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Analysis of Purchasing Decisions Made by the Generation Z Consumers

Author

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  • Olga Smalej

    (Maria Curi-Sklodowska University, Poland)

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.

Suggested Citation

  • Olga Smalej, 2017. "Analysis of Purchasing Decisions Made by the Generation Z Consumers," Management Challenges in a Network Economy: Proceedings of the MakeLearn and TIIM International Conference 2017,, ToKnowPress.
    • Handle: RePEc:tkp:mklp17:331-335
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