BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Matuszewska Anita (University of Warsaw, Poland)
The Influence of Adult Children from "Generation Y" on the Shopping Decisions of their Parents
Journal of Marketing and Consumer Behaviour in Emerging Markets, 2017, nr 1(5), s. 63-71, tab., bibliogr. 11 poz.
Słowa kluczowe
Rodzina, Pokolenie Y, Zachowania konsumenta, Młodzież
Family, Generation Y, Consumer behaviour, Youth
Klasyfikacja JEL: M00, D10, D70
Family is one of the most important socio-cultural factors which reflects on a man's behavior. Contemporarily, young people demonstrate much more market activity. Except for doing shopping, they also play roles of advisors who influence choices of individual members of households. Most often, in spite of coming of age and leaving family home, they still have an impact on the behavior of family members. The aim of this paper is to examine the influence of children over 18 (generation "Y") on parents' consumer decisions (generation "X" and Baby-Boomers). As a research method a quantitative survey analysis was applied which showed that children have a relevant influence on shopping decisions of adults. Moreover, there are differences in the assessment of this influence between children and parents. The degree of young people's impact on the shopping process of their parents is, among others, determined by age and sex of a child and a parent, the category of the product and its purpose. The limitation of the conducted analysis is the unrepresentative sample of respondents. The achieved results may be used by marketing specialists to deepen their understanding of consumer behavior of adult children and their parents and to properly address promotion messages. (original abstract)
Pełny tekst
  1. Acuff, D.S. and Reiher, R.H. (2005) Kidnapped: How Irresponsible Marketers Are Stealing the Minds of Your Children. Chicago: Dearborn Trade.
  2. Blythe, J. (2013) Consumer behavior. Los Angeles: SAGE.
  3. Dziewanowska, K. and Kacprzak, A. (2013) Marketing doświadczeń. Warszawa: PWN.
  4. Hoyer, W. and MacInnis, D. (2001). Consumer Behavior. Boston: Houghton Mifflin Company.
  5. Ipsos (2010) Dzieci i pieniądze: kieszonkowe nie poddaje się kryzysowi. Retrieved from:
  6. Olejniczuk-Merta, A. (2001) Rynek młodych konsumentów. Warszawa: Difin.
  7. Polish Program of the Service Quality (2013) Raport specjalny: Miliardy złotych w rękach dzieci. Retrieved from:
  8. Solomon, M. (2015). Consumer Behavior: Buying, Having, and Being. Upper Saddle River: Pearson.
  9. Tapscott, D. (2008) Grown Up Digital: How the Net Generation is Changing Your World. New York: McGrew - Hill.
  10. Van den Bergh, J. and Behrer, M. (2011) How Cool Brands Stay Hot: Branding to Generation Y. London: KoganPage.
  11. Watch, U.I. (2016) The ties that binds. How Boomers and their Millennial children are redefining family and finances. Retrieved from:
Cytowane przez
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu