Prethodno priopćenje
THE IMPACT OF VARIOUS INFORMATION SOURCES ON MOTHERS OF GENERATIONS X AND Y WHEN PURCHASING TOYS
Miroslav Mandić
orcid.org/0000-0001-6118-6687
; University of Zagreb Faculty of Economics & Business, Zagreb, Croatia
Dubravka Puljak
orcid.org/0000-0003-2630-6406
Sažetak
This paper looks at how belonging to different generations, namely the X and Y generations, is related to preferences regarding the various sources of information when purchasing toys. The base of the research were the psychological characteristics of both generations in general. Furthermore, the collected facts were used to confirm negative results.
The sources of information were divided into the marketing dominant sources, such as advertising, sales promotion and the Internet, while the consumer dominant sources included children, family and friends. The paper uses exclusively the qualitative research method, with the in-depth interview as the chosen technique. The sample consists of twenty
mothers in an equal ratio; ten mothers who are the members of the Generation X, and ten mothers from the Generation Y. All the mothers in the research have children younger than seven years of age, because of their relevant but not excessive impact on the mothers and their ability to make decisions when buying toys. The purpose of this method is to get into the core of the issue, and come to comprehensive answers that could be elaborated in more detail. Also, although the interview reminder exists, and it is listed at the very end of this paper, the interviews were conducted through engaging in casual conversation. The goal was to make the mothers more open and objective. The reminder was, therefore, used in cases when there was no specific subject was discussed. The survey obtained results showing a clear
distinction between the members of these two generations, proving that it is important to know the mothers’ age group to be able to use a quality approach. The X Generation mothers get the information they need via television, catalogs and by visiting the stores of their choice. We can say that they are the traditional group. However, the Y Generation mothers clearly prefer the Internet and their circle of friends as the source of information. The common variable for both generations are their children as the consumer dominant source of information.
Ključne riječi
Generation X and Y; mothers as buyers; marketing directed to mothers; purchasing decisions; toys
Hrčak ID:
205494
URI
Datum izdavanja:
1.2.2018.
Posjeta: 1.150 *