The importance of generation differences for marketing orientation

The aim of the Diploma´s Thesis is to capture differences between generation in the Czech republic from different points of view. Specifically the consumer, shopping and media behavior´s differences. The thesis is focused exploration the homogeneity of each generation as well. Key generation in this diploma´s thesis are generation X, generation Y and generation Z. This thesis consists of three parts - theoretical, methodological and practical. In theoretical part there are define terms related to the theme. The emphasis is on generation marketing, description of individual generations or consumer behavior. In methodological part is it described the character of examined subjects, the research questions are defined or used statistical quantitative methods. The practical part is focused on data analysis and description of obtained results. According to diploma´s thesis´s findings, unfortunately a can not to validate the concept of generational marketing in the Czech republic. Though using contingency analysis, there are minor differences between these three generations, discriminatory analysis failed to classify respondents into generations with sufficient accuracy. That is why I think that it is not suitable to use generation markting as the only market segmentation approach.