Determinants of the Purchase Behavior of Generation Y

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F17%3A%230000420" target="_blank" >RIV/04274644:_____/17:#0000420 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Determinants of the Purchase Behavior of Generation Y
Original language description
Generation Y (1980-1995 births) represents a generation of questions and questioning. It has some common features such as sharing life values, listening to the same music, having the same cultural programs and works, and speaking a similar language, even though their representatives were born on other continents and in countries with different traditional cultures. For marketing communication, this generation is an important challenge and a target group. Its purchasing decisions are unreadable and its determinants need to be explored. The paper therefore deals with the formulation and identification of influences that substantial effect on purchasing decisions Generation Y in order to check the communication environment in which communication is successfully applied.
Czech name
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Czech description
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Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings from International Scientiic Conference “Marketing Identity 2017: Online rules – part II.”,
ISBN
9788081059186
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
92-100
Publisher name
University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication
Place of publication
Trnava
Event location
Smolenice
Event date
Nov 7, 2017
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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