Generation Y – A Mirror of Social Media and Brands as a Reflection in Psychographic Segmentation
Generation Y – A Mirror of Social Media and Brands as a Reflection in Psychographic Segmentation

Summary/Abstract: Generation Y – a unique, influential and often discussed group, yet incomprehensible. The aim of this contribution is to emphasize the importance of Y generation as a market segment, to identify online marketing communication tools that are preferred by the analyzed generation and have an impact on brand loyalty. Part of the goal is to determine gender-based psychographic segments of generation Y within the VALS method that can help an entrepreneur determine which communication tool to use effectively in an appropriate manner for the selected segment in the Slovak Republic. The contribution is divided into two parts. The first part focuses on the theoretical apparatus of Y generation consumers and psychographic segmentation through the VALS method. The second part describes a methodology that consists of identifying the sample and its size and how to retrieve the data from the sample. Part of the second part is the identification of specific segments of Slovak consumers within the VALS method with using t-test, the preferences of online communication tools used for gender communication in psychographic segments within the VALS method and the design of a simple model concerning the relationship of the variables examined. The results of the contribution provide businesses with a reflection on the behavior of Slovak consumers of generation Y, with an emphasis on the preference of using online communication channels.

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