Young Adults’ Perceptions as a Basis for Strategic Management of Business Model Generation

Abstract

Background: Modern retail business models are based on the essence of generating customer value. The business model thus plays the role of an intermediary between companies and customers, effectively harmonising the degree of correspondence between what the company creates and offers and what the customer appreciates.

Purpose: The aim of the presented article is to examine the potential determinants of the value bearer in business models from the perspective of young adults.

Study design/methodology/approach: The paper is supported by a primary survey (n=504), which was conducted in the first half of 2025. The data were processed with an emphasis on exploration, primarily using frequency analysis, contingency tables, the x² test and its effect size, and Multiple Correspondence Analysis.

Findings/conclusions: The results are focused on examining two retail chains. The results emphasise price as a purchase motivator and highlight how individual elements of customer value are interdependent. Additionally, they show that, from a market perspective, consumers perceive retailers differently based on their strategic positioning.

Limitations/future research: It is worth noting that the study focuses on only one segment. However, in the future, it would be appropriate to expand the research to other segments. This study is limited to two retail chains, leaving opportunities for future research to investigate a wider range.