Preferences of Generations of Customers in Slovakia in the Field of Marketing Communication and Their Impact on Consumer Behaviour

Matúš Cagala () and Dagmar Babčanová
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Matúš Cagala: Institute of Industrial Engineering and Management, Faculty of Materials Science and Technology in Trnava, Slovak University of Technology in Bratislava, J. Bottu 25, 917 01 Trnava, Slovakia
Dagmar Babčanová: Institute of Industrial Engineering and Management, Faculty of Materials Science and Technology in Trnava, Slovak University of Technology in Bratislava, J. Bottu 25, 917 01 Trnava, Slovakia

Administrative Sciences, 2024, vol. 14, issue 9, 1-15

Abstract: This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups.

Keywords: marketing communication; generations of customers; consumer behaviour (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2024
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