\ZDMąF\PQDWĊGHF\]MĊE\áZLHNLP
VWDUVL VHQLRU]\ W\P SR]LRP HWQRFHQWU\]PX Z\ĪV]\ 3U]HSURZDG]RQH EDGD
QLDZ\UDĨQLHSRND]Dá\ĪHVWDUVLNRQVXPHQFLSU]\ZLą]XMąGXĪąZDJĊGRFHQ\
ĞZLHĪRĞFL MDNRĞFL SRFKRG]HQLD L SURPRFML SURGXNWyZ VSRĪ\ZF]\FK D PQLHM
GEDMą R PDUNĊ UHNODPĊ L NRPSOHWQRĞü RIHUW\ 2ND]XMH VLĊ UyZQLHĪ ĪH VHQLR
U]\ GRNRQXMą ]DNXSyZ QD ED]DUDFK L PDá\FK VNOHSDFK GHNODUDFMH DQNLH
WRZDQ\FK7RPDV] =DOHJD RNUHĞOLá UyZQLHĪ SUR¿O VHQLRUyZ ]DLQWHUHVRZDQ\FK
%DGDQLD SU]HSURZDG]RQR QD SUyELH RVyE Z ZRMHZyG]WZLH ĞOąVNLP GREyU MHGQRVWHN
PHWRGąNZRWRZą]HZ]JOĊGXQDZLHNLSáHü
21 %DGDQLDSU]HSURZDG]RQHPHWRGąDQNLHWRZąQDSUyELHJRVSRGDUVWZGRPRZ\FKRVR
E\ZZLHNXODWLZLĊFHMZODWDFKZG]LHVLĊFLXPLDVWDFK3ROVNLR]UyĪQLFRZDQHM
ZLHONRĞFLLOLF]ELHOXGQRĞFL:GRERU]HSUyE\]DVWRVRZDQRSURFHGXUĊGRERUXFHORZRNZRWRZH
JR %DGDQLD ]RVWDá\ SU]HSURZDG]RQH ZĞUyG VáXFKDF]\ 8QLZHUV\WHWX 7U]HFLHJR :LHNX Z :DU
V]DZLH.UDNRZLHàRG]L3R]QDQLX*GDĔVNX.DWRZLFDFK/XEOLQLH%LDá\PVWRNX7RUXQLXLZH
:URFáDZLXDWDNĪHZĞUyGF]áRQNyZNyáSDUD¿DOQ\FK
,QQRZDFMDSURGXNWRZDMDNRGHWHUPLQDQWD]DFKRZDĔNRQVXPHQWyZVHQLRUyZ
ÄVSU\WQ\PL]DNXSDPL´VPDUWVKRSSLQJ±QDMZLĊFHMW]ZVSU\WQ\FKNRQVXPHQ
WyZMHVWZĞUyGNRELHW]JUXS\ZLHNRZHMODWD]Z\NV]WDáFHQLHPZ\ĪV]\P
]DPLHV]NXMąF\FK JáyZQLH GXĪH DJORPHUDFMH :DUV]DZĊ .UDNyZ L 3R]QDĔ
= SU]HSURZDG]RQHJR EDGDQLD Z\QLND ĪH SRQDG VHQLRUyZ SURZDG]ąF\FK
JRVSRGDUVWZDGRPRZHRFHQLáRĪHPDFDáNRZLFLH]DVSRNRMRQHSRWU]HE\Z]D
NUHVLH GyEU WUZDáHJR XĪ\WNX FR F]ZDUW\ VHQLRU ĞUHGQLR RFHQLá SR]LRP ]DVSR
NRMRQ\FKSRWU]HEZW\P]DNUHVLHDSUDZLHFRVLyGP\EDGDQ\X]QDáĪHVąRQH
QLH]DVSRNRMRQH = REVHUZDFML ]PLDQ SR]LRPX Z\SRVDĪHQLD JRVSRGDUVWZ GR
PRZ\FKVHQLRUyZZ\QLNDMHGQR]QDF]QLHĪHSRSUDZDZ\SRVDĪHQLDPDFKDUDN
WHUQLHW\ONRLORĞFLRZ\DOHSU]HGHZV]\VWNLPMDNRĞFLRZ\
,QWHUHVXMąFH VSRMU]HQLH QD ]DFKRZDQLD NRQVXPHQWyZ VHQLRUyZ QD U\QNX
XVáXJ SUH]HQWXMH SUDFD .RQVXPHQW Z\]ZDQLHP GOD U\QNX %RPERO L 6áD
E\ 0RQRJUD¿D MHVW V]F]HJyOQLH FHQQD ZQRVL ERZLHP LVWRWQ\ ZNáDG
ZXV\VWHPDW\]RZDQLHGRW\FKF]DVRZHMZLHG]\RZ\PLDUDFKVWDU]HQLDVLĊVSR
áHF]HĔVWZLMHVWĨUyGáHPZLHG]\RSRS\FLHNRQVXPHQWyZQDQRZRF]HVQH
XVáXJL22:\QLNLEDGDĔZVND]Dá\ĪHEDGDQ\FKVHQLRUyZFKĊWQLHNRU]\VWD
áRE\ ] XVáXJ WXU\VW\F]Q\FK VWZRU]RQ\FK VSHFMDOQLH GOD VHQLRUyZ RGQRWRZDQR
UyZQLHĪ ]DLQWHUHVRZDQLH XVáXJą VSU]ąWDQLD SXQNWHP JDVWURQRPLF]Q\P
QDRVLHGOXF]\WHĪNOXEHPG]LHQQ\PGODVHQLRUDXF]HVWQLF]HQLHPZNXU
VDFKNRPSXWHURZ\FKF]\Z\NáDGDFKQD8QLZHUV\WHFLH7U]HFLHJR:LHNX
NRU]\VWDQLHP]DNW\ZQHMUHNUHDFMLRUD]XF]HVWQLF]HQLHPZZ\GDU]HQLDFKNXO
WXUDOQ\FK -DNR JáyZQH SRZRG\ PDáHJR ]DLQWHUHVRZDQLD XVáXJDPL VH
QLRU]\ZVND]\ZDOLPDáąZLHG]ĊQDLFKWHPDWEUDNSRWU]HE\RUD]EUDNRULHQWD
FML Z LFK FHQDFK &R FLHNDZH UHVSRQGHQFL Z\ND]\ZDOL PDáH ]DLQWHUHVRZDQLH
QRZ\PL XVáXJDPL SRQDG ZVND]\ZDáR ĪH QLH PD SRWU]HE\ NRU]\VWDQLD
] XVáXJ ĞZLDGF]RQ\FK VSHFMDOQLH GOD QLFK =DLQWHUHVRZDQLH EXG]Lá\ MHG\QLH
XVáXJLPHG\F]QHL]ZLą]DQH]RUJDQL]DFMąVSRWNDĔWRZDU]\VNLFKXGRVWĊSQLHQLH
PLHMVFDVSRWNDĔ
:U0DULROD*U]\ERZVND%U]H]LĔVNDZUD]]]HVSRáHPSU]HSURZDG]LáD
EDGDQLDNWyU\FKFHOHPE\áR]LGHQW\¿NRZDQLHSUR¿OX]DNXSRZHJRVHQLRUyZ]D
PLHV]NXMąF\FK2OV]W\Q*U]\ERZVND%U]H]LĔVNDL6]P\W=SU]HSURZD
G]RQ\FK EDGDĔ Z\QLND ĪH DĪ UHVSRQGHQWyZ SU]\ Z\ERU]H PLHMVFD ]D
NXSXNLHURZDáRVLĊEOLVNRĞFLąPLHMVFD]DPLHV]NDQLD'UXJLPZDĪQ\PGOD
EDGDQ\FKNU\WHULXPZ\ERUXE\áGXĪ\Z\EyUWRZDUyZZGDOV]HMNROHMQRĞFLQL
VNLHFHQ\SURGXNWyZRUD]SU]\]Z\F]DMHQLH$QDOL]DX]\VNDQ\FK
