Analysis of the Impact of Family Communication on Shopping Behaviour of Young Customers

Abstract

The goal of this study was to investigate how the communication within the family influences the shopping behavior of young respondents, i.e., consumers. To achieve this goal, a survey was conducted on a purposive sample of 120 young respondents aged 18 to 28 years. The research results showed that there is a statistically significant correlation between communication about purchasing within the family and young respondents' shopping with their family members, as well as between communication within the family before purchasing and the respect for the opinions of family members during the purchase process of young respondents. Additional analysis of respondents by gender revealed a statistically significant difference in shopping with family members between female and male respondents. Female respondents much more frequently go shopping with their family members.

DOI: 10.5671/ca.48.1.2