The Relation Between The Generational Preference and The Choice of The Type of Retail
The Relation Between The Generational Preference and The Choice of The Type of Retail

Summary/Abstract: Marketing activities through which companies create strategies to satisfy customers’ needs on the market and through which they reach their targets are no longer oriented towards the society as a whole. On the contrary, a company increasingly seeks segments, or even sub-segments in which they could apply their marketing and communication strategies towards the consumer in a targeted manner. However, this concrete fact is directly influenced by the other fact, the one that it is possible to approach individual key or specific segments only if the marketing has appropriate theoretical and subsequently also practical base of information and knowledge available. Such attitude is applied for generations as an effective market stratification approach. The aim of the paper is to point out the relation between the generational preference and the choice of the type of retail shop. The paper describes key parameters in connection with the consumer behaviour of generations X, Y , Z and basic typology of retail shops depending on the main purchase.

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