Behaviour Of Young Consumers Research Articles

The Salient Factors Influencing the Choice of Food Retail Outlet amongst First Year Students at a Rural-Based Tertiary Institution

The increasing relevance of young consumers as a market segment has resulted in marketers and brand managers alike becoming more interested in the consumer buying behaviour of young people. In the case of the retail sector, the increasing buying power of young consumers has peaked marketers’ interest in the young consumer market segment. This paper aimed to survey the salient factors that influence the choices made by students of which food retailer to buy groceries from. As a result the study conveniently sampled n=217 first year School of Economics and Management students. The questionnaire was the data generation tool, and was comprised of close-ended questions and a 5-point Likert scale for responses. Data was collated and descriptive statistics generated utilising Microsoft Excel 2010. Significantly, the survey found that students were principally price sensitive and the pricing of goods was the key influencer for students. It also emerged that the influence of the family’s buying behaviour with regards to retailer choice was also a significant influence. The paper recommends further studies into the retail buying behaviour of young consumers as this would be important in the strategic management of brands by marketers as well as retailers. DOI: 10.5901/mjss.2014.v5n20p954

Understanding the buying behaviour of young consumers regarding packaging attributes and labels

AbstractThis study was conducted in Turkey (the place is the bridge between Europe and Asia) and several factors that might influence the young consumer's behaviour at the point of sale were highlighted. Self‐administered questionnaire consisting of 31 questions were filled out by 324 participants. A big part of respondents (87.34%) were young people between 18 and 25 years of age and majority of the test takers were single (91.05%), whereas only 8.95% of them were married. Relationships and connections between questions were displayed in detail with graphics in a multidimensional space and were analysed with multiple correspondence analysis tests. The results indicated that glass packages attracted the consumers with their protective structure, transparency and healthy nature, whereas plastic and paperboard packages attracted the consumers with their resistance to physical impacts and easy‐to‐use abilities. The majority of consumers checked the labels to get information; however, consumers indicated that label content was hard to understand. Production, best before dates and ingredients were identified as important information on the labels by consumers. Fat content was chosen as the most important part of labels by female consumers, whereas male consumers were more concerned about the protein content. Participants indicated that low price and special offered products were setting the basis for their unplanned shopping. The obtained results confirmed that packaging attributes and labels were the most important factors that might affect consumers' purchasing behaviours.

Does Sales Promotion Influence Buyer Behaviour? A Study of PZ Cussons Limited

Sales promotion is a collection of incentive tools designed to stimulate sales of particular products or services in the short-term. The objectives of the study were to identify the Se m’anhyia duck bar soap sales promotion mechanisms adopted and to determine how the sales promotion mechanisms affected the behaviour of young consumers. Apart from adult buyers, young consumers who are Senior High School (SHS) students in Ghana, often buy personal care products especially soap personally for their use at school. Thus, the study focused on SHS students in the Ho Municipality of the Volta Region, Ghana. Data were collected with a questionnaire administered to a sample of 152 students who represented young consumers in the Ho Municipality of the Volta Region, Ghana. Statistical Package for Social Sciences (SPSS) was used to analyze the data. It was found that, PZ Cussons’ Se m’anhyia duck bar soap sales promotion mechanisms adopted included token of prizes such as T-shirts, shopping baskets, pieces of GTP wax cloth and the ultimate prize was a two-bedroom self-contained house. The study shows that the sales promotion has influenced many young consumers to purchase the product. Thus, it is important that the company regularly organizes sales promotion to improve its

Cell phone behaviour of young consumers in Finland

This study investigates cell phone behaviour among high school, undergraduate and graduate college students in Finland. Following the literature review, the paper analyses the responses of 118 high schools, 268 undergraduate and 84 graduate students from educational institutions located in the metropolitan area of Tampere, Finland. The study found significant differences in cell phone behaviour between the high school, undergraduate and graduate students. Differences were also seen in the way the students at different educational levels conceptualise cell phone behaviour. The study shows that there are age-related stages of behaviour. The paper concludes with a discussion of the academic and managerial implications.

The Internet Impact on Market Behavior of Young Consumers

Technological progress and increasing accessibility of Internet cause signifi cant changes in consumers behavior. New informatics technologies has impact mostly on young generation, which uses it in everyday life but also in market processes. Young people raised in digital era occurred to be diff erent comparing to older generations. According to that fact this group of young people should be constantly observed and analyzed, so the companies off er can adjust to their needs. All trends behaviors and study results presented in this article will show what infl uence has Internet on young people, who are making a commercial transactions.

