The Ratio of Sense and Sensibility in Decision Buying Process of Millennials in Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F19%3AA0000030" target="_blank" >RIV/47813059:19520/19:A0000030 - 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
The Ratio of Sense and Sensibility in Decision Buying Process of Millennials in Czech Republic
Original language description
The generations, located on the market, dispose of many characteristics, by which they are distinguished from the others. These characteristics or the different perceptions of concerns are the consequence of the era and environment, in which they were growing up. There are many opinions of the authors about every generation, but Millennials protrude a bit. This generation is specific because of its thinking of the brands. The members of this generation tend to be loyal customers in the case when the company fulfils their wishes. From this point of view there is need to find out if the Millennials are oriented more to the functions or the emotional aspects of the brands. According to these findings the companies can choose the right way of communication with this target group. Questionnaire as the primary research technique was used to investigate if the Millennials are more influenced by the sense or sensibility in the decision buying process. The influence of these aspects on motivation for purchasing distinguishes according to different demographic factors.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
2nd International conference on Decision making for Small and Medium-Sized Enterprises
ISBN
9788075103390
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
42-51
Publisher name
SU Opava, OPF Karviná
Place of publication
Karviná
Event location
Petrvovice u Karviné
Event date
Jan 1, 2019
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000519107000006

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