RGSRZLHG]L ZVND]XMH ĪH SURPRF\MQH REQLĪNL FHQ FLHV]\á\ VLĊ QDMZLĊNV]\P
22 %DGDQLHSU]HSURZDG]RQRPHWRGąZ\ZLDGXWHOHIRQLF]QHJRQDSUyELHRVyEZ:DUV]DZLH
%DGDQLD UHDOL]RZDQR PHWRGą Z\ZLDGX EH]SRĞUHGQLHJR ZĞUyG PLHV]NDĔFyZ 2OV]W\QD
UHVSRQGHQWyZ=DVWRVRZDQRFHORZ\GREyUUHVSRQGHQWyZMDNRSU]\MPXMąFNU\WHULXPZLHN
SRZ\ĪHMODW
,QQRZDFMDSURGXNWRZDMDNRGHWHUPLQDQWD]DFKRZDĔNRQVXPHQWyZVHQLRUyZ
PLHMVFDMHMSRZVWDQLDĨUyGáDLQQRZDFMLGRNROHMQ\FKF]áRQNyZGDQHJRV\VWH
PX VSRáHF]QHJR: OLWHUDWXU]H ] ]DNUHVX WHRULL LQQRZDFML PRĪQD ]QDOHĨü UyĪ
QH NRQFHSFMH RGQRĞQLH GR OLF]E\ VWDGLyZ SURFHVX G\IX]ML 'HF\]MD GRW\F]ąFD
RVWDWHF]QHJR SU]\MĊFLD RNUHĞORQHM LQQRZDFML SU]H] NRQVXPHQWyZ MHVW ] UHJXá\
SRSU]HG]RQDSURFHVHP]ELHUDQLDLQIRUPDFMLRFHQ\LQQRZDFMLLPRĪOLZ\FKVNXW
NyZMHM]DVWRVRZDQLDZ\SUyERZDQLDZVWĊSQHJR]DVWRVRZDQLDDZNRĔFXSHá
QHMDNFHSWDFML
-HĪHOLSU]\MPLHP\ĪHG\IX]MDMHVWSURFHVHPNROHMQHJR]DVWRVRZDQLD]ELRUX
LQIRUPDFMLQDOHĪ\SDPLĊWDüĪHSURFHVUR]SU]HVWU]HQLDQLDVLĊLQIRUPDFMLVNáDGD
VLĊ]MHGQRVWNRZ\FK]GDU]HĔSROHJDMąF\FKQDSU]\VZRMHQLXLDNFHSWDFMLRNUHĞOR
QHMLQIRUPDFML6]F]HJyáRZHUR]SDWU\ZDQLHSU]HELHJXSURFHVXDNFHSWDFMLSU]H]
SRWHQFMDOQHJR LQG\ZLGXDOQHJR QDE\ZFĊ ]DRZRFRZDáR Z\UyĪQLHQLHP Z QLP
NLONXHWDSyZ
$E\PRĪQDE\áRPyZLüRDNFHSWDFMLSURGXNWyZSU]H]QRZ\FKQDE\ZFyZ
NRQLHF]QH MHVW SU]HGH ZV]\VWNLP ]DSR]QDQLH LFK ] Wą QRZRĞFLą ,PSXOVHP GR
Z\NRQDQLDSLHUZV]HJRNURNXMHVWMHGHQ]WU]HFKERGĨFyZ±ZáDVQDFLHNDZRĞü
NRQVXPHQWD]DFKĊWDRVyE]MHJRQDMEOLĪV]HJRRWRF]HQLDOXEG]LDáDQLDSURPR
F\MQHSU]HGVLĊELRUVWZD0DUWLQH]3RORL)ODULHQV=GRE\FLHZLH
G]\LF]DVQDWRSRWU]HEQ\VąXZDUXQNRZDQH]GROQRĞFLDPLLQWHOHNWXDOQ\PLGD
QHMRVRE\MHMRVRERZRĞFLąRUD]GRW\FKF]DVRZ\PLGRĞZLDGF]HQLDPL(WDSWHQ
SRGREQLHMDNNV]WDáWRZDQLHVLĊVWRVXQNXGRQRZRĞFLVą]áRĪRQ\PLSURFHVDPL
SV\FKRORJLF]Q\PL NWyU\FK QDWXUĊ ]JáĊELD SV\FKRORJLD SR]QDZF]D (IHNWHP
SURFHVXSU]\VZDMDQLDLQQRZDFMLMHVWU]HF]\ZLVWHSU]\MĊFLHLUR]SRF]ĊFLHXĪ\W
NRZDQLDQRZRĞFLEąGĨWHĪMHMRGU]XFHQLH5RJHUVV
PRZYSWAJANIE
(ocena w trakcie użytkowania/konsumpcji i pełna akceptacja)
UŚWIADOMIENIE
(informacja + wiedza) ZAINTERESOWANIE OCENA
(według preferencji)
PRÓBA I WERYFIKACJA (porównywanie informacji
z obiektem, zakup) 5\VXQHN(WDS\SURFHVXG\IX]MLLQQRZDFML
ħUyGáRQDSRGVWDZLH5RJHUVV
3URFHVDNFHSWDFMLLQQRZDFMLSURGXNWRZ\FKSU]H]NRQVXPHQWyZ
&\NODGDSWDF\MQ\LQQRZDFMLSURGXNWRZHMPRĪHVLĊSRZWyU]\üZSU]\SDG
NXQHJDW\ZQHJRVWRVXQNXGRQRZRĞFLZV\WXDFMLJG\]XSá\ZHPF]DVXFR
UD]ZLĊFHMRVyE]DF]QLHSRVáXJLZDüVLĊGDQ\PSURGXNWHPQDVWĊSXMH]PQLHM
V]HQLH G\VRQDQVX SR]QDZF]HJR F]HJR VNXWNLHP EĊG]LH SU]\FK\OQLHMV]H
QDVWDZLHQLH NRQVXPHQWD GR WHM QRZRĞFL -HVW SUDZGRSRGREQH ĪH SRQRZQLH
VLĊJQLHRQSRWHQSURGXNWQDNáRQLRQ\SU]H]LQQ\FKL]DFKĊFRQ\LFKSU]\NáD
GHP6WąGWHĪUR]ZDĪDVLĊV\WXDFMHWUZDáHJRRGU]XFHQLDSyĨQLHMV]HMDNFHSWD
FMLU]HF]\ZLVWHMDGDSWDFMLL]DSU]HVWDQLDXĪ\WNRZDQLD$QWRQLGHVLYDQ5DDLM
V
-DNRPLHUQLNLRFHQ\VWRSQLDSU]HELHJXSURFHVXZVND]XMHVLĊOLF]EĊLQQRZD
FMLNXSRZDQ\FKSRUD]SLHUZV]\OLF]EĊNRQVXPHQWyZQDE\ZDMąF\FKLQQRZDFMH
ZLHONRĞü VSU]HGDĪ\ SURGXNWyZ LQQRZDF\MQ\FK G\QDPLNĊ Z]URVWX G\QDPLNĊ
Z]URVWXNRQVXPSFMLLQQRZDFML/HĞNLHZLF]V
3LHUZV]\UR]ZLQLĊW\PRGHOG\IX]MLLVWRWQ\GOD]UR]XPLHQLD]DFKRZDĔNRQVX
PHQWyZQDU\QNXSURGXNWyZ]DSURSRQRZDá(05RJHUV7UDG\F\MQDNODV\¿
NDFMDVHJPHQWyZSU]\VZDMDMąF\FKQRZRĞFLU\QNRZHRSLHUDVLĊZáDĞQLHQDMHJR
RSUDFRZDQLX:\UyĪQLáRQSLĊüNDWHJRULLRGELRUFyZSRGZ]JOĊGHPV]\ENRĞFL
SU]\MPRZDQLDLQQRZDFML5RJHUVV
LQQRZDWRU]\ ± EDUG]R V]\ENR SU]\VZDMDMąF\ LQQRZDFMH SRV]XNXMąF\ QR
Z\FKUR]ZLą]DĔáDWZR]PLHQLDMąF\VZRMH]DFKRZDQLD
V]\EF\ZF]HĞQLQDĞODGRZF\±SU]\VZDMDMąF\LQQRZDFMHZGUXJLHMNROHMQRĞFL
ZF]HVQDZLĊNV]RĞü±W]ZQDĞODGRZF\ZGUDĪDMąF\LQQRZDFMH]HZ]JOĊGXQD
ZSURZDG]HQLH LQQRZDFML SU]H] RVRE\ EĊGąFH GOD QLFK GXĪ\P DXWRU\WHWHP
RVRE\WHVLOQLH]ZLą]DQHVą]JUXSąVSRáHF]Qą
SyĨQDZLĊNV]RĞü±GRSU]\VZRMHQLDLQQRZDFML]PXV]DLFKSU]\PXVVSRáHF]
Q\OXEREDZDSU]HGQHJDW\ZQąRSLQLąJUXS\
PDUXGHU]\]ZDQLUyZQLHĪNRQVHUZDW\VWDPL±SU]\VZDMDMąF\LQQRZDFMH]H
Z]JOĊGXQDNRQIRUPL]P
Inwestorzy 2,5%
Szybcy naśladowcy
13,5% Wczesna
większość 34%
Późna większość
34%
Maruderzy 16%
5\VXQHN'\IX]MDLQQRZDFMLZPRGHOX5RJHUVD
ħUyGáRQDSRGVWDZLH5RJHUVV
,QQRZDFMDSURGXNWRZDMDNRGHWHUPLQDQWD]DFKRZDĔNRQVXPHQWyZVHQLRUyZ
8ZDĪDVLĊĪHNV]WDáWNU]\ZHMZPRGHOX5RJHUVDZ\QLND]IDNWXĪHG\IX
]MDLQQRZDFMLMHVWVSHF\¿F]Q\PSURFHVHPXF]HQLDVLĊ:Z\QLNXWHJRSURFHVX
PDáDSRF]ąWNRZRJUXSDNRQVXPHQWyZNWyUDXĞZLDGDPLDVRELHLVWQLHQLHLQQR
ZDFML]DF]\QDVLĊV]\ENRSRZLĊNV]Dü1DVWĊSXMHZ]URVWQDSRW\NDMąF\MHGQDN
SHZQąEDULHUĊNWyUąVWDQRZLąMHGQRVWNLZ\MąWNRZRQLHSRGDWQHQDWHQVZRLVW\
SURFHVXF]HQLDVLĊ0DUWLQH]L3RORV7HPSRG\IX]MLXOHJD]QDF]QH
PXVSRZROQLHQLXDĪGRFDáNRZLWHJRZ\JDĞQLĊFLDZVNXWHNF]HJR]RVWDMHRVLąJ
QLĊW\RNUHĞORQ\SR]LRPQDV\FHQLDGDQąLQQRZDFMą
=DSURSRQRZDQHSU]H](05RJHUVDW\S\SRVWDZVąSRGGDZDQHRFHQLH]SXQN
WXZLG]HQLDW]ZLQQRZDF\MQRĞFLGH¿QLRZDQHMMDNRVWRSLHĔZMDNLPGDQDMHGQRVW
NDZ\SU]HG]DZDGDSWDFMLLQQRZDFMLLQQ\FKF]áRQNyZVZRMHJRV\VWHPXVSRáHF]
QHJR V -DN ZVND]XMą EDGDQLD ZĞUyG XZDUXQNRZDĔ ]DFKRZDĔ
NRQVXPHQWyZQDMZ\ĪV]ąNRUHODFMĊGRGDWQLąZVWRVXQNXGRVNáRQQRĞFLGRLQQRZD
F\MQRĞFLZ\ND]XMHSR]LRPĪ\FLDGRFKyGRUD]Z\NV]WDáFHQLH5XQ\RXQL6WHZDUW
V:OLF]Q\FKEDGDQLDFKDXWRU]\VNXSLDMąVLĊQDLGHQW\¿NDFMLFHFKFKD
UDNWHU\]XMąF\FK LQQRZDWRUyZ L ZF]HVQ\FK QDĞODGRZFyZ NWyU]\ LQLFMXMą G\IX]MĊ
LRGJU\ZDMąSRGVWDZRZąUROĊMDNRSU]HND]XMąF\LQIRUPDFMĊRLQQRZDFMLQDU\QNX
,QQRZDWRU]\RSLVDQLSU]H](05RJHUVDWRRVRE\PáRGHVNáRQQHGRU\]\ND
NRVPRSROLFLRZ\VRNLPVWRSQLXQLH]DVSRNRMRQ\FKSRWU]HESRVLDGDQLDQRZRĞFL
U\QNRZ\FKV,QQRZDWRU]\ZUD]]V]\ENLPLQDĞODGRZFDPLVWD
QRZLąJáyZQ\VHJPHQWLFHOG]LDáDĔPDUNHWLQJRZ\FK:F]HĞQLV]\EF\QDĞOD
GRZF\VąZZLHOXDVSHNWDFKSRGREQLGRLQQRZDWRUyZ±UyĪQLLFKMHGQDN]QDF]
QLHZ\ĪV]\VWRSLHĔLQWHJUDFML]HVZRMąJUXSąVSRáHF]Qą]NWyUąG]LHOąWHVDPH
QRUP\LZDUWRĞFL3RZF]HVQ\FKQDĞODGRZFDFKZNUDF]DMąQDU\QHNNRQVXPHQFL
UHSUH]HQWXMąF\ ZF]HVQą ZLĊNV]RĞü &]ĊVWR G]LHMH VLĊ WDN SRG ZSá\ZHP ZF]H
VQ\FK QDĞODGRZFyZ NWyU\FK ]QDMą L V]DQXMą .RQVXPHQFL ] WHM JUXS\ PDMą
PQLHMV]ąVNáRQQRĞüGRSRGMĊFLDU\]\NDDOHVąRWZDUFLQDSRV]XNLZDQLHQRZ\FK
OHF]VSUDZG]RQ\FKSURGXNWyZ'HGHKD\LU2UWW5LYHURODL0LUDOOHV
Czasowe Zdobycie wiedzy
Kształtowanie się stosunku do nowości
Przyjęcie Odrzucenie
Rezygnacja Użytkowanie Trwałe
5\VXQHN8SURV]F]RQ\SURFHVSU]\VZDMDQLDLQQRZDFMLSU]H]NRQVXPHQWD
ħUyGáRQDSRGVWDZLH.DUF]V
:\]QDF]QLNLLQQRZDF\MQRĞFL]DFKRZDĔNRQVXPHQWyZ
=JRGQLH ] PRGHOHP ( 0 5RJHUVD Z PLDUĊ XSá\ZX F]DVX FRUD] ZLĊFHM
NRQVXPHQWyZGRNRQXMH]DNXSyZLQQRZDF\MQHJRSURGXNWX:W\PPRPHQFLH
LQQRZDFMDUR]SU]HVWU]HQLVLĊQDNRQVXPHQWyZ]DNZDOL¿NRZDQ\FKGRSyĨQ\FK
QDĞODGRZFyZ .RQVXPHQFL ] WHM JUXS\ PDMą]Z\NOH QLĪV]H GRFKRG\ Vą VWDUVL
LEDUG]LHMSRGDWQLQDG]LDáDQLDPDUNHWLQJRZH1DNRQLHFGHF\]MĊR]DNXSLHQR
ZHJRSURGXNWXSRGHMPXMąNRQVHUZDW\ĞFLPDUXGHU]\:\QLNLEDGDĔZVND]XMą
ĪHVąWRRVRE\RQLHZLHONLFKGRFKRGDFKVWDUV]HRWUDG\F\MQ\FKSRJOąGDFKQD
Ī\FLHQLHFKĊWQH]PLDQRP0D]XUHNàRSDFLĔVND