Intercultural Differences in the Purchase and Information Behaviour of Young Consumers

Intercultural Differences in the Purchase and Information Behaviour of Young Consumers Pressures in the contemporary marketing environment are getting bigger and companies and marketers are required to know consumers and their purchase and information behaviour. In this article we studied the behaviour of consumers and the factors of purchase and information behaviour of young consumers when choosing clothes. We found out about the meaning of individual clothing characteristics having impact on the purchase decision making (price, trademark, fitting of clothing, design, quality, etc.). Consumers receive and look for information at different sources (radio commercials, TV commercials and shows, fashion magazines, catalogue sales, social networks, friends and acquaintances, etc.). With the empiric research we wanted to find out to what measure individual sources influence the purchase decision of an individual. We studied young people aged from 15 to 24 in the countries of the EU (Slovenia, Austria and Germany) and the United States of America. We especially focused on characteristic differences. Knowing intercultural differences is important for global companies of the clothing industry for forming their marketing strategies. On the sample of 440 young people who took part in the survey we found out that intercultural differences exist regarding the influence of individual information sources and regarding the factors of purchase decision making. Considering the stated we propose companies operating in global markets on both continents to prepare differentiated marketing strategies.

Always-on mobile phone behaviour impulsive and postmodern consumers

This paper investigates the antecedents of addictive-based mobile phone behaviour; a new phenomenon in mobile phone consumption. Specifically, it examines the effects of impulsive behaviour and post-modern consumer behaviour on the addiction of young consumers to mobile phones, which is reflected in leaving their cell phones switched on for 24 hours per day. This study has been conducted on 450 consumers from the cities of Bursa and Istanbul, Turkey. The results imply that post-modern consumer behaviour has a positive effect on all aspects of the addictive pattern of always-on behaviour, whereas impulsive behaviour has only a partial effect. Unreal world dimensions of postmodern consumer behaviour have a positive effect on addictive behaviour. Also, sensation-seeking, which is a part of the impulsive behaviour dimension, was assessed to have an effect on continuous connectivity. According to the knowledge of the authors this is the first interdisciplinary study explaining the antecedents of addictive mobile phone behaviour of young consumers. The innovative findings of the study are suggested to inform, besides other marketing related studies, also sociological and psychological studies on the identity and roles of young citizens in the society.

Arousal and Merriment as Decision Drivers Among Young Consumers

ABSTRACT Arousal among young consumers plays a key role in buying decisions. Shopping arousal is largely driven by store attractions, interpersonal influences, self-reference criteria, and comparative gains. Arousal-led retail sales strategies for affordable fashion and entertainment products drive buying decisions of young consumers. Managers of retailing firms need to consider promoting shopping arousal with the advent of one-to-one marketing, media-targeted direct mail or Internet marketing and to explore the opportunities to develop relationships with young consumers. One of the challenges for success in retailing is to enhance the in-store ambience to influence young consumers for a prolonged stay in the store for shopping and exploring the zone of experience of new products. This paper attempts to analyze arousal and satisfaction as behavioral drivers that influence buying behavior of young consumers and measures the extent of satisfaction by purchases made through empirical investigation in Mexico. Discussions in the study are also focused on the role of in-store recreation, ambience, and point-of-sales strategies in influencing buying behavior of young consumers. Arguments in the paper are built around major factors that affect shopping arousal among young consumers in reference to recreational facilities and location of the store, shopping behavior, and store loyalty, which are influenced by product attributes and services, brand value, perceived values, and price. Taking these factors into consideration can improve the performance of retailing and increase sales. This paper contributes to the analysis of shopping arousal and merriment as influencing factors of consumer behavior, which has not been covered in many research studies.

Cognitive factors affecting buying decision of young consumers: role of arousal and merriment

Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper attempts to analyse arousal and satisfaction as behavioural drivers which influence buying behaviour of young consumers and measures the extent of satisfaction on purchases made through empirical investigation in Mexico. Discussions in the study are also focused on the role of in-store recreation, ambience and point of sales strategies in influencing buying behaviour of the young consumers.

Arousal and Merriment as Decision Drivers Among Young Consumers

Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper attempts to analyze arousal and satisfaction as behavioral drivers which influence buying behavior of young consumers and measures the extent of satisfaction on purchases made through empirical investigation in Mexico. Discussions in the study are also focused on the role of in-store recreation, ambience and point of sales strategies in influencing buying behavior of young consumers.

You Can’t Have That! A Study of Reactance Effects & Children’s Consumer Behavior

Experience has often taught parents that children’s desires for products are heightened when they are told “You can’t have that!” The psychological literature has identified this phenomenon as “reactance.” This study examines whether reactance determines the behavior of young consumers and examines individual differences that moderate such reactance. Findings indicate that reality reflects theory. Regardless of gender, adolescents prefer certain products more when parents signal disapproval, but younger children tend to conform to parent’s preferences.