Podrobný výpis o publikaci

In the present world for the purpose of better meeting the needs of the customers, the companies should collect data about their customers and transform them to statements, knowledge, information. Thanks to that information about the customers the companies can react to customers' needs in the adequate way of over the world. It means that more than ever before the companies have to know their customers. That is why it is necessary to research the consumers located on the market. The customers are part of the generations. Many generations can be seen in the current society. The customers have some general characteristics resulting from being a part of the concrete cohort. Technology development in international level changes the behaviour of the consumers, which can be perceived as one of the impacts of globalization. Some consumers are more skilled in technology than the others. It is important to determine these differences in order to use the right content and channel for communication with customers. That is why the aim of the paper is to investigate how are the consumers from different generations skilled in technology in the Czech Republic. The questionnaire as the primary research method was used for achieving the aim of the paper. 840 respondents were included to this survey. The survey was distributed in September 2017 by the research agency IPSOS.