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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