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Młodzi konsumenci a marketing lokalnych produktów spożywczych i napojów

Młodzi konsumenci a marketing lokalnych produktów spożywczych i napojów

Petra Kaukua

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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786206838326
71,03 €
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Chociaż badania wykazały, że młodzi konsumenci mają ogólnie pozytywny stosunek do lokalnych produktów spożywczych i napojów, tylko niewielka część tego nastawienia przekłada się na rzeczywiste zachowania zakupowe. Skłoniło to do zbadania, jakie czynniki sprawiają, że młodzi konsumenci preferują lokalne produkty spożywcze i napoje zamiast ich globalnych odpowiedników, a także czynniki, które ostatecznie skłaniają ich do zakupu produktów globalnych. Badanie ma na celu wypełnienie luki w dotychczasowych badaniach dotyczących konsumpcji lokalnych produktów spożywczych i napojów, koncentrując się na segmencie młodych konsumentów, oraz podkreślenie znaczenia marketingu w próbach zmiany zachowań konsumpcyjnych młodych ludzi.

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