Explosions in Demand: An Analysis of Polish Customers` Insights

Barbara Szymoniuk, Stanisław Skowron
European Research Studies Journal, Volume XXIV, Special Issue 2, 475-491, 2021
DOI: 10.35808/ersj/2278


Purpose: The purpose of the paper is to present the phenomenon of explosion in demand against the background of the theory of economics, marketing and social psychology, and subsequently to analyse the attitudes and behaviour of consumers towards this phenomenon. This analysis makes it possible to draw conclusions regarding the effective management of enterprises for whose offers there has been an explosion in demand. Methodology: The analysis of customers' attitudes and behaviour towards the phenomenon of explosion in demand was based on the results of a survey conducted in Poland in January 2021 during the COVID-19 pandemic. The study included 1,000 adult Poles who declared having higher education or were still studying at a higher education level. Findings: Based on the results of the research, the attitudes and behaviours of consumers towards the phenomenon of explosion in demand were characterised. It was shown that their dual (egotistic and inertial) nature justifies the logic of intertemporal substitution, present in the assumptions of modern macroeconomic theories, and recommendations for enterprises were formulated regarding the ways to prepare for the situation of explosion in demand and undertaking marketing activities. Practical implications: The results of research on consumer attitudes and behaviour in the conditions of an explosion in demand will enable enterprises to prosper in the longer term without losing their favourable image and consumer loyalty. The concepts from the area of economics and demarketing presented in the article will make it easier for enterprises to develop and implement appropriate marketing activities. Originality/Value: The paper presents original definitions and research on demand explosions. This research was preceded by literature studies in the field of economics, marketing and social psychology, which allowed the authors to identify a research gap regarding consumer attitudes and behaviours towards the phenomenon of explosion in demand, as well as to define the directions of further research.

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