Retail Marketing Communication and the Consumer Behaviour of Selected Generations

Alena Kusá

ISBN 10: 1800798555 / ISBN 13: 9781800798557

Editore: Peter Lang Aug 2022, 2022

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Neuware -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.Books on Demand GmbH, Überseering 33, 22297 Hamburg 208 pp. Englisch.

Codice articolo 9781800798557

Dati bibliografici

• Titolo: Retail Marketing Communication and the Consumer Behaviour of Selected Generations
• Editore: Peter Lang Aug 2022
• Data di pubblicazione: 2022
• Lingua: Inglese
• ISBN 10: 1800798555
• ISBN 13: 9781800798557
• Rilegatura: Buch
• Condizione: Neu
• Dimensioni: 235 L x 157 A x 16 P (millimetri) 235 millimetri di larghezza per 157 millimetri di altezza per 16 millimetri di profondità
• Peso: 461 grammi

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Riassunto

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.