Young consumers as participants of market processes

Ewa Badzińska

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ISBN/ISSN:

978-83-7143-905-6

DOI:

Wydawnictwo:

Wydawnictwo Politechniki Poznańskiej

Rok wydania:

2010

Liczba stron:

XML:ISBN/ISSN:

ONIX MARC21

Bibliografia:

Badzińska, Ewa. Young consumers as participants of market processes. Red. . : Wydawnictwo Politechniki Poznańskiej, 2010, 61 s. ISBN 978-83-7143-905-6

Bibliografia refWorks:

RT Book, Whole

SR Electronic(1)

A1 Badzińska, E.

T1 Young consumers as participants of market processes

PB Wydawnictwo Politechniki Poznańskiej

YR 2010

SN 978-83-7143-905-6

Bibliografia BibTex:

@Book{ 230196, author = "Badzińska, Ewa", editor = "", title = "Young consumers as participants of market processes", publisher = "Wydawnictwo Politechniki Poznańskiej", year = "2010", address = "", isbn = "978-83-7143-905-6" }

Bibliografia endNote:

TY - BOOK

AU - Badzińska, Ewa

ED -

TI - Young consumers as participants of market processes

PB - Wydawnictwo Politechniki Poznańskiej

CY -

PY - 2010

SN - 978-83-7143-905-6

ER -

Netografia (standard APA):

Badzińska, Ewa. Young consumers as participants of market processes [baza danych online] : Wydawnictwo Politechniki Poznańskiej, 2010 [dostęp: 14 08 2024]. Dostęp w Ibuk Libra: https://libra.ibuk.pl/reader/young-consumers-as-participants-of-market-processes-ewa-badzinska-230196.

rynek, konsumenci, uwarunkowania

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ISBN/ISSN:

978-83-7143-905-6

DOI:

Wydawnictwo:

Wydawnictwo Politechniki Poznańskiej

Rok wydania:

2010

Liczba stron:

XML:ISBN/ISSN:

ONIX MARC21

Introduction6
1. Foundations of Customer Behavior and Decisions in the Light of Theory8
2. Current Consumer Market Behavior Trends and their Shaping19
3. Types of Young Consumers and their Consumption- and Lifestyles32
3.1. Characteristic of Young Consumers and their Types32
3.2. Young Consumer Consumption- and Lifestyles40
Summary and Conclusions54
Bibliography56

INTRODUCTION

Todaycompaniesruntheirbusinessinanenvironmentcharacterizedbyunprec-

edentedchangesandunstableregulations.Attheonsetofthe21

stcenturywecan

noticenewcorporatechallengesandthreatsappearingatanacceleratingpace.So-

cial,economicandpoliticalchangeshavesignificantimpactonconsumption

processes,asreflectedinnewconsumertrendscharacterizedbynewdevelopments

inthesystemofvalues,expectations,preferencesandgrowthofbothshopper

awarenessaswellastheirpurchasingpower.Thisisaccompaniedbychangesin

conditionsoffulfillingneedsandinterests,activityareasandlifestyles.

Theaboveprocesseshavesignificantinfluenceonmarketingstrategiesandac-

tivitiesofcontemporarycompanies-especiallycustomercommunicationmethods

-andwaysofoperations.Earlierstrategiesneedtobemodifiedandmanagersneed

toswitchtoanewwaysofthinkingandacting,whereanimportantroleisplayed

byknowledgebasedeconomyandmodernelectronicmedia.

Oneofthekeyproblemscurrentcompaniesarefacingisthequestionhowtomar-

ryrequirementsoftheeconomyofscaleandoperationaleffectivenesswithunique,

stronglyindividualizedandeverchangingcustomerandtradepartnerneeds.C.K.

PrahaladandV.Ramaswamystressthatanewparadigmofcreatingvalueforthe

consumeriscreated.Toanincreasingextentconsumersareinvolvedinproduction

processesandco-createproductuniquevalue,addingtothecreationofcompetitive

advantageonthecurrent,demandingmarket.Accordingtothisnewparadigm,both

thecompanyandtheconsumerco-createvalueattouchpoitns[47,p.8].

Fortworeasonstheauthordecidedtochooseyoungconsumersasthesubjectof

research.Firstly,youngpeopleareapowerfulandgrowingmarketsegmentwith

highpurchasingpower,thereforetheirprospectiveroleissignificant.Thesignific-

anceofthismarketshouldbeviewed,however,notonlyfromtheperspectiveof

representedpurchasingpower,butalsoinotherdimensions,largelyquantitative

nature.Youngpeoplearedemandingconsumers,butopentonovelty,changing

fashionsandtrends;theyareattentivemarketwatchersandapproachinnovative

productsandserviceswithinterest.Youngconsumersnotonlycreateideasfornew

productsandservices,butalsoexertaneverincreasingimpactonfamilyconsump-

tionandpurchasedecisions.Thus,formanycompaniesthismarketisextremely

attractive,albeitdifficulttolearnandsegment,duetodynamicallychangingatti-

tudesandexistingdifferencesinsocio-economicanddemographicprofiles.

Secondly,youngconsumermarketanalyses,especiallytheonesmadeinPoland

andcountriestransformingtheireconomies,areataninitialandpioneerphase.The

potentialofthissegmentisseeminglyunnoticedbyscientistsspecializingincon-

sumerbehaviorissues.InPolandthereisagaptobefilledwithscientificpublica-

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