DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y

D 2017

DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y

HES, Aleš

Basic information

Original name

DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y

Name in Czech

Determinanty nákupního chování generace Y

Authors

HES, Aleš

Edition

1. vyd. Trnava, 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, p. 92-100, 9 pp. 2017

Publisher

University of Ss. Cyril and Methodius in Trnava

Other information

Language

English

Type of outcome

Proceedings paper

Field of Study

50803 Information science

Country of publisher

Slovakia

Confidentiality degree

is not subject to a state or trade secret

Publication form

printed version "print"

References:

Celý sborník

Marked to be transferred to RIV

Yes

RIV identification code

RIV/04274644:_____/17:#0000434

Organization unit

University of Finance and Administration

ISBN

978-80-8105-918-6

ISSN

UT WoS

000461539700008

Keywords (in Czech)

Nákupní chování; komunikace; digitální prostředí; generace Y; marketing.

Keywords in English

Buying behavior; Communication; Digital environment; Generation Y; Marketing.

Abstract

ORIG CZ

In the original language

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.

In Czech

Generace Y (roky narození 1980-1995) představuje generaci otázek a zpochybňování. Vyznačuje se určitými společnými charakteristickým znaky jako například sdílení životních hodnot, poslouchá stejnou hudbu, zná stejné kulturní pořady a díla a mluví podobným jazykem, přestože jejich zástupci se narodili na jiných kontinentech a v zemích s odlišnými tradičními kulturami. Pro marketingovou komunikaci firem představuje tato generace důležitou výzvu a cílovou skupinu. Její nákupní rozhodování je nečitelné a je nutné prozkoumat její determinanty. Článek se proto zabývá formulací a identifikací vlivů, které podstatným způsobem působí na nákupní rozhodování generace Y s cílem prověřit komunikační prostředí, ve kterém se komunikace s úspěchem uplatní.

Files attached

Smolenice_hes_ENG.docx

Request the author's version of the file

Cite

HES, Aleš. DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y. In Dana Petranová, Ľudmila Čábyová, Zuzana Bezáková. 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. 1st ed. Trnava: University of Ss. Cyril and Methodius in Trnava, 2017, p. 92-100. ISBN 978-80-8105-918-6.

@inproceedings{6680,
   author = {Hes, Aleš},
   address = {Trnava},
   booktitle = {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},
   edition = {1.},
   editor = {Dana Petranová, Ľudmila Čábyová, Zuzana Bezáková},
   keywords = {Buying behavior; Communication; Digital environment; Generation Y; Marketing.},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {Trnava},
   isbn = {978-80-8105-918-6},
   pages = {92-100},
   publisher = {University of Ss. Cyril and Methodius in Trnava},
   title = {DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y},
   url = {http://fmk.sk/marketing-identity/mi2017},
   year = {2017}
}

TY  - CONF
ID  - 6680
AU  - Hes, Aleš
PY  - 2017
TI  - DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y
PB  - University of Ss. Cyril and Methodius in Trnava
CY  - Trnava
SN  - 9788081059186
KW  - Buying behavior
KW  - Communication
KW  - Digital environment
KW  - Generation Y
KW  - Marketing.
UR  - http://fmk.sk/marketing-identity/mi2017
L2  - http://fmk.sk/marketing-identity/mi2017
N2  - 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.
ER  -

HES, Aleš. DETERMINANTS OF THE BUYING BEHAVIOR OF GENERATION Y. In Dana Petranová, Ľudmila Čábyová, Zuzana Bezáková. \textit{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}. 1st ed. Trnava: University of Ss. Cyril and Methodius in Trnava, 2017, p.~92-100. ISBN~978-80-8105-918-6.

Přehled o publikaci