- 2008/09/11 Thu
- お仕事関連 > 変化する社会 > 企業も変わらなきゃ
以前のコラムに若者の消費動向が変わってきていると「夢を見られなくなったのか」をアップしておりましたが、昨日その若者のマーケティング層の呼び名である「M1」「F1」層の名を取った、M1・F1総研から、「若者がモノを買わない要因の考察と消費を促す方法論」といった分析レポートが発表されました。
引用しますと
若者がモノを買わない要因として「将来に対する不安」、「低い上昇志向」、「固定化された人間関係」、「漠然とした結婚意識」、「インターネットへの依存」の5つを挙げています。これらの要因が「貯蓄志向」、「いいモノへの欲求」、「他人に触発されてモノを買う経験」、「今やりたいことをやる意識」などに影響を与え、結果、消費の低下につながっていることが明らかになりました。
分析レポートはpdfで公表されています。興味のある方はM1・F1総研のホームページからダウンロードしてください。そんなものを買わなくなった若者達が、購入意欲を上げるための提言も書かれています。
私たちが若い頃も、そんな堅実な若者もいたので、現在の全ての若者達が、同じ対象ではないのでしょうが、そのマーケット者層の一つの流れになってきていると思います。
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