Young consumer perception towards family firms: Relationship building and gender Cover Image

Young consumer perception towards family firms: Relationship building and gender
Young consumer perception towards family firms: Relationship building and gender

Author(s): Joanna Bednarz, Małgorzata Bartosik-Purgat, Tomasz Jastrzębski, Giuseppe T. Cirella
Subject(s): Gender Studies, Business Economy / Management, Family and social welfare, Socio-Economic Research
Published by: Uniwersytet Ekonomiczny w Krakowie
Keywords: family business; SMEs; CAWI method; consumer habit; Poland;

Summary/Abstract: Objective: The objective of the article is to investigate young consumer perception of family firms (FFs) used in the process of relationship building. It also stresses the importance of gender roles within this representative group. Research Design & Methods: Following a literature review, a quantitative survey on a statistically representative random-cluster sample of 237 Generation Z consumers was conducted in the latter half of 2017 in Poland. The computer-assisted web interviewing method was used, and factor analysis was applied. Findings: Results indicate that young consumers perceived FFs as reliable, long-term businesses with a humancentred approach to clients. Tradition was the attribute that distinguished FFs on the market. Gender differences played an important role in the perception of FFs. Implications & Recommendations: Further research should consider the influencing factors for families from external influencers. This research initiates the process of influencing young customers and can lead to a model development that would describe the specifics of Generation Z in FFs. Contribution & Value Added: The study should be considered a framework for identifying ways to achieve competitive advantage of family-owned companies. From a practical perspective, this is an important implication for FFs’ owners and marketing managers who have noticed a growing concern of an aging target population.

  • Issue Year: 10/2022
  • Issue No: 1
  • Page Range: 161-174
  • Page Count: 14
  • Language: English
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