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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

10

Strana od-do

42-51

Název nakladatele

SU Opava, OPF Karviná

Místo vydání

Karviná

Místo konání akce

Petrvovice u Karviné

Datum konání akce

1. 1. 2019

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000519107000006