J 2021

Marketplace behaviour: who are the Czech Millennials?

KOPŘIVOVÁ, Veronika and Radka BAUEROVÁ

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

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

50202 Applied Economics, Econometrics

Country of publisher

Poland

Confidentiality degree

není předmětem státního či obchodního tajemství

References:

RIV identification code

RIV/47813059:19520/21:A0000225

Organization unit

School of Business Administration in Karvina

DOI

Keywords in English

Consumer behaviour; exploratory factor analysis; marketing communications; Millennials
Změněno: 21/4/2022 13:20, Miroslava Snopková

Abstract

V originále

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.