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Psychologiczno-społeczne determinanty zachowań młodych nabywców na rynku dóbr konsumpcyjnych

100%
Kicinska J.
Journal of Agribusiness and Rural Development
|
2009
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vol. 14
|
issue 4
EN
This article presents the results of research concerning the influence of psychological and social factors on market behaviour of young consumers in Poland and in the world. The research confirms that children and the youth constitute a separate market group and the age determines their market independence. Making decisions regarding purchase of goods young consumers tend to ask for help those whom they rely on, which is connected with their small market experience. The need to do market shopping is mainly influenced by the feeling of lack of young people and then parents’ suggestions and peers’ advice. Young consumers buy goods also on impulse. It regards mainly comestibles. Fashion is the most important for children and the youth in case of clothing articles and shoes. The factor of market novelty is not a determinant of a big importance in the choice of goods purchased by children and the youth.
PL
Młodzi konsumenci stanowią istotną grupę nabywców na rynku dóbr konsumpcyjnych. Zachowania nabywcze nastolatków warunkuje wiele czynników, w tym psychologiczno-społeczne. W artykule podjęto badania nad wpływem determinant na postępowania rynkowe dzieci i młodzieży.
2
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Ekonomiczne i marketingowe determinanty rynkowych zachowań młodych konsumentów

84%
Kicinska J.
Journal of Agribusiness and Rural Development
|
2010
|
vol. 16
|
issue 2
EN
Due to the high value of the market of young consumers in Poland, both children and the youth constitute a very attractive segment of consumers. A very high rate of them have their own money. This article aims at evaluation of influence of economic and marketing determinants on market choices of teenagers. The research shows that the determinants are of a crucial significance; the most important being the quality of goods and their prices. The most popular source of income for teenagers is the pocket money received from their parents. Young consumers use different ways of promotion and ways of sales support. Professional service and the possibility of the return of the product are the most appreciated assets of trading points.
PL
Młodzi konsumenci stanowią istotną grupę nabywców dóbr konsumpcyjnych. Zachowania nabywcze nastolatków warunkuje szereg czynników. W artykule podjęto badania nad wpływem ekonomicznych i marketingowych determinant na postępowania rynkowe dzieci i młodzieży.
3
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Zróżnicowanie profilu ekonomicznego i wybranych aspektów aktywności rynkowej w grupach wiekowych młodych konsumentów

84%
Adamczyk G.
Journal of Agribusiness and Rural Development
|
2010
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vol. 15
|
issue 1
EN
In the article an influence of the age of young consumers on chosen economic aspects of their market activity was described. It is stated that with the age of young consumers their purchasing fund and sources of its recruiting were increasing. Teenagers (secondary-school people) more often demonstrate also a tendency to save money to concrete objectives, e.g. holidays, travels, training, but their current expenses are concentrating mainly around different active or passive forms of spending free time. Older teenagers are also more critical in relation to advertisements, and price and different instruments of sales promotion are factors which are exerting a significant influence on their purchase decisions. With the growth of importance of goods in the hierarchy of satisfying needs, role of determinants of choice besides the price, also a brand of the product are assumed.
PL
Dzieci i młodzież coraz częściej posiadają własne środki finansowe, dzięki którym mogą realizować różne formy aktywności rynkowej. Podejmują autonomiczne decyzje dotyczące zakupu drobnych produktów dla siebie, a także aktywnie uczestniczą w zakupach rodzinnych pełniąc różne role, począwszy od informatorów o produktach aż po decydentów. Poprzez uważną obserwację rynku coraz częstsze uczestnictwo w nim, decyzje młodych ludzi ewoluują od tych impulsowych w kierunku bardziej racjonalnych. Pełen udział w procesach rynkowych młodych ludzi jest jednak ograniczony przez różne czynniki, m.in. wiek konsumenta, jego dochód, czynniki prawne czy społeczne.
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