Podrobný výpis o publikaci

The generations, located on the market, dispose of many characteristics, by which they are distinguished from the others. These characteristics or the different perceptions of concerns are the consequence of the era and environment, in which they were growing up. There are many opinions of the authors about every generation, but Millennials protrude a bit. This generation is specific because of its thinking of the brands. The members of this generation tend to be loyal customers in the case when the company fulfils their wishes. From this point of view there is need to find out if the Millennials are oriented more to the functions or the emotional aspects of the brands. According to these findings the companies can choose the right way of communication with this target group. Questionnaire as the primary research technique was used to investigate if the Millennials are more influenced by the sense or sensibility in the decision buying process. The influence of these aspects on motivation for purchasing distinguishes according to different demographic factors.