Generation Y Attitudes towards Shopping

Anotace: This paper presents the results of a study focused on Generation Y (born between 1980 and 2000) behavior in two neighboring European countries, the Czech Republic and Slovakia. This article identifies and describes basic characteristics of this generation’s general behavior as well as defines specifics of their shopping behavior by examining their attitudes towards retailers, brands, sales and discount offers. The sample consisted of 380 respondents: 162 from Slovakia and 218 from the Czech Republic. Results of the analysis indicate that shopping is perceived as an entertaining and pleasurable leisure activity. A particular product is chosen before the shopping place. Approximately two-thirds of the respondents search for information online, but quite a large percentage prefer both offline searching and purchasing. Brands are considered to be the symbols and guarantors of quality, but also uselessly expensive. Finally, a positive attitude towards sales and discount offers was observed.