KOPŘIVOVÁ, Veronika and Radka BAUEROVÁ. Marketplace behaviour: who are the Czech Millennials? Forum Scientiae Oeconomia. Dąbrowa Górnicza: Wydawnictwo Naukowe Akademii WSB, 2021, roč. 9, No 3, p. 43-57. ISSN 2300-5947. Available from: https://dx.doi.org/10.23762/FSo_VoL9_no.
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Basic information
Original name Marketplace behaviour: who are the Czech Millennials?
Authors KOPŘIVOVÁ, Veronika (703 Slovakia, guarantor, belonging to the institution) and Radka BAUEROVÁ (203 Czech Republic, belonging to the institution).
Edition Forum Scientiae Oeconomia, Dąbrowa Górnicza, Wydawnictwo Naukowe Akademii WSB, 2021, 2300-5947.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50202 Applied Economics, Econometrics
Country of publisher Poland
Confidentiality degree is not subject to a state or trade secret
WWW Webová adresa ukazující na text publikace
RIV identification code RIV/47813059:19520/21:A0000225
Organization unit School of Business Administration in Karvina
Doi http://dx.doi.org/10.23762/FSo_VoL9_no
Keywords in English Consumer behaviour; exploratory factor analysis; marketing communications; Millennials
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 21/4/2022 13:20.
Abstract
One of the basic pillars of properly set up marketing communication is customer orientation - defining their essentials and preferences. As such, there is a need to detect the characteristics influencing the purchase decisions of consumers, especially Millennials as the cur-rent most valuable customer group for most companies. This paper therefore deals with the identification of characteristics determining the Millennial generation on the Czech market. Within the theoretical discussion, the basic background of segmentation and the Millenni-als are described.
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