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Národně-kulturní porovnání generací X a Y v ČR a vliv na marketingový mix / National-Cultural Comparison of Generations X and Y in the Czech Republic and Impact on Marketing Mix

The aim of this work is to provide a theoretical overview of research studies on cultural differences and their critical evaluation. The quantitative research on national and cultural comparison of generations X and Y in the Czech Republic will be implemented on the basis of a reduced questionnaire used in the research of European Values Survey in 2008. The data analysis will focus both on the current research and creating a time series of selected variables, using the results of previous research within European Values Survey. The starting point for comparing the behaviour of Generation X and Generation Y will be the national-cultural model of World Values Survey, and the results will be applied to marketing mix. The conclusion provides an overview and evaluation of the particular generations in terms of cultural performance as well as of marketing.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262371
Date January 2015
CreatorsHebersteinová, Ilona
ContributorsČejka, Pavel, Matoušek, David
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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