Typology of Consumers in Relation to Diffusion of Innovation and the Need for Simultaneous Use of Communication and Distribution Channels
Typology of Consumers in Relation to Diffusion of Innovation and the Need for Simultaneous Use of Communication and Distribution Channels
Author(s): Zlatica PapcováSubject(s): Theory of Communication, Behaviorism, Social Informatics, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Consumer Behaviour; Diffusion of Innovation; Digitization; Omni-channel; Typology of Consumers Based on Generations;
Summary/Abstract: This paper, based on systematics and comparisons, identifies differences in the consumer behaviour of selected consumer groups affected by digitization. It deals with consumer typology based on a generational approach and eventual differences in the penetration of technological innovations into the lives of consumers. At the same time, this paper explores possible links between belonging to individual groups and the simultaneous use of available retail channels. In addition, the article tries to identify the “omni-channel customer”, to help optimize customer experience by tailoring marketing strategies to the current customer needs and preferences.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 484-498
- Page Count: 15
- Language: English