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.
Alena Kusá has been working on the campus since 1993 and has been in the faculty of Mass Media Communication of the University of Ss Cyril and Methodius in Trnava since 2009. She is the guarantor of the marketing communication study program in all three levels of study. She specializes in marketing, marketing communication, marketing and communication strategies, market analysis and consumer behaviour with an emphasis on consumer value orientation within generational groups. She is the researcher and co-researcher of several international and domestic academic projects, the author and co-author of monographs, university textbooks, scripts and many publications in journals and proceedings indexed in international databases.
Tomáš Fašiang studied Business Management at the Business Faculty of the University of Economics in Bratislava. He defended his thesis at the Faculty of Mass Media Communication of the University of Ss Cyril and Methodius in Trnava, where he works as an assistant lecturer. In the framework of his scholarly and research activities, he deals with marketing communication and consumer behaviour as an integral part of the process of strategic decision making in the field of communication in the retail sector. He has published various studies on significance of use of new communication methods and implementation of new communication technologies in retail marketing.
Daniela Kollárová completed her Bachelor’s and Master’s studies at the Faculty of Mass Media Communication of the University of Ss Cyril and Methodius in Trnava. She completed her doctoral studies at the Department of Mass Media Communication and Advertising, FF UKF in Nitra. As part of her scholarly activities, she specializes in marketing communication and retail, the shopping environment and the atmosphere at the point of sale. She is the author of academic publications devoted to the issues of marketing, marketing communication, sales promotion and direct marketing, as well as numerous studies and proceedings published at home and abroad.
