1. Il comportamento d'acquisto dei giovani. Un'analisi comparativa europea
- Author
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Ganassali Stéphane, Cerchiello Paola, Hennings Nadine, Kuster Ines, Moscarola Jean, Rodrígues Santos Carmen, Siebels Astrid, Vila Natalia, and Zucchella Antonella
- Subjects
cross-cultural research, young people, consumer behaviour, Europe - Abstract
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.
- Published
- 2008
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