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The Role of Food Product Features in the Purchase Process by Consumer Generation X and Y

In: Eurasian Business Perspectives

Author

Listed:
  • Marek Angowski

    (University Life Sciences)

Abstract

This paper attempts to identify and analyze the importance of product characteristics that affect consumer choices in the food market. The main purpose of the study is to present and evaluate the differences in buyer behavior between X and Y generation groups. The analytical part is based on the results of a survey conducted in 2016 on purchasing behavior in the food market. Research shows that the age of buyers differentiates their behavior in the purchase of food products. Young and elders’ buyers differ in their priorities, preferences, decision-making process and style of communication. They differently are planning shopping, searching the offer and evaluating the products, and different sets of factors affect their final choices.

Suggested Citation

  • Marek Angowski, 2019. "The Role of Food Product Features in the Purchase Process by Consumer Generation X and Y," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis & Ender Demir & Ugur Can (ed.), Eurasian Business Perspectives, pages 13-25, Springer.
    • Handle: RePEc:spr:eurchp:978-3-030-18652-4_2
    DOI: 10.1007/978-3-030-18652-4_2
    as

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