Il comportamento d'acquisto dei giovani. Un'analisi comparativa europea

Stéphane Ganassali, Paola Cerchiello (), Nadine Hennings, Ines Kuster, Jean Moscarola, Carmen Rodrígues Santos, Astrid Siebels, Natalia Vila and Antonella Zucchella

Micro & Macro Marketing, 2008, issue 1, 71-92

Abstract: 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.

Keywords: cross-cultural research; young people; consumer behaviour; Europe (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/26678:y:2008:i:1:p:71-92

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