Shopping Typology of Generation Y in selected European Union Countries

The main aim of this paper was to create a shopping typology of Generation Y in two European Union countries, the Czech Republic and Slovakia. Data were collected by questioning. Generation Y individuals of both countries served as a population for the survey. The sample consisted of 218 Generation Y individuals from the Czech Republic and 162 from Slovakia. The sample was chosen with the judgemental sampling. Several statistical methods were used to get the proper results, namely basic descriptive statistics, Pearson's chi(2) and factor and cluster analyses as the main methods. As the result of the study several segments were determined separately in both countries. Although both countries are the members of the European Union and have long common history, some differences in typologies were found. Also various common characteristics were observed, e.g. the prevailing preference of online sources of information, tendency to shop online and reliance on own judgement before the choice of the product.