The Impact of Promotional Measures on the Buying Behaviour of Young Consumers on the Food Market
The Impact of Promotional Measures on the Buying Behaviour of Young Consumers on the Food Market

Summary/Abstract: The main objective of this paper was to assess the impact of promotional measures on the buying process of young consumers on selected food products markets. The empirical part was prepared based on surveys, which were conducted in 2016 and involved a group of 486 students using the purposive sampling method. As a result of the conducted surveys, it was determined that the individual types of promotional measures had a different impact on food buyers in terms of their food-buying decisions. The differences, however, were not significant. The most important role, in relation to all the studied product groups, was played by price discounts, followed by special offers at the place of sale and recommendations by family and friends.

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