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@article{53361, author = {Kopřivová, Veronika and Bauerová, Radka}, article_location = {Dąbrowa Górnicza}, article_number = {3}, doi = {http://dx.doi.org/10.23762/FSo_VoL9_no}, keywords = {Consumer behaviour; exploratory factor analysis; marketing communications; Millennials}, language = {eng}, issn = {2300-5947}, journal = {Forum Scientiae Oeconomia}, title = {Marketplace behaviour: who are the Czech Millennials?}, url = {http://ojs.wsb.edu.pl/index.php/fso/article/view/409/278}, volume = {roč. 9}, year = {2021} }
TY - JOUR ID - 53361 AU - Kopřivová, Veronika - Bauerová, Radka PY - 2021 TI - Marketplace behaviour: who are the Czech Millennials? JF - Forum Scientiae Oeconomia VL - roč. 9 IS - 3 SP - 43-57 EP - 43-57 PB - Wydawnictwo Naukowe Akademii WSB SN - 23005947 KW - Consumer behaviour KW - exploratory factor analysis KW - marketing communications KW - Millennials UR - http://ojs.wsb.edu.pl/index.php/fso/article/view/409/278 N2 - 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. ER -
KOPŘIVOVÁ, Veronika and Radka BAUEROVÁ. Marketplace behaviour: who are the Czech Millennials? \textit{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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