| Autor: |
Ganassali Stéphane, Cerchiello Paola, Hennings Nadine, Kuster Ines, Moscarola Jean, Rodrígues Santos Carmen, Siebels Astrid, Vila Natalia, Zucchella Antonella |
| Rok vydání: |
2008 |
| Předmět: |
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| Zdroj: |
Micro & Macro Marketing. (1):71-92 |
| Popis: |
This paper aims at studying the homogeneity of the young European consuming patterns. Designed for both educational and research objectives, the study is based on a simplified model of young people purchasing behaviour, including decision determinants, influencers and personal values. A common survey was sent by e-mail to young Europeans in France, Germany, Italy and Spain in order to investigate the various decision patterns. A range of different analyses were made to determine if nationality is still a relevant issue in understanding young consumers decisions across a more and more integrated Europe. The results confirm a significant impact of national culture on the young people purchase-decision patterns and this effect is globally stronger than the influence of the type of purchased product. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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