Analysis of Purchasing Decisions Made by the Generation Z Consumers

Olga Smalej
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Olga Smalej: Maria Curi-Sklodowska University, Poland

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Abstract: The consumer is one of the key players in the modern market economy. His behavior largely determines the success of the company, therefore, there is a growing interest of the market researchers which focus on the topic of consumers' behavior. They analyze different groups of consumers with different purchasing behaviors. This article focuses on a specific group of young purchasers, the Z generation, that is people born after 1995, whose market actions seem to be unique - different from the ones that are taken by other age groups. The aim of this article is to analyze the purchasing decisions made by the Z generation consumers. The text is based on a questionnaire conducted with the use of audit survey technique. It was carried out in the last months of 2016 on a few representatives of the Z generation. The research concerned the category of the purchased goods. Its results are an exploration of the studied phenomenon.

Keywords: Z generation; young consumers; decision making styles; buyers' behaviors (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp17:331-335

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