Template-Type: ReDIF-Article 1.0
Author-Name: Samuel Smolka
Author-Name-First: Samuel
Author-Name-Last: Smolka
Author-Email: 
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Title: Characteristics of Slovak consumers generations
Abstract: The contribution deals with the typologies of different generations consumers, their specific features and characteristics, which they profiled. Knowledge of consumer generations is one of the assumptions of good segmentation, is a key identifier in reaching out to both the real and potential consumers. In marketing, the generations are being intensely debated and very much emphasis is placed on them. The preferences of each generation affect their purchasing behavior, but only thorough the knowledge of the generation addressed and often the specifics related to the country developments, it is possible to beneficiate and to influence them. The members of each generation of markets often associate with specific products, they talk about specific characteristics and behavior. However, in the article, the reader also learns how the characteristics of generations are accurate, whether and why there are intergenerational and what typologies are most commonly used in The Slovak Republic.
Classification-JEL: M31
Keywords: generation, segmentation, customer preferences, consumer shopping behavior
Journal: Marketing Science & Inspirations
Pages: 2-11
Volume: 14
Issue: 1
Year: 2019
File-URL: https://msijournal.com/charakteristika-generacii-slovenskych-spotrebitelov/
Handle: RePEc:cub:journm:v:14:y:2019:i:1:p:2-11