Using Wireless Internet to Conquer Young Consumers. Case Study: The Coffee Houses from Cluj-Napoca, Romania
Using Wireless Internet to Conquer Young Consumers. Case Study: The Coffee Houses from Cluj-Napoca, Romania

Summary/Abstract: Nowadays’ hectic society spins around the rapid pace development of TIME industry (telecommunications, information technology, media and entertainment), which triggered the appearance of a new generation- Y Generation. With well-defined consuming habits, dominated both by the Internet and new emergent technologies, this techno-savvy generation thrives in the digital era. In this context, the aim of the article is to emphasize the fact that Internet, particularly Wireless Internet, is a clear means of conquering the young consumers’ market, even in Romania. With a worldwide steady rise, Wireless Internet is more and more used by educated Romanian youngsters and, as a result, it rapidly shifted into a constant hallmark of their daily life. Therefore, in our case study, the main premise points out that coffee houses from Cluj-Napoca have introduced Wireless Internet as a response to the new market demands, so that they meet the eye of the young consumers. The article proves that Wireless Internet is a “must” and coffee houses merely adapted to the changes of an e-world society. Methodology: We used desk and field research, carried out in several coffee houses from Cluj-Napoca, Romania, and a quantitative approach, with the questionnaire as the main instrument

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