Abstract:

During the last years the interest in young people's consumer behaviour has greatly increased. Young people as almost emancipated partners in the process of purchase decision are supposed to be educated in order to become consumers like adults. They also serve as target groups for advertisement. Unfortunately there is often a lack of knowledge about young people's needs and their way of behaviour. In order to get to know more details about young people as consumers the Fessel&GFK-Institute conducted two surveys with young people, this spring, which are now the basis for this presentation.