期刊名称：Zeszyt Naukowy Wyższej Szkoły Zarządzania i Bankowości w Krakowie
印刷版ISSN：1897-659X
电子版ISSN：2300-6285
出版年度：2015
期号：36
页码：50-60
语种：English
出版社：Wyższa Szkoła Zarządzania i Bankowości w Krakowie
摘要：Consumer behavior,which is reflected by the decisions made,is influenced by various factors that are economic,demographic,socio-cultural,psychological and marketing in nature. Marketing determinants of consumer behavior are a unique group of factors as they depend on business activities. The article presents the analysis of the vulnerability of young buyers of durable goods (including furniture) to marketing incentives. The investigation was focused on a group[ of buyers aged 19-34 years. The text characterizes the factors that influence consumer behavior,with a particular consideration of the marketing determinants. On the basis of the Author’s surveys,the main marketing determinants of the buyers of durable goods (especially of furniture) are discussed. The article includes a description of the impact of factors related to furniture: its properties,the financial terms of purchase,the distribution (availability of furniture) and promotions.
