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@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 - JOUR 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. p.~92-100. ISBN~978-80-8105-918-6. 2017.
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