2.4. Wyznaczniki innowacyjności zachowań konsumentów
.DĪGHJR URNX SU]HGVLĊELRUVWZD Z\GDMą ]QDF]QH ĞURGNL ¿QDQVRZH QD EDGDQLD
LG]LDáDQLDUR]ZRMRZHZFHOXWZRU]HQLDXGDQ\FKLQQRZDFMLSURGXNWRZ\FK+HQDUG
L'DQFLQ-HGQDNPLPRĪHZSURZDG]DQHQDU\QHNLQQRZDFMHVąWHFKQLF]QLH
LIXQNFMRQDOQLHGXĪRHIHNW\ZQLHMV]HRGLVWQLHMąF\FKVWDUV]\FKZHUVMLZLHOH]W\FK
LQQRZDFMLQLH]\VNXMHDNFHSWDFMLNRQVXPHQWyZ&KLHVDL)UDWWLQL&LHUSLF
NL:ULJKWL6KDUS2VWURĪQHV]DFXQNLZVND]XMąĪHQDUR]ZLQLĊW\FKU\Q
NDFKZVNDĨQLNLDNFHSWDFMLZFLąJXRVWDWQLFKODWRVF\ORZDá\PLĊG]\D
*RXUYLOOH2ND]XMHVLĊĪHZSURZDG]HQLHQDU\QHNLQQRZDFMLSURGXNWRZHM
]RULHQWRZDQHMQDNRQVXPHQWDMHVWZ\]ZDQLHPGODSU]HGVLĊELRUVWZ-DNZVND]XMą
ERZLHPZ\QLNLEDGDĔSRVWU]HJDQLHLQQRZDFMLSU]H]SU]HGVLĊELRUFyZLNRQVXPHQ
WyZ MHVW GLDPHWUDOQLH UyĪQH 3RGF]DV JG\ Z SU]HGVLĊELRUVWZDFK FLąJOH GRPLQXMH
SRJOąGRWHFKQLF]Q\FKF]\IXQNFMRQDOQ\FKSU]HZDJDFKLQQRZDFMLNRQVXPHQFLNR
MDU]ąMą]GRVWDUF]DQ\PLGRĞZLDGF]HQLDPL'DQQHHOVL.OHLQVFKPLGW
$NFHSWDFMDLQQRZDFMLSURGXNWRZ\FKSU]H]NRQVXPHQWyZ]DOHĪ\RGLFKLQ
QRZDF\MQRĞFL RWZDUWRĞFL QD WR FR QRZH 'RW\FKF]DVRZH EDGDQLD ZVND]XMą
ĪH LQQRZDF\MQRĞü NRQVXPHQWyZ ]QDF]ąFR ZSá\ZD QD DNFHSWDFMĊ RUD] SU]\
MĊFLH QRZ\FK SURGXNWyZ ,P 0DVRQ L +RXVWRQ ,P %D\XV L 0DVRQ
-HGQDNZOLWHUDWXU]HGRVWU]HJDVLĊEUDNMHGQR]QDF]QRĞFLZ]GH¿QLRZDQLX
Z\PLDUyZ LQQRZDF\MQRĞFL L PHWRG\FH SRPLDUX MHJR SR]LRPX +DXVHU 7HOOLV
L*UL൶Q5RHKULFK
.RQFHSFMDLQQRZDF\MQRĞFLNRQVXPHQFNLHMFRQVXPHULQQRYDWLYHQHVVZ\VWĊ
SXMHZEDGDQLDFKQDXNRZ\FKMXĪRGSRQDGODW:LHORZąWNRZRĞüL]áRĪRQRĞü
DQDOL]RZDQHJR]MDZLVNDRGPLHQQRĞüSRGHMĞüSRV]F]HJyOQ\FKDXWRUyZVSRZR
GRZDáD ĪH PLPR SRGHMPRZDQ\FK SUyE QDGDO LQQRZDF\MQRĞü NRQVXPHQWD GH
¿QLXMH VLĊ EDUG]R UyĪQLH 1DMF]ĊĞFLHM MHVW UR]XPLDQD MDNR VWRSLHĔ Z NWyU\P
RVREDDNFHSWXMHQRZHLGHHLSRP\Vá\UHODW\ZQLHZF]HĞQLHMQLĪĞUHGQLDF]áRQ
NyZGDQHJRV\VWHPXVSRáHF]QHJR*ROGVPLWKL+RIDFNHUV5yĪ
QRURGQRĞüVSRMU]HQLDQDLQQRZDF\MQRĞüNRQVXPHQFNąREUD]XMHUDPNDQDV
,QQRZDFMDSURGXNWRZDMDNRGHWHUPLQDQWD]DFKRZDĔNRQVXPHQWyZVHQLRUyZ
$XWRU 'H¿QLFMHLQQRZDF\MQRĞFLNRQVXPHQFNLHM (05RJHUV
V ,QQRZDF\MQRĞüNRQVXPHQWyZMHVWUR]XPLDQDMDNR]GROQRĞüGR
ZF]HVQHJRSU]\MĊFLDLQQRZDFMLZF]HĞQLHMV]HJRQLĪSR]RVWDOL
*5RHKULFK
V ,QQRZDF\MQRĞüZ\QLND]ZHZQĊWU]QHMVLá\SURZDG]ąFHMNRQVXPHQ
WyZGR]DFKRZDĔLQQRZDF\MQ\FKNXSRZDQLHSURGXNWyZZF]HĞQLHM
LV]\EFLHMQLĪLQQL +7+XUW.-RVHSK
&'&RRN V
,QQRZDF\MQRĞüWRFHFKDRVRERZRĞFL±JRWRZRĞüLGąĪHQLHGR]PLDQ
(05RJHUV
))6KRHPDNHU V
,QQRZDF\MQRĞüWRVWRSLHĔZMDNLPGDQDRVREDMHVWZ]JOĊGQLH
V]\EFLHMSU]\MPXMHQRZ\SRP\VáQLĪSU]HFLĊWQ\F]áRQHNV\VWHPX
VSRáHF]QHJR
-&RWWH
/6:RRG V
,QQRZDF\MQRĞüWRWHQGHQFMDGRNXSRZDQLDNRQNUHWQ\FKQRZ\FK
SURGXNWyZ]DUD]SRLFKSRMDZLHQLXVLĊQDU\QNXUHODW\ZQLHZF]H
ĞQLHMRGZLĊNV]RĞFLNRQVXPHQWyZGRNRQXMąF\FK]DNXSyZZW\P
segmencie
<7UXRQJ
V ,QQRZDF\MQRĞüNRQVXPHQFNDZLąĪHVLĊ]RFHQąSR]LRPX]DLQWHUH
VRZDQLDNRQVXPHQWyZLQQRZDFMąLFKSR]LRPHPZLHG]\RLQQRZD
FMDFKLVNáRQQRĞFLąGRLFKQDE\ZDQLD 06WHQQNDPS
V ,QQRZDF\MQRĞüWRSUHG\VSR]\FMDGR]DNXSXQRZ\FKLUyĪQ\FKSUR
GXNWyZRUD]PDUHN]DPLDVWNRQVXPSFMLGRW\FKF]DVRZHM ')0LGJOH\
V ,QQRZDF\MQRĞüWRVWRSLHĔZMDNLPGDQDRVREDMHVWRWZDUWDQDQRZH
SRP\Vá\LSRGHMPXMHGHF\]MHR]DNXSLHLQQRZDFMLQLH]DOHĪQLHRG
GRĞZLDGF]HĔLLQIRUPDFMLRGLQQ\FK
1DMV]HUV]HXMĊFLHLQQRZDF\MQRĞFL]DNáDGDĪHMHVWWRVNáRQQRĞüGRFKĊWQHJR
UDG]HQLDVRELH]ZV]HONLPL]PLDQDPLZRWRF]HQLXZ\ND]\ZDQLH]DLQWHUHVRZD
QLDQRZRĞFLDPLZSRVWDFLSRVLDGDQLDQRZ\FKU]HF]\SURGXNWyZLXVáXJ&RWWH
L:RRG
