Segmentation of Young Consumers in Terms of their Market Activity
Abstract
Children and teenagers constitute a separate market group, which is heterogeneous in terms of their behaviour, market attitudes and activity. This is the basis for distinguishing four market segments, different in terms of the demographic, economic and psychographic characteristics of young participants in the market.
Keywords
Youth; Consumer; Consumer behaviour; Customer segmentation
References
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Uniwersytet Przyrodniczy w Poznaniu Poland
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