Mezigenerační analýza spotřebitelského chování na českém trhu s potravinami
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Vysoká škola báňská – Technická univerzita Ostrava
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The topic of the thesis is an Intergenerational Analysis of Consumer Behaviour in the Czech Food Market. The aim of the research is to analyse the differences in intergenerational consumer behaviour in the food market. Understanding generational characteristics, needs, attitudes, communication styles and consumer behaviour offers an indisputable competitive advantage in the highly competitive food market. The research data collection was conducted through an online and offline questionnaire survey. As a result of the work, the results of the analysis are interpreted along with suggestions and recommendations for their use.
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generation, age cohort, age subculture, generation X, generation Y, generation Z, baby boomers, boomers, silent generation, millennials, consumer behavior, consumer, purchase behavior, intergenerational differences