:OLWHUDWXU]HGRVWU]HFPRĪQDWU]\URG]DMHLQQRZDF\MQRĞFLNRQVXPHQFNLHM
LQQRZDF\MQRĞü ZURG]RQD JOREDOQD LQQDWH LQQRYDWLYHQHVV 6WHHQNDPS
+RIVWHGHL:HGHOUR]XPLDQDMDNRXRJyOQLRQDQLHREVHUZRZDOQDFH
FKDRVRERZRĞFLRG]ZLHUFLHGODMąFDZURG]RQąVNáRQQRĞüZ]DNUHVLHLQQRZD
FMLF]\VW\OyZLQQRZDF\MQ\FK]DFKRZDĔ
LQQRZDF\MQRĞü GRPHQ\ LQQRZDF\MQRĞü VSHF\¿F]QD VSHFMDOLVW\F]QD GOD
GRPHQ\ SURGXNWX GRPDLQVSHFL¿F LQQRYDWLYHQHVV &LWULQ 6SURWW 6LOYHU
PDQL6WHP±WHQGHQFMDGRSRV]XNLZDQLDLDNFHSWDFMLQRZ\FKSURGXN
WyZZREUĊELHRNUHĞORQ\FKNDWHJRULL
LQQRZDF\MQRĞü]DNWXDOL]RZDQDLQQRZDF\MQH]DFKRZDQLHEHKDYLRURULQQR- YDWLYH DFWXDOL]HG LQQRYDWLYHQHVV ± VWRSLHĔ ]DLQWHUHVRZDQLD SRV]XNLZDQLH
LQIRUPDFMLLQWHQFMH]DNXSRZHSUyE\]DNXSXLV]\ENLHJRSU]\MĊFLDLQQRZDFML
]DNXSLQQRZDFMLSRVLDGDQLHQRZ\FKSURGXNWyZ%DUWHOVL5HLQGHUV 3RG NRQLHF ODW ;; Z EDGDF]H ]DFKRZDĔ NRQVXPHQFNLFK ]GH¿QLRZDOL
LQQRZDF\MQRĞüMDNRFHFKĊRVRERZRĞFL0LGJOH\L'RZOLQJE\OLSLHUZ
=Z\F]DMH]DNXSRZHNRQVXPHQWyZVHQLRUyZ
SRV]XNXMąF\FK ÄUHFHSW\´ QD NUHRZDQLH VWUDWHJLL SU]HZDJL NRQNXUHQF\MQHM
6]F]HJyOQHJR]QDF]HQLDZSURFHVLHX]XSHáQLDQLDZLHG]\RNRQVXPHQWDFKVHQLR
UDFKQDELHUDUR]SR]QDQLHLFKSRVWDZZREHFRWRF]HQLD3U]HSURZDG]RQHZ\QLNL
EDGDQLDZVND]Dá\ĪHSRVWDZ\OXG]LVWDUV]\FKZREHFRWRF]HQLDNV]WDáWRZDQHVą
SU]H]ZLHOH]PLHQQ\FK]NWyU\FK]DVDGQLF]H]QDF]HQLHPDMąWHRFKDUDNWHU]H
SV\FKRORJLF]Q\PHNRQRPLF]Q\PVSRáHF]Q\PLGHPRJUD¿F]Q\PMDNUyZQLHĪ
LQQ\ZLGXDOQ\P RFHQD VWDQX ]GURZLD 3U]HGVWDZLRQH Z\QLNL EDGDQLD RUD]
ZQLRVNLPRJąZLĊFE\üQDVWĊSQąÄFHJLHáNą´VáXĪąFąXV\VWHPDW\]RZDQLXRUD]
SRJáĊELHQLXZLHG]\RGHF\]MDFKU\QNRZ\FKSRGHMPRZDQ\FKSU]H]NRQVXPHQ
WyZVHQLRUyZ
3.3. Zwyczaje zakupowe konsumentów seniorów
:]URVWOLF]HEQRĞFLSRSXODFMLRVyEVWDUV]\FKZ3ROVFHZ\PDJDRGSU]HGVLĊ
ELRUVWZREVHUZDFMLLFKZ]RUFyZNRQVXPSFMLL]DNXSyZ'RVWDUF]DQLHLQIRU
PDFML R VHQLRUDFK MHVW NRU]\VWQH ]DUyZQR SRG Z]JOĊGHP VSRáHF]Q\P MDN
LHNRQRPLF]Q\P0RVFKLV0RVWHOOHUL)DWWFKRüMDNVLĊSRGNUHĞOD
ZOLWHUDWXU]HVHQLRU]\QLHVąSRSXODUQ\PRELHNWHPEDGDĔF]ĊVWRSRVWU]H
JDQ\PMDNRPDUNHWLQJRZRQLHDWUDNF\MQ\+DUH.LUNL/DQJ2NUHĞ
OHQLH]Z\F]DMyZ]DNXSRZ\FKOXG]LVWDUV]\FKZ\PDJDáRGRNRQDQLDLGHQW\
¿NDFML
F]ĊVWRWOLZRĞFL]DNXSyZZ\EUDQ\FKNDWHJRULLSURGXNWyZ)0&*
SRVWĊSRZDQLD]ZLą]DQHJR]]DNXSDPLSURGXNWyZSU]H]VHQLRUyZ
ZSá\ZXRSLQLLRWRF]HQLDQDSURFHV\]DNXSRZHUHDOL]RZDQHSU]H]OXG]LVWDU
szych,
VWRVRZDQ\FKSU]H]VHQLRUyZVWUDWHJLL]DNXSXLQQRZDFMLSURGXNWRZ\FK
:UDPDFKSRGMĊWHMSUREOHPDW\NLZ\EUDQRDUELWUDOQLHF]WHU\NDWHJRULHSUR
GXNWRZHVNáDGDMąFHVLĊQDU\QHN)0&*LSRGGDQRDQDOL]LHZSURFHVLH]DNXSX
LNRQVXPSFMLSU]H]VHQLRUyZ:\EyUU\QNyZEDGDZF]\FKE\áSRG\NWRZDQ\QD
VWĊSXMąF\PLSU]HVáDQNDPL
D SU]HGPLRWHP EDGDĔ Vą LQQRZDFMH SURGXNWRZH QD U\QNX SURGXNWyZ )0&*
± SURGXNW\ WHM JUXS\ ]DMPXMą SULRU\WHWRZH PLHMVFH Z Z\GDWNDFK VHQLR
UyZ Z EXGĪHWDFK JRVSRGDUVWZ GRPRZ\FK Vą WR WDNĪH SURGXNW\ F]ĊVWR
NXSRZDQHSU]H]VHQLRUyZLGRVWĊSQHZSODFyZNDFKKDQGORZ\FKRGZLHG]D
Q\FKSU]H]VHQLRUyZSRUSRGUR]G]LDáL
E EDGDQH NDWHJRULH SURGXNWRZH SURGXNW\ Ī\ZQRĞFLRZH SURGXNW\ GOD ]GUR
ZLDSURGXNW\NRVPHW\F]QHSURGXNW\FKHPLLJRVSRGDUF]HMVąNDWHJRULDPL
3RVWDZ\NRQVXPHQWyZVHQLRUyZZREHFLQQRZDFML
Z NWyU\FK LQWHQV\ZQLH ]ZLĊNV]D VLĊ OLF]ED QRZRĞFL L SRMDZLDMą VLĊ RQH
ZUyĪQ\FKZDULDQWDFKRGLQQRZDFMLDEVROXWQHMGRLQQRZDFMLSR]RUQHM, F ZLHOH QRZ\FK SURGXNWyZ Z SRZ\ĪV]\FK NDWHJRULDFK MHVW NLHURZDQ\FK GR
VHQLRUyZZVSRVyESRĞUHGQLSURGXNW\Ī\ZQRĞFLRZHSURGXNW\FKHPLLJR
