Attitudes of Young Consumers Towards Promotion Based on Advertising
Abstract
Promotion and its various tools play a special role in marketing communication of enterprises with the child and teenage market. Young consumers perceive promotion first of all as actions, which bring them notable benefits in the form of the possible purchase of products at reduced prices or an opportunity to obtain free samples of goods or freebies.
Keywords
Youth; Consumer; Consumer behaviour; Promotion techniques; Advertising
References
Mruk H., 2004. Komunikowanie się w marketingu. PWE, Warszawa.
Olejniczuk-Merta A., 2001. Rynek młodych konsumentów. Difin, Warszawa.
Wolska-Długosz M., 2006. Wpływ reklamy na zachowanie się dzieci i młodzieży. Świętokrzyskie Centrum Edukacji na Odległość, Zesz. Nauk. 2, 325-335.
Uniwersytet Przyrodniczy w Poznaniu Poland
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