Current Trends in Marketing Communication Due to Changes in Consumer Shopping Behavior Generation Z
Current Trends in Marketing Communication Due to Changes in Consumer Shopping Behavior Generation Z

Summary/Abstract: The aim of the article is to define and characterize the current trends in the development of marketing communications and their tools due to changes in consumer shopping behavior. In the selected market segment, which is mobile communication, we will analyze the development trends of this segment as a whole and describe the current situation in the marketing environment. For the analysis of the mobile communication segment, we use data obtained by secondary marketing research from available sources and internal materials of mobile operators operating on the market of the Czech Republic. In a selected target group of university students in the Czech Republic aged 18 - 25, which represents the generation Z through marketing research, we find out the key facts on the basis of which the consumer of this generation decides to change mobile operator. By combining these two analytical parts, we define the current form and trends in marketing communications and their tools. We will point out the results of secondary research on marketing communications and consumer behavior of a generational cohort of young people and the impact of marketing communications on their lives. At the same time, with partial results of our own survey, we will point out the preferences of factors in purchasing decisions.

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