VSRGDUF]HMOXEEH]SRĞUHGQLSURGXNW\NRVPHW\F]QHSURGXNW\GOD]GURZLD G LVWQLHMH PRĪOLZRĞü GRNRQ\ZDQLD SRUyZQDĔ JG\Ī ]DNXS\ W\FK SURGXNWyZ
SU]H]VHQLRUyZE\á\SRGGDZDQHREVHUZDFMLZUDPDFKZLHOXSURMHNWyZQD
XNRZ\FKSRUSRGUR]G]LDá
.RQVXPHQFLVHQLRU]\WRDNW\ZQLNOLHQFLSODFyZHNKDQGORZ\FKF]ĊVWRRG
ZLHG]DMąF\VNOHS\VSRĪ\ZF]HNLONDUD]\W\JRGQLXUREL]DNXS\SURGXN
WyZVSRĪ\ZF]\FK-HVWWR]UR]XPLDáHSRQLHZDĪMDNZVND]XMąZ\QLNLEDGDĔ
NU\WHULXP ĞZLHĪRĞFL GRPLQXMH Z ]DNXSDFK SURGXNWyZ Ī\ZQRĞFLRZ\FK SU]H]
VHQLRUyZSRUSRGUR]G]LDá3UDZLHEDGDQ\FKSU]\QDMPQLHMUD]QDW\
G]LHĔ NXSXMH SURGXNW\ GOD ]GURZLD D UHVSRQGHQWyZ UREL WR NLOND UD]\
Z PLHVLąFX 6WRVXQNRZR U]DG]LHM VHQLRU]\ QDE\ZDMą NRVPHW\NL L SURGXNW\
FKHPLL JRVSRGDUF]HM FR WU]HFL ] QLFK ]DRSDWUXMH VLĊ Z SURGXNW\ NRVPHW\F]
QHUD]ZPLHVLąFXRGSRZLHGQLRNXSXMHSURGXNW\FKHPLLJRVSRGDUF]HM
DEDGDQ\FKGHNODUXMHĪHNLONDUD]\ZPLHVLąFXZSU]\SDGNXSURGXN
WyZFKHPLF]Q\FKMHVWWR
7DEHOD&]ĊVWRWOLZRĞü]DNXSyZSU]H]VHQLRUyZZ\EUDQ\FKNDWHJRULLSURGXNWR- Z\FK
&]ĊVWRWOLZRĞü]DNXSyZ
.LOND
UD]\
ZW\JR- GQLX
Raz na W\G]LHĔ
.LOND
UD]\
ZPLHVLą- FX
Raz na PLHVLąF
.LOND
UD]\QD
SyáURNX
.LOND
UD]\
ZURNX 3URGXNW\Ī\ZQRĞFLRZH
3URGXNW\GOD]GURZLD
Kosmetyki
&KHPLDJRVSRGDUF]D
'XĪDF]ĊVWRWOLZRĞü]DNXSyZVHQLRUyZMHVWRG]ZLHUFLHGOHQLHPWUHQGyZGR
VWU]HJDQ\FK Z ]DFKRZDQLDFK RJyáX 3RODNyZ NWyU]\ ± MDN ZVND]XMą Z\QLNL
EDGDĔ±RGZLHG]DMąVNOHS\QDMF]ĊĞFLHM]HZV]\VWNLFK(XURSHMF]\NyZ:HGáXJ
GDQ\FK ¿UP\ 1LHOVHQ VNOHS\ G\VNRQWRZH VWDW\VW\F]Q\ NRQVXPHQW RGZLHG]D
UD]\ZPLHVLąFXGRWHJRGRFKRG]LZL]\WZSLHNDUQLF]\ZWUDG\F\M
Q\PVNOHSLHVSRĪ\ZF]\P0D]XUNLHZLF]'RGDWNRZRNLONDUD]\ZPLH
VLąFX 3RODF\ RGZLHG]DMą VXSHU L KLSHUPDUNHW\ GURJHULH NLRVNL F]\ ZDU]\Z
3URGXNW\GOD]GURZLDRNUHĞORQRZVHJPHQFLHVHQLRUyZMDNRSURGXNW\PHG\F]QHSODVWU\
PDĞFLLWSOHNL27&VSU]HGDZDQHEH]UHFHSW\VXSOHPHQW\GLHW\ZLWDPLQ\]LRáDKHUEDWNL
=Z\F]DMH]DNXSRZHNRQVXPHQWyZVHQLRUyZ
QLDNL ']LVLDM SU]HFLĊWQ\ NRQVXPHQW RGZLHG]D VNOHS\ UyĪQ\FK W\SyZ UD]\
ZPLHVLąFXDQDOL]RZDQRZV]\VWNLHURG]DMHVNOHSyZDMDNV]DFXMH¿UPD1LHO
VHQ Z QDMEOLĪV]\FK ODWDFK F]ĊVWRWOLZRĞü WD SU]HNURF]\ ZL]\W Z PLHVLąFX
.DV]XEDL6WĊSQLDN
$QDOL]DZVSyáF]\QQLNyZNRUHODFMLZVND]XMHQD]UyĪQLFRZDQLHF]ĊVWRWOLZR
ĞFL ]DNXSyZ ZHGáXJ EDGDQ\FK FHFK VHQLRUyZ ]PLHQQ\FK GHPRJUD¿F]Q\FK
HNRQRPLF]Q\FKLVSRáHF]Q\FK
1DMEDUG]LHM]UyĪQLFRZDQH]DFKRZDQLD]DNXSRZHVHQLRUyZGRW\F]ąNXSXMą
F\FKSURGXNW\NRVPHW\F]QHGRVWU]HJDVLĊLVWRWQąVWDW\VW\F]QLH]DOHĪQRĞüPLĊ
G]\F]ĊVWRWOLZRĞFLą]DNXSyZDPLHMVFHP]DPLHV]NDQLDZLHNLHPVWDQHP]GUR
ZLDZLHONRĞFLąJRVSRGDUVWZDGRPRZHJRV\WXDFMą¿QDQVRZąF]\DNW\ZQRĞFLą
VSRáHF]QąFKRüZ\OLF]RQHZVNDĨQLNLVąEDUG]RQLVNLH
7DEHOD:VSyáF]\QQLNLNRUHODFMLPLĊG]\Z\EUDQ\PL]PLHQQ\PLDF]ĊVWRWOLZR- ĞFLąGRNRQ\ZDQLD]DNXSyZSRV]F]HJyOQ\FKNDWHJRULLSURGXNWRZ\FK
=PLHQQH?&]ĊVWRWOLZRĞü]DNXSyZ 3URGXNW\
Ī\ZQRĞFLRZH 3URGXNW\GOD
]GURZLD .RVPHW\NL &KHPLD JRVSRGDUF]D
0LHMVFH]DPLHV]NDQLD ±* ±**
Wiek ** ** **
:\NV]WDáFHQLH ±** ±**
6WDQ]GURZLD ** ** **
/LF]EDRVyEZJRVSRGDUVWZLH
domowym
* *
6\WXDFMD¿QDQVRZD ±* ±**
$NW\ZQRĞüWRZDU]\VND±VSRWNDQLD
]URG]LQąG]LHüPLZQXNDPL *
$NW\ZQRĞüWRZDU]\VND±VSRWNDQLD
]H]QDMRP\PLVąVLDGDPLNROHĪDQ
NDPLNROHJDPL
** **
$NW\ZQRĞüWRZDU]\VND±VSRWNDQLD
RUJDQL]RZDQHSU]H]8QLZHUV\WHW
7U]HFLHJR:LHNXNOXEVHQLRUD
* ** **
$NW\ZQRĞüWRZDU]\VND±VSRWNDQLD
ZRUJDQL]DFMLSRPRF\LQQ\PRVLH
GORZHMUHOLJLMQHMZRORQWDULDFLH
* ** **
&]ĊVWRPyZLVLĊĪHF]áRZLHNPD
W\OHODWQDLOHVLĊF]XMH%LRUąFSRG
XZDJĊVZyMZLHNXZDĪDVLĊ3DQL
3DQ]DRVREĊFKRG]LRVDPRSR
F]XFLHRJyOQH
±** ±** ±**
