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Review article

YOUNG CONSUMERS’ BEHAVIOURS IN RETAIL MARKET AND THEIR IMPACT ON ACTIVITIES OF RETAIL CHAINS

Katarzyna Bilińska-Reformat   ORCID icon orcid.org/0000-0002-2484-9629 ; University of Economics in Katowice, Faculty of Management
Magdalena Stefańska ; oznań University of Economics, Faculty of Management

Fulltext: english, pdf (170 KB) pages 123-134 downloads: 792* cite
APA 6th Edition
Bilińska-Reformat, K. & Stefańska, M. (2016). YOUNG CONSUMERS’ BEHAVIOURS IN RETAIL MARKET AND THEIR IMPACT ON ACTIVITIES OF RETAIL CHAINS. Poslovna izvrsnost, 10 (2), 123-134. Retrieved from https://hrcak.srce.hr/170743
MLA 8th Edition
Bilińska-Reformat, Katarzyna and Magdalena Stefańska. "YOUNG CONSUMERS’ BEHAVIOURS IN RETAIL MARKET AND THEIR IMPACT ON ACTIVITIES OF RETAIL CHAINS." Poslovna izvrsnost, vol. 10, no. 2, 2016, pp. 123-134. https://hrcak.srce.hr/170743. Accessed 26 Nov. 2020.
Chicago 17th Edition
Bilińska-Reformat, Katarzyna and Magdalena Stefańska. "YOUNG CONSUMERS’ BEHAVIOURS IN RETAIL MARKET AND THEIR IMPACT ON ACTIVITIES OF RETAIL CHAINS." Poslovna izvrsnost 10, no. 2 (2016): 123-134. https://hrcak.srce.hr/170743
Harvard
Bilińska-Reformat, K., and Stefańska, M. (2016). 'YOUNG CONSUMERS’ BEHAVIOURS IN RETAIL MARKET AND THEIR IMPACT ON ACTIVITIES OF RETAIL CHAINS', Poslovna izvrsnost, 10(2), pp. 123-134. Available at: https://hrcak.srce.hr/170743 (Accessed 26 November 2020)
Vancouver
Bilińska-Reformat K, Stefańska M. YOUNG CONSUMERS’ BEHAVIOURS IN RETAIL MARKET AND THEIR IMPACT ON ACTIVITIES OF RETAIL CHAINS. Poslovna izvrsnost [Internet]. 2016 [cited 2020 November 26];10(2):123-134. Available from: https://hrcak.srce.hr/170743
IEEE
K. Bilińska-Reformat and M. Stefańska, "YOUNG CONSUMERS’ BEHAVIOURS IN RETAIL MARKET AND THEIR IMPACT ON ACTIVITIES OF RETAIL CHAINS", Poslovna izvrsnost, vol.10, no. 2, pp. 123-134, 2016. [Online]. Available: https://hrcak.srce.hr/170743. [Accessed: 26 November 2020]

Abstracts
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

Hrčak ID: 170743

URI
https://hrcak.srce.hr/170743

[croatian]

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