KEGA 016Eu-4/19

Responsible investigator: doc. Ing. Andrej Miklošík, PhD.

Consumer Literacy and Intergenerational Changes in Consumer Preferences when Purchasing Slovak Products

The scientific project focuses on consumer behaviour and consumer literacy within the context of intergenerational differences. The aim of the scientific project is to identify intergenerational differences and subsequently define and categorize individual consumer segments in the market by the analysis of consumer literacy and Slovak consumers attitude towards purchasing the Slovak products. The research will focus on determinants of consumer behaviour and their prioritization in process of products selection, emphasizing the intergenerational differences. The project aims to propose new tools designed to increase consumer literacy and minimize the effects of unfair marketing and sales practices on the consumer market.