.RUHODFMDLVWRWQDQDSR]LRPLH .RUHODFMDLVWRWQDQDSR]LRPLH
ħUyGáRQDSRGVWDZLHZ\QLNyZEDGDĔ
3RVWDZ\NRQVXPHQWyZVHQLRUyZZREHFLQQRZDFML
3RQDGWRRND]XMHVLĊĪH]DNXS\SURGXNWyZĪ\ZQRĞFLRZ\FKF]ĊĞFLHMVąGH
NODURZDQH SU]H] PLHV]NDĔFyZ ZLĊNV]\FK PLDVW VHQLRUyZ PáRGV]\FK OHSLHM
Z\NV]WDáFRQ\FK RFHQLDMąF\FK VZRMH ]GURZLH MDNR EDUG]R GREUH L GREUH RUD]
RZ\ĪV]\FK]DVREDFK¿QDQVRZ\FK
'RVWU]HFUyZQLHĪPRĪQDĪHF]ĊVWRWOLZRĞü]DNXSyZSURGXNWyZFKHPLLJRVSR
GDUF]HMMHVWQDMPQLHM]UyĪQLFRZDQDGHWHUPLQXMąMąMHG\QLHZLHNVWDQ]GURZLDF]\
DNW\ZQRĞüVSRáHF]QD-DNPRĪQDE\áRSU]\SXV]F]DüMHVWRQDVLOQLH]ZLą]DQD]VD
PRSRF]XFLHPOXG]LVWDUV]\FKVHQLRU]\F]XMąF\VLĊPáRG]LHMVąF]ĊĞFLHMNOLHQWD
PLSODFyZHNKDQGORZ\FKRIHUXMąF\FKSURGXNW\Ī\ZQRĞFLRZHNRVPHW\F]QHRUD]
FKHPLLJRVSRGDUF]HM1DWRPLDVWEDUG]RWUXGQDMHVWLQWHUSUHWDFMDF]\QQLNyZUyĪ
QLFXMąF\FKF]ĊVWRWOLZRĞü]DNXSyZSURGXNWyZGOD]GURZLD]DNáDGDQD]DOHĪQRĞü
PLĊG]\ RFHQą VWDQX ]GURZLD F]\ VDPRSRF]XFLHP GHNODURZDQ\P SU]H] UHVSRQ
GHQWyZQLH]RVWDáDZ\ND]DQDZZ\QLNDFKSU]HSURZDG]RQ\FKEDGDĔ
3U]HJOąGZ\QLNyZEDGDĔGRW\F]ąF\FKGHF\]MLU\QNRZ\FKVHQLRUyZSR]ZDOD
]DXZDĪ\ü ĪH LFK ]PLDQ\ Vą HIHNWHP SURFHVX VWDU]HQLD VLĊ ]PLDQ ELRORJLF]
Q\FKSV\FKLF]Q\FKVSRáHF]Q\FKGRĞZLDGF]HQLDQDE\WHJRZRNUHVDFKZF]H
ĞQLHMV]\FK RUD] ZSá\ZX F]\QQLNyZ ]HZQĊWU]Q\FK SRMDZLDMąF\FK Z VWDUV]\P
ZLHNXPLQHNRQRPLF]Q\FKGRFKyGF]\VSRáHF]Q\FKNRQWDNW]LQQ\PL-HG
QRF]HĞQLHX]\VNDQHZ\QLNLGRV\üF]ĊVWRZVND]XMąQDEUDNVSyMQRĞFLZSRVWĊSR
ZDQLXU\QNRZ\PVHQLRUyZGODWHJRWHĪNDĪGHQDVWĊSQHEDGDQLHWHJRVHJPHQWX
SRSXODFMLX]XSHáQLDREUD]LFK]DFKRZDĔNRQVXPHQFNLFK
$QDOL]D ]Z\F]DMyZ ]DNXSRZ\FK OXG]L VWDUV]\FK SR]ZDOD QD LGHQW\¿ND
FMĊFKDUDNWHU\VW\F]Q\FKFHFKLFKGHF\]MLU\QNRZ\FK2ND]XMHVLĊĪHVHQLRU]\
Vą UDFMRQDOQL SUDNW\F]QL WURFKĊ ]DJXELHQL RUD] ]DLQWHUHVRZDQL RWRF]HQLHP
L SRMDZLDMąF\PL VLĊ WUHQGDPL SUR]GURZRWQ\PL 0LPR ĪH Z\ND]XMą ]DLQWHUH
VRZDQLHRIHUWąKDQGORZąLF]ĊVWRRJOąGDMąZ\VWDZ\KDQGORZH
RUD] QRZH SURGXNW\ FKRü PDMą Z GRPX GREU]H IXQNFMRQXMąFH LFK ]DFKRZD
QLD FHFKXMH UDFMRQDOQRĞü L SUDNW\F]QRĞü 1LH NXSXMą QLHSRWU]HEQ\FK Z GDQHM
FKZLOLSURGXNWyZW\ONR]HZ]JOĊGXQDIDNWĪHPRJąVLĊSU]\GDüZSU]\V]áRĞFL
QLHXOHJDMąPRGRPQDSRVLDGDQLHRNUHĞORQ\FKSURGXNWyZMDN
UyZQLHĪQLHNXSXMąLFK]HZ]JOĊGXQDDWUDNF\MQHRSDNRZDQLH
2 SUDNW\F]Q\P SRGHMĞFLX GR ]DNXSyZ PRĪH UyZQLHĪ ĞZLDGF]\ü IDNW ĪH
SU]HV]áRSRáRZDUHVSRQGHQWyZNXSXMHQRZRF]HĞQLHMV]\SURGXNWGRSLH
URZPRPHQFLHJG\GRW\FKF]DVRZ\EĊG]LH]EĊGQ\VNRĔF]\VLĊF]\SU]HVWDQLH
E\üXĪ\WHF]Q\1DUDVWDMąFHSUREOHP\]GURZRWQHPRJąE\üUyZQLHĪSU]\F]\Qą
WHJRĪHNRQVXPHQFLVHQLRU]\VWDUDMąVLĊF]ĊĞFLHM]ZUDFDüXZDJĊQDDVSHNW]GUR
ZRWQ\ SURGXNWyZ Ī\ZQRĞFLRZ\FK ± ] QLFK LQWHUHVXMH VLĊ ]DZDUWRĞFLą
VNáDGQLNyZSUR]GURZRWQ\FKZNXSRZDQHMĪ\ZQRĞFL
=DFKRZDQLDOXG]LVWDUV]\FKZ\GDMąVLĊZ\VRFHSUREOHPDW\F]QHZLQWHUSUH
WDFML JG\Ī ] MHGQHM VWURQ\ SU]HREUDĪHQLD Z KDQGOX SROHJDMąFH QD RJURPQ\P
Z]URĞFLH ]UyĪQLFRZDQHM RIHUW\ SURGXNWRZHM SRGREDMą VLĊ VHQLRURP ] GUXJLHM
=Z\F]DMH]DNXSRZHNRQVXPHQWyZVHQLRUyZ
]DĞ WH ]PLDQ\ Vą SU]\F]\Qą LFK ]DJXELHQLD L SRMDZLHQLD VLĊ ZLHOX ZąWSOLZR
ĞFL$Ī]QLFKGHNODUXMHĪHF]ĊVWRQLHZLHFRZ\EUDü]RIHUW\SRGREQ\FK
SURGXNWyZDPDSUREOHP]RFHQąMDNRĞFLSURGXNWyZJG\ĪQLHSRWUD¿
MHGQR]QDF]QLHZVND]DüOHSV]HJRSURGXNWX
:LHORĞü L UyĪQRURGQRĞü RSLQLL GRW\F]ąF\FK ]DFKRZDĔ ]DNXSRZ\FK NRQVX
PHQWyZVHQLRUyZVNáDQLDGRSRGMĊFLDSUyE\]DVWąSLHQLDLFKQRZ\PLV\QWHW\F]
Q\PL ]PLHQQ\PL : FHOX X]\VNDQLD EDUG]LHM V]F]HJyáRZHJR REUD]X ]Z\F]D
