Factors influencing the decision-making process when choosing a mortgage loan provider by Czech generation Y and Z consumers

This bachelor’s thesis examines the preferences of Czech consumers from Generations Y and Z when choosing a mortgage loan provider. The aim was to identify the key factors influencing their decision-making process and to determine whether significant differences exist between the two generations in terms of their preferences. The research was conducted using a quantitative questionnaire survey, and the collected data were subsequently analyzed using the Friedman test and the Mann-Whitney U test. The results revealed that the most important factors for both generations are staff reliability, understanding of the product, and interest rate levels. At the same time, statistically significant intergenerational differences were identified—for example, in the perceived importance of branch networks, previous experience with a bank, and the relevance of gifts for clients. The findings offer a theoretical contribution to the field of consumer behavior and intergenerational preference differences. Furthermore, they may serve as a practical tool for the banking sector in tailoring marketing strategies and adapting services to meet the needs of specific generational groups.