{"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.
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。