MyZ]DNXSRZ\FKVHQLRUyZVNRU]\VWDQRSRQRZQLH]DQDOL]\F]\QQLNRZHMRSDUWHM
QDPHWRG]LHJáyZQ\FKVNáDGRZ\FK
3R]ZROLáDRQDZ\RGUĊEQLüWU]\JáyZQHVNáDGRZHEĊGąFHQLHMDNRSRWZLHUG]H
QLHP ZQLRVNyZ GRW\F]ąF\FK QDMZDĪQLHMV]\FK FHFK FKDUDNWHU\VW\F]Q\FK ]Z\
F]DMyZ ]DNXSRZ\FK VHQLRUyZ 3LHUZV]D VNáDGRZD GRW\F]\ VSHF\¿F]QHM FHFK\
7DEHOD=Z\F]DMH]DNXSRZHOXG]LVWDUV]\FK 2SLQLHVHQLRUyZ
=GHF\- GRZDQLH
VLĊ]JD- G]DP
5DF]HM
VLĊ]JD- G]DP
$QLWDN
ani nie
5DF]HM
VLĊQLH
]JDG]DP
=GHF\- GRZDQLH
VLĊQLH
]JDG]DP
&RUD]ZLĊFHMMHVWZVNOHSLHSRGREQ\FK
SURGXNWyZĪHQLHZLHPFRNXSLü
&]ĊVWRRJOąGDPQRZV]HSURGXNW\
FKRüPDPMHV]F]HGREU]HIXQNFMRQX
MąFHVWDUV]H
.XSXMąFSURGXNW\Ī\ZQRĞFLRZH
]ZUDFDPXZDJĊQD]GURZLHPQLHM
NRQVHUZDQWyZ]GURZHVXURZFH
GRGDWHNZLWDPLQ
0DPSUREOHP]RFHQąMDNRĞFLSUR
GXNWyZQLHZLHPNWyU\MHVWOHSV]\
/XELĊRJOąGDüZ\VWDZ\VNOHSRZH
ZGXĪ\FKFHQWUDFKKDQGORZ\FK
QDZHWJG\QLFQLHNXSXMĊ
.XSXMĊFRĞQRZHJRPRGQHJRPLPR
ĪHSRGREQ\SURGXNWPDPMXĪZGRPX
=GDU]DPLVLĊNXSRZDüFRĞFRMHVW
áDGQLHRSDNRZDQH
-HĞOLSRWU]HEXMĊSURGXNWVLĊVNRĔ
F]\WRVWDUDPVLĊNXSRZDüSURGXNW\
QRZRF]HĞQLHMV]H
&]DVDPLNXSXMĊFRĞFRPRĪHPL
VLĊSU]\GDüZSU]\V]áRĞFLDOHZWHM
FKZLOLQLHMHVWPLSRWU]HEQH
.02 FDáNRZLWDZ\MDĞQLDQDZDULDQFMD
3RVWDZ\NRQVXPHQWyZVHQLRUyZZREHFLQQRZDFML
]DFKRZDĔ VHQLRUyZ ± LFK ÄRWZDUWRĞFL QD SU]\MHPQRĞFL´ Z\UDĪDMąFHM VLĊ Z KH
GRQLVW\F]Q\P SRGHMĞFLX GR ZL]\W Z FHQWUDFK KDQGORZ\FK RUD] ]DLQWHUHVRZD
QLHPSURGXNWDPLRZ\UDĨQ\FKDWU\EXWDFKQRZRĞüPRGDDWUDNF\MQHRSDNRZD
QLH0LPRĪH]DFKRZDQLDOXG]LVWDUV]\FKFHFKXMHZ\VRNLVWRSLHĔSUDNW\F]QRĞFL
GRVWU]HFPRĪQDUyZQLHĪĪHGODSRáRZ\EDGDQ\FKSRGHMPRZDQLHU\]\ND]DNXSX
SURGXNWXáDGQLHRSDNRZDQHJRF]\PRGQHJREĊGąFHJRQRZRĞFLąMHVWSU]\MHP
QRĞFLąSRGREQLHMDNRGZLHG]DQLHFHQWUyZKDQGORZ\FKW\ONRLZ\áąF]QLHZFHOX
VSDFHUXRUD]RJOąGDQLDZLWU\QVNOHSRZ\FK'UXJD]LGHQW\¿NRZDQDJUXSD]PLHQ
Q\FKRSLVXMąF\FK]DFKRZDQLDEDGDQ\FKSRGNUHĞODLFKDNW\ZQH]DLQWHUHVRZDQLH
SRSXODUQ\PL WUHQGDPL 6HQLRU]\ GHNODUXMą ]DLQWHUHVRZDQLH WHQGHQFMDPL SUR]
GURZRWQ\PLNWyUHZLąĪHVLĊ]H]ZUDFDQLHPXZDJLQDWHDVSHNW\SRGF]DV]DNX
SyZĪ\ZQRĞFLNRQFHQWUXMąVLĊUyZQLHĪQDSRSUDZLHSR]LRPXMDNRĞFLĪ\FLDFR
VNáDQLDLFKGRSRV]XNLZDQLDQRZV]\FKZHUVMLSURGXNWyZNWyUHXOHJá\]XĪ\FLX
2VWDWQLD ] Z\RGUĊEQLRQ\FK VNáDGRZ\FK ]Z\F]DMyZ ]DNXSRZ\FK OXG]L
VWDUV]\FK MHVW SRWZLHUG]HQLHP VSRVWU]HĪHĔ GRW\F]ąF\FK Ä]DJXELHQLD´ VHQLR
UyZZREHFQHMRIHUFLHU\QNRZHM/XG]LVWDUVLF]ĊVWR]JáDV]DMąVZRMHZąWSOLZR
ĞFLFRGRMDNRĞFLSURGXNWyZLXZDJLGRW\F]ąFHZ\ERUXNRQNUHWQHJRSURGXNWX
8]XSHáQLHQLHP REUD]X ]Z\F]DMyZ ]DNXSRZ\FK VHQLRUyZ MHVW ]LGHQW\¿NR
ZDQLHF]\QQLNyZUyĪQLFXMąF\FK]DFKRZDQLDOXG]LVWDUV]\FK±ZW\PFHOX]DVWR
VRZDQRDQDOL]ĊZVSyáF]\QQLNyZNRUHODFML
7DEHOD0DFLHU]URWRZDQ\FKVNáDGRZ\FK±]Z\F]DMH]DNXSRZHOXG]LVWDUV]\FK 0DFLHU]URWRZDQ\FKVNáDGRZ\FK
2SLQLHVHQLRUyZ 6NáDGRZD
2 3
&RUD]ZLĊFHMMHVWZVNOHSLHSRGREQ\FKSURGXNWyZĪHQLHZLHPFRNXSLü
.XSXMąFSURGXNW\Ī\ZQRĞFLRZH]ZUDFDPXZDJĊQD]GURZLH±PQLHM
NRQVHUZDQWyZ]GURZHVXURZFHGRGDWNLZLWDPLQ
0DPSUREOHPZRFHQLHMDNRĞFLSURGXNWyZ±QLHZLHPNWyU\SURGXNW
MHVWOHSV]\
/XELĊRJOąGDüZ\VWDZ\VNOHSRZHZGXĪ\FKFHQWUDFKKDQGORZ\FK±
QDZHWMDNQLFQLHNXSXMĊ
.XSXMĊFRĞQRZHJRPRGQHJRPLPRĪHZLHPĪHSRGREQ\SURGXNWPDP
MXĪZGRPX
=GDU]DPLVLĊNXSRZDüFRĞFRMHVWáDGQLHRSDNRZDQH
,QWHUHVXMĊVLĊWHPDWDPL]GURZLD±QRZHOHNLVXSOHPHQW\GLHW\Ī\ZQRĞü
SUR]GURZRWQD
-DNSRWU]HEXMĊVNRĔF]\VLĊSURGXNWWRVWDUDPVLĊNXSRZDüSURGXNW\
QRZRF]HĞQLHMV]H
&]DVDPLNXSXMĊFRĞFRPRĪHPLVLĊSU]\GDüZSU]\V]áRĞFL±DOHZWHM
FKZLOLQLHMHVWPLSRWU]HEQH
ħUyGáRQDSRGVWDZLHZ\QLNyZEDGDĔ