Millennial consumers in the convenience food market

Millennial consumers in the convenience food market The demand for food products is gradually increasing, which is why understanding consumer behavior in the convenience food market is an important issue. Knowledge in this field may be useful in the process of developing marketing strategies. The pu...

Full description

Saved in:
Bibliographic Details
Published in:Management (Zielona Góra) 2018-01, Vol.22 (1), p.251-264
Main Author: Barska, Anetta
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
convenience food
Convenience foods
correspondence analysis
Demand
Food
generation Y
Market strategy
Millennial
Millennials
survey
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Millennial consumers in the convenience food market The demand for food products is gradually increasing, which is why understanding consumer behavior in the convenience food market is an important issue. Knowledge in this field may be useful in the process of developing marketing strategies. The purpose of the article is to present the attitude towards convenience food of the representatives of Generation Y (also known as millennials). Literature analysis and results of the author’s own surveys were used in the research proceedings. The research was conducted on a group of 364 millennial consumers living in the border area of Southwestern.
ISSN:2299-193X
1429-9321
2299-193X
DOI:10.2478/manment-2018-0018