BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. The Ratio of Sense and Sensibility in Decision Buying Process of Millennials in Czech Republic. Online. In Šperka, R., P. Suchánek, J. Šebestová, Ž. Rylková, K. Matušínská, J. Mazurek, Š. Čemerková and R. Dolák (eds.). 2nd International conference on Decision making for Small and Medium-Sized Enterprises. Karviná: SU Opava, OPF Karviná, 2019, p. 42-51. ISBN 978-80-7510-339-0.
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Basic information
Original name The Ratio of Sense and Sensibility in Decision Buying Process of Millennials in Czech Republic
Authors BRACINÍKOVÁ, Veronika (703 Slovakia, belonging to the institution) and Kateřina MATUŠÍNSKÁ (203 Czech Republic, guarantor, belonging to the institution).
Edition Karviná, 2nd International conference on Decision making for Small and Medium-Sized Enterprises, p. 42-51, 10 pp. 2019.
Publisher SU Opava, OPF Karviná
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
RIV identification code RIV/47813059:19520/19:A0000030
Organization unit School of Business Administration in Karvina
ISBN 978-80-7510-339-0
UT WoS 000519107000006
Keywords in English Millennials; generation; sense; sensibility;brand
Tags Reviewed
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 7/5/2020 12:28.
Abstract
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.
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