haku: @author Burnett, J. / yhteensä: 6
viite: 3 / 6
| Tekijä: | Burnett, J. Smart, D. |
| Otsikko: | Returning young adults: implications for marketers |
| Lehti: | Psychology & Marketing
1994 : MAY/JUN, VOL. 11:3, p. 253-269 |
| Asiasana: | MARKETING USA MANAGERS |
| Kieli: | eng |
| Tiivistelmä: | This article examines a growing phenomenon termed "returning young adults" or RYAs. It looks at currently held beliefs about the group, examines characteristics of a matched sample of RYAs and persons not living at home, and discusses implications about the viability of the RYA group as a segment of interest to marketers. In general, contrary to assumptions about RYAs amassing large amounts of disposable income, the findings suggest that economic deprivation is the primary factor distinguishing the RYA from a single cohort. |
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