Generation Identification Approach of The Purchase Transaction Value Caused by The Marketing Appeal
Generation Identification Approach of The Purchase Transaction Value Caused by The Marketing Appeal

Summary/Abstract: Modern approaches to consumers and their consumer behaviour are being more and more reflected in their buying decisions. It is the market globalisation, digitalisation, new marketing trends and new marketing communication as well as new forms of sales in the retail sector that indicate reconsidering of former approaches towards consumers. A consumer requires an individual approach to his shopping due to the fact the decision-making process has become more sophisticated and demanding. The current generational approach to customer segmentation according to generation cohorts has brought more effective communication and marketing tools placing emphasis on influencing the buying decision. The aim of the paper is identification of the marketing communication impact on purchasing activities (retail store visit and subsequent purchase) of selected generations of consumers expressed through the transaction value parameter. The Paper describes key parameters in connection with the identification of the transaction value of the purchase within the consumer behaviour of generations X, Y and Z.

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