PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2019 | 12 | nr 3 | 11--24
Tytuł artykułu

Trends in Young Consumers' Behaviour - Implications for Family Enterprises

Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
The attractiveness of young consumer segments from the perspective of family enterprises (FE) is in question. Although young buyers' mindset toward FE is generally positive, there are certain trends in their behaviour which need to be recognised by FE. Moreover, there is little research on the existing and potential buyers of goods offered by FE, and the theme of young consumers in this context has not been addressed in the literature. Thus, the major aim of this paper is to initiate a discussion about trends in young consumers' behaviour, considering the FE's perspective. The study focuses on explicit trends in behaviour which can be favourable to FE and those which require an inventive approach from FE. The findings come from contemporary trends analysis, latent participant observation, individual in-depth interviews and a quantitative survey of a representative sample of 1091 buyers. The study identifies, inter alia, dynamics in young people's perception of family and posits that unduly conservative FE might be treated as relics of the past. These findings are critical for marketers' re-evaluation of current FE campaigns. With a better understanding of consumer perceptions of FE, marketing messages can be developed and evaluated for effectiveness in connecting with young consumers by understanding their latest trends and related perceptions of FE. Although FE may be considered inherently traditional, young consumers' current conceptualization of tradition in FE is critical for today's marketers. The specific contribution of this study is the recommendations it addresses to FE in Poland based on a framework of consumers' attitudes, beliefs, and values. These recommendations may be extended internationally, as youth have become much more aligned globally. (original abstract)
Rocznik
Tom
12
Numer
Strony
11--24
Opis fizyczny
Twórcy
  • University of Gdansk, Poland
  • University of Gdansk, Poland
  • Appalachian State University Boone, North Carolina, USA
Bibliografia
  • Ajzen, I. (2005). Attitudes, personality and behavior (2nd ed.). Maidenhead: Open University Press.
  • Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84, 88-91.
  • Angus, A. (2018). Top 10 global consumer trends for 2018 emerging forces shaping consumer behaviour. Euromonitor International.
  • Aniszewska, G. (2015). Zmiany pokoleniowe a decyzje i wybory konsumenckie. Marketing i Rynek, 1, 2-7.
  • Anselmsson, J., Bondesson N. V., & Johansson, U. (2014). Brand image and customers' willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90-102. doi:10.1108/JPBM-10-2013-0414.
  • Aquilino, W. S. (2006). Family relationships and support systems in emerging adulthood. In: J. J. Arnett and J. L. Tanner (eds.), Emerging adults in America. Washington, DC: American Psychological Association.
  • Asioli, D., Aschemann-Witzelc, J., Caputod, V., Vecchioe, R., Annunziataf, A., Næs, T., & Varelaa, P. (2017). Making sense of the "clean label" trends: A review of consumer food choice behavior and discussion of industry implications. Food Research International, 99, 58-71. https://doi.org/10.1016/j.foodres.2017.07.022.
  • Astrachan Binz, C., & Botero I. C. (2018). We are a family firm: An exploration of the motives for communicating the family business brand. Journal of Family Business Management, 8(1), 2-21, doi:10.1108/JFBM-01-2017-0002.
  • Beauregard, T. A., Ozbilgin, M., & Bell, M. P. (2009). Revisiting the social construction of family in the context of work. Journal of Managerial Psychology, 24(1), 46-65. https://doi.org/10.1108/02683940910922537.
  • Bednarz, J., Bieliński, T., Nikodemska-Wołowik, A. M., & Otukoya, A. (2017). Sources of the competitive advantage of family enterprises: An international approach focusing on China, Nigeria and Poland. Entrepreneurial Business and Economics Review, 5(2), 123-142. doi:10.15678/EBER.2017.050207.
  • Bednarz, J., & Nikodemska-Wołowik, A. M. (2017). Family enterprises in Polish consumers' mindset in the light of international tendencies. Journal of Economics and Management, 29, 5-22. doi:10.22367/jem.2017.29.01.
  • Beck, S., & Kenning, P. (2015). The influence of retailers' family firm image on new product acceptance: an empirical investigation in the German FMCG market. International Journal of Retail & Distribution Management, 43(12), 1126-1143. DOI 10.1108/IJRDM-06-2014-0079.
