Young Consumers’ Behaviours In Retail Market And Their Impact On Activities Of Retail Chains

Katarzyna Bilińska-Reformat () and Magdalena Stefańska
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Katarzyna Bilińska-Reformat: University of Economics in Katowice, Faculty of Management, Poland
Magdalena Stefańska: Poznań University of Economics, Faculty of Management, Poland

Poslovna izvrsnost/Business Excellence, 2016, vol. 10, issue 2, 123-134

Abstract: The aim of the paper is to show preferences of young consumers for commercial chains, in relation to their marketing offers. The paper shows particular strategic behaviours of retail chains occurring in the sphere of shaping relationships with young consumers. It focuses mainly on technological and marketing innovations. The methods applied to achieve the goal include a critical analysis of the literature on the subject, a direct study of young customers of retail chains operating in Poland, which focuses on their needs, and a profound case study showing marketing activities of retail chains targeted at young consumers. The recognition of the needs of target segments should lead to the creation of a commercial offer that satisfies final customers. Young consumers are using new technologies in their everyday lives and this is the reason why retail chains are developing their offers by using IT solutions (Knežević, Delić, and Knego,2015). The process of buying by this segment of customers requires deeper reconstruction, due to changes in the process of defining sources of information and its evaluation. In addition, the place of shopping is changing and this has implications on retailers’ strategies and ways of building competitive advantage. We may assume that in the course of next several decades it may happen that brick-and-mortar stores will perform the function of storehouses that hand over products, fi tting rooms, places for returning products and making complaints. Separation of the financial and the product stream is going to occur, since payment will take place only in the virtual world. The paper contributes to the theory of retail innovation strategies and relationship marketing. It also contributes to the practice showing how global retailers should build relations with young consumers in creating online channel of sales.

Keywords: young consumers; global retailers’ strategy (search for similar items in EconPapers)
Date: 2016
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