Elements Influencing Decision-Making during the Purchasing the Product of Social Enterprises by the Millennials
Abstract
This article is about Millennials' behaviour in discourse of social companies. In the market, social businesses have been created to substitute the role of a state and to deal with a specific problem that is often a local issue.
Currently, these firms are strengthening their positions and their managers are learning how to use various techniques of commercial marketing and management to increase their profits. However, they have also found a new barrier in the market - the Millennial Generation.
Millennial are now in working-age and this group of people have different product requirements, higher quality claims and a particular way of thinking. Social companies must attract these types of potential customers sufficiently to make sure that they will also become their loyal clients.
However, some potential consumers might have an issue with this type of business in general and this could cause an initial problem at first contact. Therefore, there are following question.
How is a term 'social business' perceived by the Millennial Generation - is it in a way of positive or negative connotation? In this study is included research about Millennials' awareness of social companies. There have been used qualitative research methods to analyse Millennial Generation's shopping decisions in relation to products from social businesses.
The results of the research show that social firms are often mistaken with non-profit organisations and that it is necessary to diversify these types of companies by types of employees