МАРКЕТИНГОВ АНАЛИЗ НА ПАЗАРЕН СЕГМЕНТ „ПОДРАСТВАЩИ”, ПАЗАРУВАЩИ ONLINE
MARKETING ANALYSIS OF THE “TEENAGERS SHOPPING ONLINE” MARKET SEGMENT

Summary/Abstract: This study attempts to summarize theoretically and explain practically the underlying factors that influence consumer behavior of teenagers as a market segment. The specific objectives set for consideration are: drawing the consumer characteristics their online purchases and tracking their dynamics; studying the teenagers’ consumer attitudes to the online products offered. The authors argue that there are prerequisites to consider teenagers as having different consumer behavior compared to other consumers shopping on-line. The onclusions support marketers and managers of organizations offering online products in the selection of appropriate means to attract young people and increase their online shopping. The specific proposals include different trends from improving the attractiveness, functionality and dynamics of online shopping sites to the speed of delivery and uncompromising quality of products/services

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