Acta academica karviniensia 2015, 15(3):43-54 | DOI: 10.25142/aak.2015.030

Mezigenerační srovnání nákupních preferencí v kontextu spotřebitelského protekcionismu

Lucja Matusiková

Vysoká škola báňská -Technická univerzita Ostrava, Ekonomická fakulta, Sokolská 33, 701 21 Ostrava, Email:lucja.matusikova@vsb.cz

Much has been recently written about "Generation Y". Banking institution, employers, as well as sellers of various kinds of products and services devoted to this social cohort. This kind of generational phenomenon has revolutionized interpersonal relations in all areas. However, the last studies show that the revolution is not as significant as it was expected. Meanwhile "Generation Z" grown up and became adulthood. These are young people born between the years 1995-2020, wherein the various studies work relatively freely with this range. And again there are different scenarios, how this cohort will affect the events in the society. One of the primary areas that will be undoubtedly influenced is the buying preferences. The research, which is the subject of the presented article, was focused on finding, what are the buying habits of consumers of selected group and what is their opinion about the quality of Czech products. At the same time was discovered their interest in the economic situation in the Czech Republic and in the world, and finally what is their opinion on protectionism and to this related preferences of purchase of Czech products before foreign ones. All of this was performed in comparison with the previous generation, the "Generation Y". For confirmation or rejection of the proposed hypotheses was used Chi-square test of independence in the pivot table.

Klíčová slova: consumer protecionism, generation Y, generation Z, shopping preferences, typology

JEL classification: A1, M21

Vloženo: 1. červenec 2015; Přijato: 15. prosinec 2015; Zveřejněno: 30. září 2015  Zobrazit citaci