The Value Orientation of Young Hungarian Consumers and the Segmentation Role of Individual Values

Values are always a standard that reflects our perception of the world and of others, as well as our perception of ourselves. Values analysis in consumer behaviour is important because it provides a guide to the trends, tendencies and external sources that most influence consumer behaviour and thinking. Values can also be an excellent segmentation criterion, revealing a lot about the consumer and the reasons behind their choices. In the context of this study, I will characterise the value attitudes of young people (Generation Z) and seek to characterise further segments within Generation Z according to value systems.