IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/actaun_2016064020617.html
   My bibliography  Save this article

Shopping Behaviour of Generation Y: A Comparison of Czech Republic and Slovakia

Author

Listed:
  • Petra Klapilová Krbová

    (Department of Marketing and Business, Faculty of Economics, VŠB-Technical University of Ostrava, 17. listopadu 15/2172, 708 33 Ostrava-Poruba, Czech Republic)

Abstract

Study of Generation Y shopping behaviour was conducted in Czech Republic and Slovakia. The main aim was to describe the whole decision making process of this generational cohort. In this paper, only selected features are presented, especially early phases of decision making. For the purposes of the study, people with the year of birth between 1980 and 2000 served as a population. Data were collected by online and written questionnaire during autumn and winter 2014/2015. The sample of 380 respondents was conducted by non-probability sampling technique, more specifically judgemental sampling. Results suggest that Generation Y individuals prefer online environment to search for information before purchase. The four most used channels in both countries are the same and all online (e.g. web search engine or retailer's website). These young people mainly rely on themselves when they look for some personal recommendations, so own experience was the most important source. The choice of a particular shop is influenced by the quality of goods offered, but also by the price level which should be below the competitors. Wide assortment which enables to choose an appropriate product is also preferred. According to these results segmentation in both countries was conducted. Particular segments in both countries differ, but we can also find some common attributes.

Suggested Citation

  • Petra Klapilová Krbová, 2016. "Shopping Behaviour of Generation Y: A Comparison of Czech Republic and Slovakia," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(2), pages 617-626.
    • Handle: RePEc:mup:actaun:actaun_2016064020617
    DOI: 10.11118/actaun201664020617
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201664020617.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201664020617.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun201664020617?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Noble, Stephanie M. & Haytko, Diana L. & Phillips, Joanna, 2009. "What drives college-age Generation Y consumers?," Journal of Business Research, Elsevier, vol. 62(6), pages 617-628, June.
    2. David Hugh Bednall & Michael Valos & Stewart Adam & Colin McLeod, 2012. "Getting Generation Y to attend: Friends, interactivity and half-time entertainment," Sport Management Review, Taylor & Francis Journals, vol. 15(1), pages 80-90, January.
    3. Bednall, David Hugh & Valos, Michael & Adam, Stewart & McLeod, Colin, 2012. "Getting Generation Y to attend: Friends, interactivity and half-time entertainment," Sport Management Review, Elsevier, vol. 15(1), pages 80-90.
    4. Pentecost, Robin & Andrews, Lynda, 2010. "Fashion retailing and the bottom line: The effects of generational cohorts, gender, fashion fanship, attitudes and impulse buying on fashion expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 43-52.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Petra Krbová & Tomáš Pavelek, 2015. "Generation Y: Online Shopping Behaviour of the Secondary School and University Students," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 567-575.
    2. Gilboa, Shaked & Vilnai-Yavetz, Iris, 2010. "Four generations of mall visitors in Israel: A study of mall activities, visiting patterns, and products purchased," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 501-511.
    3. Šárka Velčovská & Dominika Hadro, 2018. "Generation Y Perceptions and Expectations of Food Quality Labels in the Czech Republic and Poland," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(1), pages 325-334.
    4. Bejtkovský Jiří, 2018. "Factors influencing the job search and job selection in students of Generation Y in the Czech Republic in the employer branding context," Management & Marketing, Sciendo, vol. 13(3), pages 1133-1149, September.
    5. Suryani, Ani Wilujeng & Helliar, Christine & Carter, Amanda J. & Medlin, John, 2018. "Shunning careers in public accounting firms: The case of Indonesia," The British Accounting Review, Elsevier, vol. 50(5), pages 463-480.
    6. Riané Dalziel, 2019. "Influence of celebrities and salespeople on female Generation Y students? attitudes towards beauty products," Proceedings of International Academic Conferences 9912337, International Institute of Social and Economic Sciences.
    7. Ilenia Confente & Ivan Russo, 2018. "Qualitative Comparative Analysis (QCA): A useful methodological tool for research in the social sciences. An example from the online word-of-mouth context," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(4), pages 87-108.
    8. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    9. Gentina, Élodie & Chandon, Jean-Louis, 2013. "Adolescent shopping behaviour: Different assimilation and individuation needs in France and the United States," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 609-616.
    10. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    11. Chao-Chin Huang & Chung-Yuan Tsay & Shih-Chieh Fang & Shyh-Ming Huang, 2023. "A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator," Corporate Reputation Review, Palgrave Macmillan, vol. 26(1), pages 19-32, February.
    12. Norbert Haydam & Theodor Purcarea & Tudor Edu & Iliuta Costel Negricea, 2017. "Explaining Satisfaction at a Foreign Tourism Destination – an Intra-Generational Approach. Evidence within Generation Y from South Africa and Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(45), pages 528-528, May.
    13. Karol Król & Józef Hernik, 2020. "Crows and Ravens as Indicators of Socioeconomic and Cultural Changes in Urban Areas," Sustainability, MDPI, vol. 12(24), pages 1-21, December.
    14. Lee, Mingyu & Kwahk, Jiyoung & Han, Sung H. & Jeong, Dawoon & Park, Kyudong & Oh, Seokmin & Chae, Gunho, 2020. "Developing personas & use cases with user survey data: A study on the millennials’ media usage," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    15. Berezan, Orie & Krishen, Anjala S. & Agarwal, Shaurya & Kachroo, Pushkin, 2018. "The pursuit of virtual happiness: Exploring the social media experience across generations," Journal of Business Research, Elsevier, vol. 89(C), pages 455-461.
    16. MacDonald, Jasmine B. & Saliba, Anthony J. & Bruwer, Johan, 2013. "Wine choice and drivers of consumption explored in relation to generational cohorts and methodology," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 349-357.
    17. Tagreed Saleh Abalkhail, 2023. "The impact of country of origin on consumer purchase decision of luxury vs. fast fashion: case of Saudi female consumers," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-9, December.
    18. Hannes Rosenbusch & Maya Aghaei & Anthony M. Evans & Marcel Zeelenberg, 2021. "Psychological trait inferences from women’s clothing: human and machine prediction," Journal of Computational Social Science, Springer, vol. 4(2), pages 479-501, November.
    19. Quintal, Vanessa & Phau, Ian & Sims, Daniel & Cheah, Isaac, 2016. "Factors influencing generation Y’s purchase intentions of prototypical versus me-too brands," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 175-183.
    20. Hilda Bongazana Mahlangu, 2015. "Predictors of Facebook Shopping Intentions among South African Generation Y Students," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 11(1), pages 53-65, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mup:actaun:actaun_2016064020617. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.