Preferences of Generations of Customers in Slovakia in the Field of Marketing Communication and Their Impact on Consumer Behaviour

Abstract

This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups.

1. Introduction

In today’s economic environment, a company’s success is greatly influenced by its ability to communicate effectively with different customer segments. One of the key factors influencing the effectiveness of marketing communications is understanding and taking into account the individual preferences and tendencies of different customer generations. In Slovakia, as in many other countries, there is a spectrum of generations with different values, preferences and ways of interacting with marketing tools. This paper deals with the study of preferences of customer generations in Slovakia in the field of marketing communication and their influence on consumer behaviour. In today’s dynamic and technologically advanced environment, marketing managers must constantly adapt marketing strategies to effectively reach target groups. Understanding the preferences and reactions of different generations is key to successfully targeting and reaching customers through different channels, tools and forms of communication. This paper introduces the issue of marketing communication and its importance in today’s competitive environment. We examine the impact of different marketing communication tools and their influence on the consumer behaviour of different generations. The aim is to contribute to the understanding of the consumer behaviour of different generations of customers in terms of the use of marketing communication tools.

2. Literature Review

Generation is one of the most important areas of study in marketing today. Proper identification and targeting are key to successful product launches. The discussion of generations is the concept on which authors such as Bergh and Behrer (2010) began their research in the early part of this millennium. The concept of generation was first mentioned by R. Ingelhart (1977), who used generation as a way of segmenting a population.

In classifying the time periods of each generation, there is a huge amount of data that are partly different and partly identical. The greatest agreement can be found with older generations such as Baby Boomers and Generation X, where the definition of these generations is heavily influenced by historical events such as the World War, which had a global impact on generations around the world. The vast majority of authors agree that Baby Boomers are people born between 1946 and 1964 (Egerová et al. 2021). However, for younger generations, such a consensus in classification is not as pronounced. Although these generations are referred to as “global generations” due to the rapid development of information technology, there is not much consensus among authors. One reason for this may be the fact that since the end of World War II, there has been no cultural or historical event that has affected the entire world in the same way. As noted earlier, authors disagree on the precise classifications of generations. The most notable differences concern the naming of each generation and the time intervals in which they have been active in the marketplace. Therefore, we provide some examples of the breakdown of generations from both perspectives in

Table 1. Classifications of generations (Čvirik 2018; Smolka 2019; Bejtkovský 2016; Lissitsa and Laor 2021).

Autor	Name of Generation	Time Range
Lissitsa Laor	Baby Boomers	1946–1965
	Generation Y	1966–1980
	Generation Z	1981–1994
	Generation Z	1994–present
J. Bejtkovský	Baby Boomers	1946–1964
	Generation X	1965–1976
	Generation Y	1977–1995
	Generation Z	1996–present
S. Smolka	Generation X	1966–1976
	Generation Y	1977–1995
	Generation Z	1996–2012
M. Čvirik	Greatest Generation	1901–1924
	Silent Generation	1925–1945
	Baby Boomers	1946–1964
	Generation X	1965–1979
	Generation Y	1980–1994
	Generation Z	1995–2009
	Generation Alfa	2010–present

.

The duration of one generation lasts approximately 20 to 25 years, but this period may vary depending on how long children take to mature. Different generations tend to share similar ideas, values, attitudes, and beliefs (Pattuglia and Amoroso 2023).

Table 2. Generations of customers (own elaboration, 2024).

Generational Cohort	Time Range
Baby Boomers	1946–1960
Generation X	1961–1980
Generation Y	1981–1995
Generation Z	1996–2010

shows the classification, which is one of many. However, it is important to understand that there is diversity in how generations are classified and defined. These generations were chosen because of their current presence in the Slovak market and their purchasing power.

