Shopping Behaviour of Generation Y: A comparison of Czech Republic and Slovakia

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F16%3A86094246" target="_blank" >RIV/61989100:27510/16:86094246 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.11118/actaun201664020617" target="_blank" >http://dx.doi.org/10.11118/actaun201664020617</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.11118/actaun201664020617" target="_blank" >10.11118/actaun201664020617</a>

Result language
angličtina
Original language name
Shopping Behaviour of Generation Y: A comparison of Czech Republic and Slovakia
Original language description
Study of Generation Y shopping behaviour was conducted in Czech Republic and Slovakia at the end of 2014. The main aim was to describe the whole decision making process of this generational cohort. In this paper, only selected features are presented, especially early phases of decision making like problem definition and information search. For the purposes of the study, people with the year of birth between 1980 and 2000 served as a population. Results suggest that Generation Y individuals prefer online environment to search for information before purchase. The four most used channels in both countries are the same and all online (e.g. web search engine or retailer's website). These young people mainly rely on themselves when they look for some personal recommendations, so own experience was the most important source. The choice of particular shop is influenced by the quality of goods offered, but also by the price level which should be below the competitors. Wide assortment which enables to choose an appropriate product is also preferred. According to these results segmentation in both countries was conducted. Particular segments in both countries differ, but we can also find some common attributes.
Czech name
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Czech description
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Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
ISSN
1211-8516
e-ISSN
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Volume of the periodical
64
Issue of the periodical within the volume
2
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
10
Pages from-to
617-626
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-84969969939

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