  • Beck, S., & Prügl, R. (2018). Family firm reputation and humanization: Consumers and the trust advantage of family firms under different conditions of brand familiarity. Family Business Review. Family Business Review, 31(4) 460-482. DOI: 10.1177/0894486518792692.
  • Beyhan Acar, A. (2014). Do intrinsic and extrinsic motivation factors differ for Generation X and Generation Y? International Journal of Business and Social Science, 5(5), 12-13.
  • Binz, C., Hair, J. F. Jr., Pieper, T. M., & Baldauf, A. (2013). Exploring the effect of distinct family firm reputation on consumers' preferences. Journal of Family Business Strategy, 4, 3-11. http://dx.doi.org/10.1016/j.jfbs.2012.12.004.
  • Blyznyuk, T. (2017). Generational values of Generation Y: Survey of Ukrainian senior school pupils and students. Economics and Sociology, 10(3), 153-166. doi:10.14254/2071-789X.2017/10-3/11.
  • Czarniewski, S. (2014). Building customer loyalty on the Polish market. Economics and Sociology, 7(3), 208-222. doi: 10.14254/2071789X.2014/7-3/16.
  • Dhaenens A. J., Marler L. E., Vardaman J. M., & Chrisman J. J. (2018). Mentoring in family businesses: Toward an understanding of commitment outcomes. Human Resource Management Review, 28(1), 46-55. doi:10.1016/j.hrmr.2017.05.005.
  • Final Report of The Expert Group Overview of Family-Business-Relevant Issues: Research, Networks, Policy Measures and Existing Studies (2009), European Commission - Directorate-General for Enterprise and Industry, Ref. Ares(2015)2102740 - 20/05/2015; Brussels.
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  • GfK. (2017). Searching for solace. UK consumers one year on. September 12-14.
  • Gils A. van, Dibrell C., Neubaum D. O., & Craig J. B. (2014). Social issues in the family enterprise. Family Business Review, 27(3), 193-205. doi:10.1177/0894486514542398.
  • Giunta, C. (2017). An emerging awareness of Generation Z students for higher education professors. Archives of Business Research, 5(4), 90-104.
  • Innovation Group and J. Walter Thompson Intelligence. (2018). The Future 100, 2018, 74.
  • Moreno, L., & Marí-Klose P. (2013). Youth, family change and welfare arrangements, Is the South still so different? European Societies, 15(4), The Mediterranean Welfare Regime and the Current Crisis, 493-513. doi.org/10.1080/14616696.2013.836400.
  • Kacprzak, A., & Dziewanowska, K. (2015). Does a global young consumer exist? A comparative study of South Korea and Poland. Journal of Marketing and Consumer Behaviour in Emerging Markets, 1(1), 47-61. doi:10.7172/2449-6634.jmcbem.2015.1.4.
  • Kasriel-Alexander, D. (2017). Top 10 global consumer trends for 2017. Euromonitor International.
  • Klärner, A., & Knabe, A. (2017). On the normative foundations of marriage and cohabitation: Results from group discussions in Eastern and Western Germany, Demographic Research, 36(53), 1637-1666. doi:10.4054/DemRes.2017.36.53.
  • Kucharska, B. (2017). Trendy w zachowaniach konsumentów jako uwarunkowanie innowacji w handlu detalicznym. Studia Ekonomiczne. Uniwersytet Ekonomiczny w Katowicach, 187, 220-228.
  • Kuruppuge, R. H., & Gregar, A. (2018). Employee's organizational preferences: A study of family businesses. Economics and Sociology, 11(1), 255-266. doi:10.14254/2071-789X.2018/11-1/17.
  • McCartney, K., Cairns, S., & Proebstel G. (2016). Perfect imperfect. The beauty of accident, age & patina. Australia: Murdoch Books.
  • Miller, C. D. (2018). Local economies on their minds: Explaining European preferences for geographic origin food labels. International Social Science Review, 94(1), 1-22.
  • Mintel, (2018). Europe Consumers Trends 2018.
  • Mizielinska, J., & Stasinska, A. (2017). There is nothing like a family: Discourses on families of choice in Poland. Journal of Homosexuality, 64(13), 1793-1815. doi:10.1080/00918369.2016.1267460.
