Recent Changes in Consumer Behaviour and Marketing Activities

This study aimed to analyse the relationship between consumer behaviour and new trends in the market environment. The author presents here various approaches to defining consumer behaviour in the context of the dynamic changes in the market environment and makes an attempt to answer the question to what extent new phenomena in consumer behaviour, such as New Balance and Normcore, influence the present-day consumer behaviour. The study makes use of research focusing on secondary sources performed using the desk research method and participatory observations. Among other materials used were secondary sources, results of quantitative studies performed with the use of the CAWI method, individual in-depth interviews and focus group interviews. The research focused on new trends in consumer behaviour and its major motivators.