ZACHOWANIA KONSUMPCYJNE KOBIET PRZEZ PRYZMAT ZMIAN ZACHODZĄCYCH W OTOCZENIU MARKETINGOWYM
FEMALE CONSUMER BEHAVIOR IN THE CONTEXT OF CHANGES OCCURRING IN MARKETING ENVIRONMENT
Author(s): Joanna Pikuła-MałachowskaSubject(s): Economy, Gender Studies, Psychology, Sociology, Behaviorism, Social differentiation, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: consumer behavior; female; communication policy; marketing environment;
Summary/Abstract: The paper presents some issues concerning changes in female consumer behavior. The article is based on literature review within marketing and consumer behavior and results of research derived from secondary sources. The objective of the paper is to begin a discussion about the needs of contemporary women, their ways of making customer choices and methods of building communication policy of the products targeted to them.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 38
- Page Range: 67-75
- Page Count: 9
- Language: Polish