Revista Egitania Sciencia - Volume 1 | ARTICLE


Author: Fernando Augusto de Sá Neves dos Santos
Docente da ESTG do Instituto Politécnico da Guarda
Publication: Revista Egitania Sciencia - Volume 1

The youth market is extremely important in all societies, in consequence both of the independence that youth is acquiring from parents and the continuous growth of attention that the population devotes to the concept of youth. Also, the growing income of this segment ensures the vitality of the youth market. The objective of this work is to identify similar behaviour profiles between young people in different countries and to define differences using homogeneity analysis (HOMALS) and cluster analysis. We concluded the majority of young people prefer brand products and buy in the same places despite they confess not fidelity to brands and stores. They prefer to buy in shopping centres instead of supermarkets. Clothing snacks and books are the most relevant articles in their expenses and subject their options for different brands and shopping places.

Keywords: Youth, Consumption, Segmentation

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