Efekt ROPO w procesie zakupu przez młodych konsumentów na rynkach detalicznych
ROPO Effect in Young Customers’ Purchasing Processes on Retail Markets

Summary/Abstract: Retail sector entities function in competitive environment. Purchasing activityof young customers is more and more visible on retail markets. They belong to „Y” and„Z” generations and their purchasing behaviors differ from purchasing behaviors of theirparents. The purpose of this paper is to 1) identify and recognize purchasing behaviours ofyoung customers on retail markets 2) identify ROPO effect that occurs in young customers’purchasing processes on different retail markets The following research methods were appliedin the paper: critical analysis of the literature of the subject. In the paper the authorpresents the results of empirical research that took place in Poland. In the study young customers— representatives of ‘X” and “Z” generations were research objects as well as theirpurchasing behaviours and ROPO effects that appear on different retail markets. Entities ofretail sector constitute the subject area of the paper.

• Details
• Contents