ASSESSMENT OF POSITIVE PROACTIVE BEHAVIOUR OF SELLERS FROM THE PERSPECTIVE OF GENERATIONS OF CUSTOMERS BABY BOOM, X, Y AND Z IN THE CONTEXT OF GENDER
ASSESSMENT OF POSITIVE PROACTIVE BEHAVIOUR OF SELLERS FROM THE PERSPECTIVE OF GENERATIONS OF CUSTOMERS BABY BOOM, X, Y AND Z IN THE CONTEXT OF GENDER

Summary/Abstract: In the presented article, attention is focused on selling behaviour as one of several aspects of trading behaviour. Specifically, the research was focused on assessing sellers´ behaviour by customers. Two attributes of positive sellers´ behaviour were analysed: Engagement and Assertiveness. The data were collected by TBQC(r) (Trading Behaviour Questionnaire – Customer – revised form) on a research sample of 221 customers. In the context of the presented research project, the statistically significant influence of the generation and gender variables wasn´t confirmed as separate indicators. The results confirmed the existence of statistically significant interactions between generation and gender in assessing positive proactive behaviour of sellers. The presented findings in the terms of Engagement attribute confirmed that men from Generation X are less affected by the overall engagement than women from Generation X. On the contrary, women from Generation X are in relation not only to men of this generation but also from the perspective of all respondents they are most influenced by various manifestation of seller engagement. In terms of seller´s assertive behaviour, the men of Generation X are least affected by the seller’s views from the perspective of all respondents. On the contrary, women from Generation X are most affected by all these respondents. For the limitations of the research, we consider a limited sample size and focusing attention on only two factors (engagement and assertive behaviour) of positive proactive behaviour by sellers from a supposed abundant mosaic of these attributes.

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