Price-prone Poles

Polish consumers are very much price sensitive, according to a survey by Kinoulty Research. They react immediately and en masse to any price fluctuation on the market. "If the price sensitivity is high, then even a slight increase will translate into a considerable drop in sales," says Roman Baszun, director at the Trade Department of Kinoulty Research.

The possible reasons why Poles are so sensitive to price are low income levels in Poland and the fact that they are being attacked by so many various brands in such a short time. However, as Kinoulty Research shows, it is also the citizens from countries in which the share of food and beverages in the general budget of households is significant that pay careful attention to the cost of these basic products.

In all of the countries surveyed the bulk of customers had an approximate knowledge of the prices of goods, but well enough to notice when they are too high. Price awareness is most acute among the lowest income groups and among women.