Preferences of Generations of Customers in Slovakia in the Field of Marketing Communication and Their Impact on Consumer Behaviour

IF 3 Q2 MANAGEMENT Administrative Sciences Pub Date : 2024-09-14 DOI:10.3390/admsci14090224
Matúš Cagala, Dagmar Babčanová
{"title":"Preferences of Generations of Customers in Slovakia in the Field of Marketing Communication and Their Impact on Consumer Behaviour","authors":"Matúš Cagala, Dagmar Babčanová","doi":"10.3390/admsci14090224","DOIUrl":null,"url":null,"abstract":"This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups.","PeriodicalId":30376,"journal":{"name":"Administrative Sciences","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2024-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Administrative Sciences","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3390/admsci14090224","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0

Abstract

This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
斯洛伐克各代客户在营销传播领域的偏好及其对消费者行为的影响
本文分析了斯洛伐克各代消费者在营销传播领域的偏好及其对消费者行为的影响。目前,营销传播是公司战略不可分割的一部分,对客户如何选择产品或服务具有重要影响。随着客户代际细分的重要性与日俱增,了解他们在沟通中的个人偏好和倾向成为成功的必要前提。在本文中,我们将探讨婴儿潮一代、X 代、Y 代和 Z 代的偏好有何不同,以及这些偏好如何影响他们的消费行为。基于对一手和二手数据的分析,我们确定了各代人在营销传播领域的主要趋势和偏好。本文提供了有用的信息,可供企业在制定和实施营销战略时使用。同时,本文还有助于更好地了解代际偏好背景下的消费行为动态,并有助于确定改进营销活动和与目标群体进行更有效沟通的机会。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
4.80
自引率
10.00%
发文量
151
审稿时长
11 weeks
期刊最新文献
Artificial Intelligence in Mental Health Care: Management Implications, Ethical Challenges, and Policy Considerations Understanding and Mitigating Leadership Fear-Based Behaviors on Employee and Organizational Success The Effect of Payment Delay on Consumer Purchase Intention The Role of the Agglomeration Economy and Innovation Ecosystem in the Process of Competency Development and Growth of Small and Medium-Sized Enterprises Preferences of Generations of Customers in Slovakia in the Field of Marketing Communication and Their Impact on Consumer Behaviour
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1