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Retail Marketing Communication and the Consumer Behaviour of Selected Generations

by Alena Kusá (Author) Tomáš Fašiang (Author) Daniela Kollárová (Author)
©2022 Prompt XIV, 194 Pages

Summary

The focus of this tri-authored scholarly work is on marketing communication and consumer behaviour of the selected generations X, Y, and Z in terms of the size of purchases and the types of retail outlets they use. The main part of the book deals with theoretical aspects of retail business and with marketing communication and consumer behaviour of specific generations in the retail sector. The main outcome lies in identifying the optimal location of retail units in combination with customer service to be provided to selected generations and the market potential of the buying gradient in terms of competitors’ impacts. The book also focuses on applying the results of the analyses whilst outlining the potential of the prediction models of generational tendencies towards the realisation of purchases in relation to marketing communication of the retail sector and its subsequent stimulation.

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

←vi | vii→

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 5. Respondents’ gender.

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.

Graph 52. Relation of the impact of the marketing communication on the induced visit to the retail outlet.

Graph 53. Relationship between visit traffic and the average value of the shopping transaction of Generation X consumers.

Graph 54. Relationship between visit traffic and the average value of the shopping transaction of Generation Y consumers.

Graph 55. Relationship between visit traffic and the average value of the shopping transaction of Generation Z consumers.

←ix | x→

Charts

Chart 1. Main trade groups.

Chart 2. Retail services.

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
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.

Biographical notes

Alena Kusá (Author) Tomáš Fašiang (Author) Daniela Kollárová (Author)

Alena Kusá has been working on the campus since 1993 and has been in the faculty of Mass Media Communication of the University of Ss Cyril and Methodius in Trnava since 2009. She is the guarantor of the marketing communication study program in all three levels of study. She specializes in marketing, marketing communication, marketing and communication strategies, market analysis and consumer behaviour with an emphasis on consumer value orientation within generational groups. She is the researcher and co-researcher of several international and domestic academic projects, the author and co-author of monographs, university textbooks, scripts and many publications in journals and proceedings indexed in international databases. Tomáš Fašiang studied Business Management at the Business Faculty of the University of Economics in Bratislava. He defended his thesis at the Faculty of Mass Media Communication of the University of Ss Cyril and Methodius in Trnava, where he works as an assistant lecturer. In the framework of his scholarly and research activities, he deals with marketing communication and consumer behaviour as an integral part of the process of strategic decision making in the field of communication in the retail sector. He has published various studies on significance of use of new communication methods and implementation of new communication technologies in retail marketing. Daniela Kollárová completed her Bachelor’s and Master’s studies at the Faculty of Mass Media Communication of the University of Ss Cyril and Methodius in Trnava. She completed her doctoral studies at the Department of Mass Media Communication and Advertising, FF UKF in Nitra. As part of her scholarly activities, she specializes in marketing communication and retail, the shopping environment and the atmosphere at the point of sale. She is the author of academic publications devoted to the issues of marketing, marketing communication, sales promotion and direct marketing, as well as numerous studies and proceedings published at home and abroad.

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Title: Retail Marketing Communication and the Consumer Behaviour of Selected Generations
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