Unlocking Generation Y: Marketing Segmentation Via Lifestyle Insights

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F23%3AA0000411" target="_blank" >RIV/47813059:19520/23:A0000411 - isvavai.cz</a>
Result on the web
<a href="https://communicationtoday.sk/" target="_blank" >https://communicationtoday.sk/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.34135/communicationtoday.2023.Vol.14.No.2.9" target="_blank" >10.34135/communicationtoday.2023.Vol.14.No.2.9</a>

Result language
angličtina
Original language name
Unlocking Generation Y: Marketing Segmentation Via Lifestyle Insights
Original language description
One of the fundamental pillars of a properly set up marketing communication is customer orientation, defining their needs and preferences and then creating their profiles. Following this fact, the aim of the paper is to create subsegments of Generation Y (Millennials) in the Czech market based on identified factors in terms of lifestyle as the non-traditional segmentation descriptive variable. In order to achieve the aim of the paper, the AIO parameters within psychographic segmentation were used to process the primary data collected by the marketing research carried out in the form of a questionnaire. Overall 999 respondents who are residents of the Czech Republic participated in this marketing research. The characteristics of Generation Y (Millennials) and the determination of the main points for external and internal marketing strategies create the basis for the comparison of subsegments based on the criteria determining the possible success of the company in this process.
Czech name
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Czech description
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Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management

Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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