The influence of psychological and social factors on market behaviour of young consumers

• Main Author: Joanna Kicińska
• Format: Article
• Language: English
• Published: University of Life Sciences in Poznań 2009-01-01
• Series: Journal of Agribusiness and Rural Development
• Subjects: young consumers; psychological and sociological determinants of market behaviour; young consumers’ market in Poland and in the world
• Online Access: http://www.jard.edu.pl/tom14/zeszyt4/art_7_pl.pdf
• ISSN: 1899-5241; 1899-5772

This article presents the results of research concerning the influence of psychological and social factors on market behaviour of young consumers in Poland and in the world. The research confirms that children and the youth constitute a separate market group and the age determines their market independence. Making decisions regarding purchase of goods young consumers tend to ask for help those whom they rely on, which is connected with their small market experience. The need to do market shopping is mainly influenced by the feeling of lack of young people and then parents’ suggestions and peers’ advice. Young consumers buy goods also on impulse. It regards mainly comestibles. Fashion is the most important for children and the youth in case of clothing articles and shoes. The factor of market novelty is not a determinant of a big importance in the choice of goods purchased by children and the youth.