  • Naisbitt, J. (1982). Megatrends - Ten new directions transforming our lives. New York, NY: Warner Books.
  • Nasution, M. D. T. P., & Rossanty, Y. (2018). Information search and intentions to purchase: The role of country of origin image, product knowledge, and product involvement. Journal of Theoretical and Applied Information Technology, 96(10), 3075-3085.
  • Neyer F. J., Wrzus C., Wagner J., & Lang F. R. (2011). Principles of relationship differentiation. European Psychologist, 16(4), 267-277. http://dx.doi.org/10.1027/1016-9040/a000055.
  • Nikodemska-Wołowik, A. M. (2005). Family enterprises - a chance to create a strong Polish business identity, The Marketing Review, 6(4), 301-316.
  • Perry, S. L., & Whitehead, A. L. (2016). Religion and Non-traditional Families in the United States; Sociology Compass, 10(5), 301-403. doi.org/10.1111/soc4.12370.
  • Petrů, N., Havlíček, K., & Tomášková, A. (2018). Comparison of Marketing Vitality of Family and Non Family Companies doing Business in the Czech Republic. Economics and Sociology, 11(2), 138-156. doi:10.14254/2071-789X.2018/11-2/10.
  • Pęciak. R. (2016). Megatrends and their Implications in the Globalised World. Horizons of Politics, 7(21), 167-184. DOI: 10.17399/HP.2016.072106.
  • Pounder, P. (2015). Family business insights: An overview of the literature. Journal of Family Business Management, 5(1), 116-127. doi: 10.1108/JFBM-10-2014-0023.
  • Ratajczak, M. (2017). Changes in the young consumer's purchasing process. Annales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia, 51(2), 203-210. doi:10.17951/h.2017.51.2.203.
  • Rokeach, M. J. (1968). The role of values in public opinion research. Public Opinion Quarterly, 32(4), 547-559. https://doi.org/10.1086/267645.
  • Rosina, M. (2018). The Power of Communicating the family Firm Status. The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness. Wiesbaden: Springer Fachmedien.
  • Rutecka, J., & Bednarz, J. (2017). Zainteresowanie pokolenia Y usługami bankowości internetowej - wyniki badania empirycznego. Współczesna Gospodarka, 8(2), 1-18.
  • Sageder, M., Mitter, C., & Feldbauer-Durstmüller, B. (2018). Image and reputation of family firms: A systematic literature review of the state of research. Review of Managerial Science, 12, 335. https://doi.org/10.1007/s11846-016-0216-x.
  • Sasmita, J., & Suki, N. M. (2015). Young consumers' insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 287. http://dx.doi.org/10.1108/IJRDM-02-2014-0024.
  • Trends in consumers behavior in Poland. (2017). A. Warzybok (ed.). Polish Society for Market and Opinion Research. AMPS Agencja Marketingowa Sp. z o. o., Warsaw.
  • Vaterlaus, J. M., Barnett, K., Roche, C., & Young, J. A. (2016). Snapchat is more personal: An exploratory study on Snapchat behaviors and young adult interpersonal relationships Computers in Human Behavior, 62, 595. https://doi.org/10.1016/j.chb.2016.04.029.
  • Vejlgaard, H. (2008). Anatomy of a trend, New York: McGraw-Hill, 9, 24, 34. DOI: 10.1036/0071488707.
  • Velčovská, Š. (2018). Generation Y's perception of product origin and its labelling in the context of food quality and safety. Amfiteatru Economic, 20(47), 46-61.
  • Vlontzos, G., Kyrgiakos, L., & Duquenne, M. N. (2018). What are the main drivers of young consumers purchasing traditional food products? European field research. Foods, 7(22). doi:10.3390/foods7020022.
  • Wallström, A., Salehi-Sangari, E., Foster, T., Ek Styvén, M., & Strandberg, C. (2017). Managing retail in an omnichannel environment - consumer behavior, trends, and challenges. In: M. Stieler (ed.), Creating marketing magic and innovative future marketing trends, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Switzerland: Springer. doi:10.1007/978-3-319-45596-9_49.
  • Zellweger, T. (2017). Managing the family business: Theory and practice. Cheltenham, England: Edward Elgar Publishing.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171566218

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.