Autori: Zucchella, Antonella, Ganassali, Stephane, Moscarola, Jean, Cerchiello, Paola, Hennings, Nadine, Kuster, Ines, Rodrigues Santos, Carmen, Siebels, Astrid, Vila, Natalia
Titolo: Il comportamento d'acquisto dei giovani. Un'analisi comparativa europea
Periodico: Micro & macro marketing
Anno: 2008 - Volume: 17 - Fascicolo: 1 - Pagina iniziale: 71 - Pagina finale: 92

This paper aims at studying the homogeneity of the young European consuming patterns. Designed for both educational and research objectives, the study is based on a simplified model of young people purchasing behaviour, including decision determinants, influencers and personal values. A common survey was sent by e-mail to young Europeans in France, Germany, Italy and Spain in order to investigate the various decision patterns. A range of different analyses were made to determine if nationality is still a relevant issue in understanding young consumers decisions across a more and more integrated Europe. The results confirm a significant impact of national culture on the young people purchase-decision patterns and this effect is globally stronger than the influence of the type of purchased product.




SICI: 1121-4228(2008)17:1<71:ICDDGU>2.0.ZU;2-2
Testo completo: http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1431/26678
Testo completo alternativo: http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=26678

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