Abstract:

The purchasing behavior of consumers is a complex process, the background of which is a number of seemingly unrelated variables. Understanding this process is important for all supply-side marketers, as their incentives can determine whether a consumer chooses their product in a given situation. The purpose of the paper is to find out the dependence between generations and consumer behavior. The supporting method we used is correspondence analysis, which is a technique suitable for data analysis in two or more dimensional contingency tables. Its advantage is the clear visualization of links between categories of variables. Primary data was obtained by a questionnaire survey with 389 respondents within the Slovak Republic. As a supplement to the correspondence analysis, we chose Pearson's Chi-square test of independence, which is the most frequently used test to determine and verify the independence of categorical variables. The results of the study show the dependence between consumer behavior and generational groups of Slovak respondents.