NOWE TENDENCJE W ZACHOWANIACH KONSUMENTÓW – PERSPEKTYWA MARKETINGOWA
NEW TRENDS IN CONSUMER BEHAVIOR – PERSPECTIVE OF MARKETING

Summary/Abstract: This work analyses the matters of relations between consumer behaviour and new trends in the environment. The author has presented various approaches towards defining the consumer behaviour in the context of dynamic changes in market environment. She has also attempted to answer the question to what extent the new phenomena in consumer behaviour, such as New Balance and normcore, affect the model consumer behaviour. In this paper, the Author has used the research carried out on secondary sources with the use of the desk research method as well as participant observations. Also, the results of the focus group interview research, in which the Author participated, have been used. The carried out research allowed to positively verify the thesis regarding the significant impact of the New Balance and normcore phenomena on the model consumer behaviour.

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