Abstract:

Globalization and increased competition on the market make it highly indispensable to present a product to a potential customer. Marketing techniques and methods are constantly changing and becoming more advanced. In the conducted research, a diagnostic survey and in-depth interviews combined with usability tests were employed. The target group was young Poles aged between 18 and 26.

The research shows how young Poles use the Internet to look for financial offers and what influences their decisions about choosing a financial service. High quality and recommendations from other people are increasingly important.  The research has diagnosed which tools should be paid special attention to and which e-marketing tools should be used during a product presentation.