Nowe trendy w zachowaniach młodych konsumentów wyzwaniem dla współczesnego handlu
New trends in young consumers’ behavior as the challenge for modern trade

Summary/Abstract: The occurrence of new trends in consumer behavior forces trade companies operating in the market of young consumers to respond to these changes. In their communication with young buyers, enterprises first of all refer to trends connected with virtualization of consumption, prosumption and tribalism. On the basics of conducted research there is presented the purchasing decision model of young consumer

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