Baby Boomers are currently the oldest generation with some purchasing power on the Slovak market (Smolka 2019). Their age and experience tend to create loyal customers who seek valuable products and services that meet their needs and preferences (Hamdani et al. 2020). The preferences of this generation lean towards traditional brick-and-mortar stores, where they have long experience in buying selected products (Lissitsa and Laor 2021). They also prefer quality and durable products and are willing to pay a higher price for them (Seberíni 2021). This generation focuses on value and quality rather than price and is loyal to brands and stores they trust (Reidl 2012). Generation X is the first generation that has grown up and witnessed the development of new technologies that have influenced their consumer behaviour (Lissitsa and Laor 2021). This generation is open to both traditional and modern marketing communication tools (Pekovic and Rolland 2020). The arrival of the internet has made Generation X the first generation to engage massively in online shopping. In terms of brands, Generation X prefers brands that have a good reputation and are associated with responsible companies and sustainability (Seemiler and Grace 2018). In general, Generation X tends to shop thoughtfully, considering the balance between price and quality. They criticise advertisements and prefer quality and functionality over luxury (Smolka 2019). Generation Y differs from their predecessors in that they prefer a wider range of media, not just the internet. They also watch television, read newspapers, and listen to the radio (Frye et al. 2020). These characteristics have created the conditions for Generation Y not to be limited to one medium, as was the case with the previous generation (Lissitsa and Laor 2021). A very strong point of this generation is online shopping. The internet has become a part of their daily lives, and they use it to find information as well as to purchase goods and services (Seemiler and Grace 2018). This generation tends to use reviews and recommendations from other consumers in their purchasing behaviour. They are very active on social media and like to share their experiences and opinions on different products and brands (Twenge 2023). The youngest generation on the Slovak market is Generation Z, which is significantly different from previous Generations X and Y. This generation is considered to be the most technologically advanced (Smolka 2019). Its members are closely connected with modern technologies (Seemiler and Grace 2018). One of the desires of this generation is originality and therefore prefers personalised products and services. For Generation Z, environmental sustainability is very important, and they often prefer products from brands that are active in this area and produce sustainable products (Munsch 2021). The tendency of this generation is to expect immediate satisfaction of their needs and prefers fast delivery and easy return of products (Lissitsa and Laor 2021). Generation Z emphasises quality over quantity and is willing to pay a higher price for a higher-quality product that meets their needs and will have a longer shelf life (Roth-Cohen 2022).

Generational theory examines how historical, cultural, political and economic events shape the collective consciousness and behaviour of people born in the same time period. This theory argues that each generation has unique values, lifestyles, work habits, and technological skills. Authors such as Roth-Cohen (2022), Čvirik (2018), Egerová et al. (2021), and others support this approach and emphasise that generational differences are the result of shared experiences during individuals’ formative years. However, some scholars, including Bobby Duffy (2021), Costanza et al. (2012), Jean Twenge (2018), and Jennie Bristow (2019), criticise this theory. They argue that differences between people within a generation may be greater than between generations, and that social and technological changes often play a larger role than generational differences alone. These critics point to the need for a more comprehensive approach that takes into account individual and contextual factors. We understand that there are flaws in generational theory, but in our view, the positives outweigh the negatives. Although generational theory has its critics who point out its shortcomings and the need for a broader consideration of individual and contextual factors, it still remains a valuable tool for understanding the behaviour of different age groups. Indeed, each generation is influenced by specific historical, cultural and technological events that shape their values, preferences and purchasing behaviour.

