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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název periodika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

—

Svazek periodika

64

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

10

Strana od-do

617-626

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-84969969939