Unlocking Generation Y: Marketing Segmentation Via Lifestyle Insights

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Unlocking Generation Y: Marketing Segmentation Via Lifestyle Insights

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Unlocking Generation Y: Marketing Segmentation Via Lifestyle Insights

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název periodika

Communication Today

ISSN

1338-130X

e-ISSN

—

Svazek periodika

14

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

18

Strana od-do

122-139

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85179092505