The impact of trade marketing strategy effectiveness in selected FMCG categories on Generation Z

The thesis focuses on the influence of the effectiveness of trade marketing strategies on the buying behaviour of Generation Z in the fast moving consumer goods (FMCG) segment. Generation Z represents a key target group with high sensitivity to digital communication, visual stimuli and brand authenticity. The main objective of this paper is to analyse how these strategies influence their decision making and to propose recommendations for retail chains operating in the market. The theoretical part of the thesis defines the basic concepts of marketing, retail and trade marketing, characterizes the specifics of Generation Z and compares the retail environment in the Czech Republic, Italy, Poland and France. The practical part is based on a combination of quantitative (questionnaire survey) and qualitative research (in-depth store-check interviews). The results show that effective marketing strategies can significantly influence the purchasing behaviour of young consumers. The final recommendations serve as a practical tool for better targeting and effective communication with Generation Z representatives in the FMCG environment.