Marketing communication and its influence on consumer´s behavior of X and Y generation

The main topic of this bachelor thesis is the influence of marketing communication on consumer´s behavior of generation X and Y. Firstly, in theoretical part are listed and defined terms in marketing, marketing communication and advertising. Subsequently, this thesis describes predispositions of consumer´s behavior its characteristics and main characteristics of generation X and Y. The goal of the practical part is to analyse perception trends of marketing communication´s activities of generation X and Y and its influence on consumer´s behavior of both generations. The practical part is based on secondary data MML-TGI and questionnaire survey. According to the results of both surveys main differences between generations are described, also with recommendations about concerning the right way of targeting marketing communication at younger and older generation