Přehled o publikaci
2023
Unlocking Generation Y: Marketing Segmentation Via Lifestyle Insights
KOPŘIVOVÁ, Veronika and Kateřina MATUŠÍNSKÁBasic information
Original name
Unlocking Generation Y: Marketing Segmentation Via Lifestyle Insights
Authors
KOPŘIVOVÁ, Veronika and Kateřina MATUŠÍNSKÁ
Edition
Communication Today, FMK UCM Trnava, Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metóda, 2023, 1338-130X
Other information
Language
English
Type of outcome
Article in a journal
Country of publisher
Slovakia
Confidentiality degree
is not subject to a state or trade secret
References:
Organization
Obchodně podnikatelská fakulta v Karviné – Slezská univerzita v Opavě – Repository
EID Scopus
2-s2.0-85179092505
Keywords in English
Millennials;brands;exploratory factor analysis;cluster analysis;segmentation
Changed: 2/4/2024 04:02, Bc. Ivana Glabazňová
Abstract
V originále
One of the fundamental pillars of a 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 paper 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 paper, the AIO parameters within psychographic segmentation were used to process the primary data collected by the 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.
