Retail Marketing Communication and the Consumer Behaviour of Selected Generations
Summary
Excerpt
Table Of Contents
- Cover
- Title
- Copyright
- About the authors
- About the book
- This eBook can be cited
- Contents
- List of Graphs, Charts and Schemes
- Preamble
- Introduction
- Chapter 1 Retail as a Part of the Internal Market
- Chapter 2 Marketing Communication in the Retail Sector
- Chapter 3 Consumer Behaviour of Different Generations in the Retail Sector
- Chapter 4 Marketing Communication and Consumer Behaviour of Selected Generations
- Chapter 5 Prediction Model of Generations’ Tendencies to Realise a Purchase in Relation to Retail Marketing Communication
- Conclusion
- Bibliography
- Index
- Series Index
Graphs, Charts and Schemes
Graphs
Graph 1. Basic ratios of the selected economic indices, 2009–2019.
Graph 2. Sales index in retail in relation to household consumption, in mil. euro.
Graph 3. Number of inhabitants in particular administrative parts of Trnava.
Graph 4. Age structure of inhabitants of Trnava.
Graph 6. Age distribution of respondents from the point of view of generational cohorts.
Graph 7. Net monthly income of respondents.
Graph 8. Type of retail outlet.
Graph 9. Results of the analysis of the main purchase.
Graph 10. Net income of Generation X consumers.
Graph 11. Monthly expenditure of Generation X consumers.
Graph 12. Willingness of Generation X consumers to commute for shopping.
Graph 13. Preferred means of transport of Generation X consumers.
Graph 14. Preferred shopping days of Generation X consumers.
Graph 15. Criteria for orientation within a retail outlet of Generation X consumers.←vii | viii→
Graph 16. Attributes for retail outlet type selection by Generation X consumers.
Graph 17. Preferred means of communication of Generation X consumers.
Graph 18. Preferred dailies of Generation X consumers.
Graph 19. Preferred weeklies of Generation X consumers.
Graph 20. Preferred monthlies of Generation X consumers.
Graph 21. Preferred radio stations of Generation X consumers.
Graph 22. Preferred TV stations of Generation X consumers.
Graph 23. Preferred internet sites of Generation X consumers.
Graph 24. Net income of Generation Y consumers.
Graph 25. Monthly expenditure of Generation Y consumers.
Graph 26. Willingness of Generation Y consumers to travel for shopping.
Graph 27. Preferred means of transport of Generation Y consumers.
Graph 28. Preferred shopping days of Generation Y consumers.
Graph 29. Criteria for orientation within a retail outlet of Generation Y consumers.
Graph 30. Preferred means of communication of Generation Y consumers.
Graph 31. Attributes for the choice of retail shop selection of the Generation Y consumers.
Graph 32. Preferred dailies of Generation Y consumers.
Graph 33. Preferred weeklies of Generation Y consumers.
Graph 34. Preferred monthlies of Generation Y consumers.
Graph 35. Preferred radio stations of Generation Y consumers.
Graph 36. Preferred TV stations of Generation Y consumers.←viii | ix→
Graph 37. Preferred internet sites of Generation Y consumers.
Graph 38. Net income of Generation Z consumers.
Graph 39. Monthly expenditure of Generation Z consumers.
Graph 40. Willingness of Generation Z consumers to travel for shopping.
Graph 41. Preferred means of transport of Generation Z consumers.
Graph 42. Attributes for retail outlet type selection by Generation Z consumers.
Graph 43. Preferred shopping days of Generation Z consumers.
Graph 44. Criteria for orientation within a retail outlet of Generation Z consumers.
Graph 45. Preferred means of communication of Generation Z consumers.
Graph 46. Preferred dailies of Generation Z consumers.
Graph 47. Preferred weeklies of Generation Z consumers.
Graph 48. Preferred monthlies of Generation Z consumers.
Graph 49. Preferred radio stations of Generation Z consumers.
Graph 50. Preferred TV stations of Generation Z consumers.
Graph 51. Preferred internet sites of Generation Z consumers.
←ix | x→Charts
Chart 3. Radiuses and estimated numbers of inhabitants in specific neighbourhoods.
Chart 4. Distance from the selected territorial parts to potential areas, in km.
Chart 5. Distance of all consumers from the selected territorial parts to potential areas, in km.
Chart 6. Results of the ADD Method in consideration of the number of consumers.
Chart 7. Initial state of the DROP Method.
Chart 8. Results of the DROP Method in consideration of the number of consumers.
Chart 9. Classifications of generations presented by various authors.
Chart 10. Classification of generations according to year of birth.
Chart 11. General typology of the target groups of specific retail outlet types.
Chart 12. Identification of factors affecting the purchase of daily consumption items.
Chart 13. Identification of factors affecting the purchase of durable goods.
Details
- Pages
- XIV, 194
- Publication Year
- 2022
- ISBN (PDF)
- 9781800798564
- ISBN (ePUB)
- 9781800798571
- ISBN (Hardcover)
- 9781800798557
- DOI
- 10.3726/b19699
- Language
- English
- Publication date
- 2022 (August)
- Keywords
- Retail marketing communication and the consumer behaviour of selected generation retail marketing consumer behavior marketing communication online communication in-store communication retail consumer generations generational marketing Alena Kusá Tomáš Fašiang Daniela Kollárová
- Published
- Oxford, Bern, Berlin, Bruxelles, New York, Wien, 2022. XIV, 194 pp., 60 fig. b/w, 31 tables.
- Product Safety
- Peter Lang Group AG
