Investigating the influence of consumer socio-demographic characteristics on the preferred type of consumption experience

Abstract

The aim of the study was to investigate the influence of consumers’ socio-demographic characteristics on their preferred types of experiences. A quantitative study (CATI) on a representative sample of 1045 Polish consumers was conducted to achieve the research objective. The results of the study show that Polish consumers are interested mostly in immersive and passive participation in consumption experiences. Demographic variables such as gender, age, income and place of residence appear to have a statistically significant influence on the preferred type of consumption experience. The conducted research contributes to the discussion on understanding the dimensions of the consumer experience.