MARKETING ANALYSIS OF THE “TEENAGERS SHOPPING ONLINE” MARKET SEGMENT
Authors
Keywords
behaviour, online shopping, purchasing decision-making, teenagers, market segment
Summary
This study attempts to summarize theoretically and explain practically the underlying factors that influence consumer behaviour of teenagers as a market segment. The specific objectives set for consideration are: drawing the consumer characteristics of teenagers; outlining the factors that influence their consumer behaviour; analyzing their online purchases and tracking their dynamics; studying the teenagers’ consumer attitudes to the online products offered. The authors argue that there are prerequisites to consider teenagers as having different consumer behaviour compared to other consumers shopping on-line.
The conclusions support marketers and managers of organizations offering online products in the selection of appropriate means to attract young people and increase their online shopping. The specific proposals include different trends from improving the attractiveness, functionality and dynamics of online shopping sites to the speed of delivery and uncompromising quality of products/services.
Pages: 28
Price: 3 Points