Child as a consumer. Cover Image

Dziecko jako konsument.
Child as a consumer.

Author(s): Iwona Niedziółka
Subject(s): Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Wydawnictwo Wyższej Szkoły Gospodarki Euroregionalnej im. Alcide De Gasperi w Józefowie
Keywords: marketing; advertisement; enterprise; expenses; teenager; juvenile; threats; cyberspace; legal capacity;

Summary/Abstract: The article is an attempt present in a comprehensive way the most important dimensions of consumerism in a specific target group, which are children and youth. The first part takes into account the legal aspect and legal capacity, then the young consumer is presented with an attempt of definitions and a statistical approach. Young consumers are a large and important group of market participants. Therefore more entrepreneurs address specific marketing activities to them. Afterwards, the author tries to characterize young consumers in cyberspace. It is currently an important consumer trend, as shops and online auctions are the second preferred place to purchase products or services by young people.

  • Issue Year: 20/2014
  • Issue No: 1
  • Page Range: 421-430
  • Page Count: 10
  • Language: Polish