Determinants of the Purchase Behavior of Generation Y

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Determinants of the Purchase Behavior of Generation Y

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Determinants of the Purchase Behavior of Generation Y

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50901 - Other social sciences

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

9

Strana od-do

92-100

Název nakladatele

University of Ss. Cyril and Methodius in Trnava, Faculty of Mass Media Communication

Místo vydání

Trnava

Místo konání akce

Smolenice

Datum konání akce

7. 11. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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