Young Consumer in the Virtual Space Cover Image

Młody konsument w wirtualnej przestrzeni
Young Consumer in the Virtual Space

Author(s): Izabela Sowa
Subject(s): Business Economy / Management, Present Times (2010 - today), ICT Information and Communications Technologies
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: young consumers; market segmentation; new trends;

Summary/Abstract: An aim of the study is to identify the behaviours considered as new consumption among Polish juveniles and to carry out the segmentation of this market based on the level of acceptance of the new consumer trends. The study is a result of surveys carried out in November 2013 among Polish youngsters. The data were collected from 876 pupils of various types of schools aged 13-19. By means of the factor analysis there were identified 6 segments of youth. Young Polish consumers have a huge potential enabling revealing the behaviours related to the new consumption, particularly those which require the use of new technologies. Each of the identified segments of consumers displays one or few behaviour types considered as belonging to the new consumption. They may stimulate revealing new trends in consumer behaviours. The use of the Internet to establish permanent contact with acquaintances (especially through social portals) is common. This predisposition to establish contacts is a condition for diffusion of new trends. The article is of the research nature.

  • Issue Year: 359/2015
  • Issue No: 6
  • Page Range: 173-183
  • Page Count: 11
  • Language: Polish