Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Trends in young consumers’ behaviour - implications for family enterprises
Issue: Vol. 12, No 3, 2019
Published date: 09-2019 (print) / 09-2019 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Anna M. Nikodemska-Wołowik
University of Gdansk

Joanna Bednarz
University of Gdansk

Jeffrey R. Foreman
Appalachian State University
Keywords: international trends in buyer behaviour, young consumers, family enterprises, Poland
DOI: 10.14254/2071-789X.2019/12-3/1
Index PUBMS: 0c135c47-f403-11e9-bbfd-fa163e0fa1a0
Language: English
Pages: 11-24 (14)
JEL classification: D12, D22, D91, M21

The attractiveness of young consumer segments from the perspective of family enterprises (FE) is in question. Although young buyers’ mindset toward FE is generally positive, there are certain trends in their behaviour which need to be recognised by FE. Moreover, there is little research on the existing and potential buyers of goods offered by FE, and the theme of young consumers in this context has not been addressed in the literature. Thus, the major aim of this paper is to initiate a discussion about trends in young consumers’ behaviour, considering the FE’s perspective. The study focuses on explicit trends in behaviour which can be favourable to FE and those which require an inventive approach from FE. The findings come from contemporary trends analysis, latent participant observation, individual in-depth interviews and a quantitative survey of a representative sample of 1091 buyers. The study identifies, inter alia, dynamics in young people’s perception of family and posits that unduly conservative FE might be treated as relics of the past. These findings are critical for marketers’ re-evaluation of current FE campaigns. With a better understanding of consumer perceptions of FE, marketing messages can be developed and evaluated for effectiveness in connecting with young consumers by understanding their latest trends and related perceptions of FE. Although FE may be considered inherently traditional, young consumers’ current conceptualization of tradition in FE is critical for today’s marketers. The specific contribution of this study is the recommendations it addresses to FE in Poland based on a framework of consumers’ attitudes, beliefs, and values. These recommendations may be extended internationally, as youth have become much more aligned globally.


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