shopping behaviour of generation y: a comparison of czech republic and slovakia

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.