The Gubin-Guben Transborder Urban Complex as an Arena of Consumer Behaviour
Consumer behaviour has led to the development of specific shopping systems in the Gubin-Guben transborder urban complex. One, fairly stable, is geared to the local population service, while the other displays a marked asymmetry in terms of volume and function. On the Polish side, this system responds to changes very dynamically and adjusts to the expectations of consumers from the German side; the German system, however, has opened to the Polish consumer only slightly. The author's research presented here shows that consumer behaviour is largely controlled by the exchange rate of the euro, prices, and the quality of products in the given country; but it also depends on the socio-occupational status of the residents of the two transborder towns.
A number of specific characteristics of the town of Cieszyn are inherently related to its history. Since 1920, Cieszyn has been divided by a state border along the Olza river (except for the war time of 1938-1945). Before that, since the 17th century, the town was part of the Austrian Habsburg empire and was under imperial Vienna's cultural influence. The contemporary structure of the Polish part of Cieszyn includes numerous elements reflecting the town's specificity. Therefore, the social cognitive image of Cieszyn comprises those components of its spatial structure too.