Abstract:

The contribution is based on the knowledge that consumer behavior is different across the countries and also the generations. The main objective of the study is to identify attitudes of Slovak and Czech consumers towards brands in selected product categories from the perspective of two generations: generation Y and baby boom generation. Comparisons rely on two representative primary researches realized in the Slovak and the Czech Republic. Theoretical background come out from the theory of generation marketing, where different generations are identified and characterized. The information basis and selected statistical methods used for closer description of consumer groups are described in the methodology. The results describe differences and similarities according to the distribution of answers on 4 statements and results of chi-square testing. After that conclusions for application in the practice and limitations are formulated.