Nákupní preference mladé generace a on-line nakupování

Abstract

The young generation born in the mid-1990s and later is referred to as Generation Z. As the only post-war generation, they grew entirely on the World Wide Web and has been increasingly associated with the rapid increase in daily use of technology on a daily basis. Mainly the Internet and smart mobile phones have become an indispensable part of their lives and are often used in consumer preferences and during shopping. The paper focuses on the analysis and evaluation of selected results of Generation Z research in the Czech Republic in relation to shopping behaviour and on-line shopping. In terms of methodology, the research is based on an extensive quantitative questionnaire survey among members of a given generation in the Czech Republic. The results show that Generation Z a bit surprisingly prefers shopping in a brick-and-mortar store compared to online shopping. On the other hand, Czech young population not surprisingly spends the largest expenditures on food, entertainment, clothing and footwear, housing and travel, and this product mix is also reflected in the frequency of visits. This finding may be important for retailers and managers because, despite the ever-increasing implementation of smart technologies and an online lifestyle across all generations, brick-and-mortar businesses are still competitive to face this trend.