DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50803 - Information science (social aspects)

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

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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Počet stran výsledku

9

Strana od-do

92-100

Název nakladatele

University of Ss. Cyril and Methodius in Trnava

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

000461539700008