{"title":"Unlocking Generation Y: Market Segmentation via Lifestyle Insights","authors":"Veronika Kopřivová, K. Matušínská","doi":"10.34135/communicationtoday.2023.vol.14.no.2.9","DOIUrl":null,"url":null,"abstract":"One of the fundamental pillars of 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 study 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 study, AIO parameters within psychographic segmentation were used to process primary data collected by 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.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":"284 ","pages":""},"PeriodicalIF":0.8000,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Communication Today","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.2.9","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
One of the fundamental pillars of 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 study 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 study, AIO parameters within psychographic segmentation were used to process primary data collected by 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.
期刊介绍：
Communication Today is an academic journal from the scholarly fields of media studies and marketing communication. The Journal contains professional scientific reflections on the media and media competences; it also offers various academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing (including their types and specifics), psychology and sociology of marketing communication, as well as new knowledge on the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion. Communication Today is a double-blind peer reviewed academic journal published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as on essays, interviews with media scholars, professional publication reviews and shorter news articles. Basic sections of the Journal are as follows: Editorial, Theoretical Studies, Research Studies, Reviews and Today, which consists of shorter news articles. The Journal’s Editorial Office also accepts manuscripts of interviews with renowned media scholars and professionals as well as essays. The Journal is registered in the List of Periodical Press at the Ministry of Culture of the Slovak Republic under number EV 3972/10 and its international standard serial number (ISSN) is 1338-130X.
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