DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F17%3A%230000434" target="_blank" >RIV/04274644:_____/17:#0000434 - isvavai.cz</a>
Result on the web
<a href="http://fmk.sk/marketing-identity/mi2017" target="_blank" >http://fmk.sk/marketing-identity/mi2017</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y
Original language description
Generation Y (born between 1980-1995) represents a generation of questions and questioning. It has some common features such as sharing life values, listening to the same music, being familiar with the same cultural programs and sharing a common language – despite of being born in different continents and countries with different traditional cultures. From the point of view of marketing communication, this generation represent both the target group and an important challenge. Buying behavior and decision making is not transparent and buying behavior determinants have to be explored. The paper therefore deals with the formulation and identiication of factors that inluence substantially the buying behavior od Generation Y with the aim to identify the effective and eficient method of marketing communication.
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
MARKETING IDENTITY: Online rules – part II. Conference Proceedings from International Scientific onference “Marketing Identity 2017: onlinerules”, 7th – 8th of November 2017, Congress Hall of the Slovak Academy of Sciences, Smolenice, Slovak Republic
ISBN
9788081059186
ISSN
1339-5726
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
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
000461539700008

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