Sneaker Buying Behaviour of the Hungarian Youth

Jónap Tibor (2021) Sneaker Buying Behaviour of the Hungarian Youth. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This paper explores the buying behaviour of Hungarian youth in the sneaker market. Although there is countless research analysing the sneaker market, there is little to no research about general release sneakers. This research aims to identify the sneaker buying behaviour of the Hungarian youngsters by identifying the factors influencing their purchase decision, describing how male and female buying behaviour differ from each other, and investigating their most beloved sneaker brand and model. To receive relevant data both quantitative and qualitative research methods are used. A questionnaire was distributed to receive numerical data and interviews were conducted which provided a deeper understanding of this topic. Findings show that countless factors are influencing the youth sneaker buying behaviour such as social media, friends and family, positive emotions, price, and uniqueness. Further results of this study point out that there is growing popularity of sneakers among female customers and that Nike dominates the sneaker market. These results suggest that recently sneakers play a crucial role and are a significant topic among youngsters.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	fashion, gendered buying behaviour, Nike, resell, sneaker market
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 22. 08:16
Utolsó módosítás:	2022. Már. 22. 08:16

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