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
Kędzior Z., 2003. Konsument na rynku: postawy wobec produktów. Centrum Badań i Ekspertyz, Katowice.
Kieżel E., Sowa I., 2002. Determinanty zachowań nabywczych dzieci i młodzieży. In: Konsumpcja i rynek w warunkach zmian systemowych. Eds E. Kieżel, Z. Kędzior. PWE, Warszawa.
Kotler Ph., 2002. Marketing. Podręcznik europejski. PWE, Warszawa.
Sagan A., 1998. Badania marketingowe - podstawowe kierunki i techniki. Wyd. AE, Kraków.
Żelazna K., 2002. Ekonomika konsumpcji. Elementy teorii. Wyd. SGGW, Warszawa.
Uniwersytet Przyrodniczy w Poznaniu Poland
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This journal permits and encourages authors to post items submitted to the journal on personal websites or institutional repositories both prior to and after publication, while providing bibliographic details that credit, if applicable, its publication in this journal.
Most read articles by the same author(s)
- Grażyna Adamczyk, Szymon Tarant, Anna Trębacz, Consumer Behaviour on Liquid Milk Market , Journal of Agribusiness and Rural Development: Vol 1 No 343 (2002): Roczniki Akademii Rolniczej w Poznaniu - Seria Ekonomia