Abstract
The consumer purchasing process is still affected by new factors. A young consumer (Generation Y) remains under constant inflence of social media, which includes increasing power of online consumer groups, through which they acquire new knowledge about the market, marketing practices (not always honest), the process of preparing new products (not always in ethical way). It is worth noting that a few years ago this information was considerably more diffiult to access. This knowledge, as well as the increasing exhibition of individual consumption, shared in social media, affect the purchasing behaviour of young people. The article presents changes in the purchasing process of the youngest consumers adult generation, today’s 20- and 30-year-olds. The article is based on the results of qualitative research (the focused group interviews, ethnography of purchasing processes and virtual ethnography) conducted in 2013–2016.
Highlights
In order marketing could evolve and be able to meet consumer’s needs, marketers constantly need to deepen their knowledge about still changing consumers’ behaviour
Consumers are becoming more and more educated and aware, but on the other hand, they are tired of a large amount of information
This article aims at exploring the changes that have taken place in the course of purchasing process among young consumers
Summary
In order marketing could evolve and be able to meet consumer’s needs, marketers constantly need to deepen their knowledge about still changing consumers’ behaviour. The globalisation of business activities and competetition in many markets escalates these needs, because the basis of both segmentation and effective promotion is to understand the consumer’s desires, motivations and aspirations. Consumers are becoming more and more educated and aware, but on the other hand, they are tired of a large amount of information. They do not buy the products themselves, but the desire to fulfil a particular lifestyle, which they would like to lead. This article aims at exploring the changes that have taken place in the course of purchasing process among young consumers
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