THE GENERATION Y CONSUMERS' IDENTITY AND THEIR POSITION IN CONTEMPORARY GLOBALIZED SOCIETY FROM THE MARKETING POINT OF VIEW

被引：0

作者：

Greskova, Petra ^{[1
]}

Kusa, Alena ^{[1
]}

机构：

[1] Univ Ss Cyril & Methodius Trnava, Fac Mass Media Commun, Nam J Herdu 2, Trnava 91702, Slovakia

来源：

GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES, PTS I AND II | 2015年

关键词：

consumer; generation Y; generation Y identity; generation marketing;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Generation is a group of individuals born in the same period of time limited by their birth years. Marketing focused on generations assumes that consumers of one generation have similar buying behaviour, are affected by similar media and marketing communication, and also make the same decisions in life. This paper deals with consumers of Generation Y and focuses on their position in the contemporary society from the marketing point of view.

引用

页码：157 / 162

页数：6