Marketing communication and consumer behaviour are closely linked areas of marketing that together contribute to the success of companies in a competitive marketplace. With increasing competition, it is necessary for companies to use marketing communication effectively to gain an advantageous position in the market (Kotler and Armstrong 2019). Marketing communication includes various tools that companies use to inform, persuade and remind customers of the existence of the benefits of their products and services (Alakkas et al. 2022). These tools play a key role not only in providing information about the quality, value and benefits of products, but also in listening to and satisfying customers’ needs (Kotler and Keller 2019). Marketing communication is based on a core marketing philosophy that focuses on understanding the market, identifying customer needs, and providing optimal solutions that satisfy those needs and convey value. This approach evolved from the sales approach, which focuses on influencing consumer demand for products they do not normally buy (Kotler and Armstrong 2019). From this perspective, marketing communication has gradually transformed into a marketing concept where the achievement of goals depends on the identification of consumer needs and wants. In today’s business environment, where the range of companies is wide, the active use of communication strategies is the key to success in the marketplace (Hanuláková 2021). According to Bergh and Behrer (2010), marketing communication effectively reaches consumers by informing them about the places, times, methods and reasons for using products. It also provides information about manufacturers and brands and can motivate consumers to try or regularly use products. These communication tools create connections between products and different people, places, events, experiences and feelings, thus contributing to the creation of positive relationships between companies and their customers. With the arrival of the digital era and the development of the internet, the way companies communicate with their customers has changed significantly. Social networks such as Facebook, Twitter, LinkedIn and Instagram have revolutionised marketing communications. These platforms allow users to create and share content, interact with other users and actively engage with the community. Thus, social media provide a space for interactive communication and the implementation of various forms of marketing, including guerrilla, viral and influencer marketing and others (Hanuláková 2021). In this way, they allow companies not only to promote their products and services, but also to build deeper relationships with their customers. With the rise of social media, a new phenomenon has emerged—influencers, who have become a key element of modern marketing strategies (Přikrylová 2019). These individuals create authentic content that can engage millions of users around the world, making them a new marketing communication channel. One of the key elements to the success of influencer marketing is its ability to convey content that feels authentic and personal. Influencers, unlike traditional ads, interact directly with their followers and often present products in a way that is natural and informal. In this way, they are able to build trust and create deeper connections with their followers, which increases the likelihood that their recommendations will be followed (Bergh and Behrer 2010). The influence of influencers is especially evident with younger generations, who spend a large portion of their time on social media and often find influencers’ opinions more trustworthy than traditional advertisements. These consumers are more likely to purchase products recommended by their favourite influencers, leading to increased conversion rates and brand loyalty (Přikrylová 2019). Another interesting phenomenon within influencer marketing is the growing importance of so-called micro-influencers, who have a smaller number of followers, but these followers are highly engaged and loyal. Micro-influencers often operate in specific market niches and their recommendations can be even more effective because their relationship with followers is often more personal and authentic (Alakkas et al. 2022). On the other hand, the challenges associated with influencer marketing also include potential risks related to transparency and authenticity. Consumers are becoming more conscious about sponsored content and may react negatively to inauthentic or overly commercial posts. Therefore, it is necessary for brands to choose influencers who are aligned with their values and are able to communicate effectively with their audience without losing their authenticity (Singh et al. 2022). Given the rapid development and popularity of influencer marketing, its importance is expected to continue to grow. This phenomenon has also influenced mobile marketing, as mobile devices such as smartphones and tablets provide an ideal platform for distributing influencer content and allow for quick interaction, localised campaigns, and a direct link between content and purchase activities. Mobile marketing has become one of the fastest-growing marketing communications tools, largely due to the widespread use of mobile devices. These devices allow companies to effectively reach their customers through targeted campaigns, which highlights the need for companies to adapt all online activities for mobile platforms (Hanuláková 2021). The development of technologies and mobile applications that enable new forms of mobile communication has radically changed the way companies reach out to their customers, allowing them to gain a competitive advantage in a dynamic market. In this context, consumer behaviour research plays a key role. As consumer behaviour involves dynamic interactions between people and their environment that include emotions, cognition and action (Singh et al. 2022), it is imperative that companies understand and take these interactions into account when developing their communication strategies. By doing so, companies can not only attract customers but also retain their loyalty in the long term, which is crucial for achieving market success. Consumer behaviour is a complex phenomenon that is influenced by a number of different factors and can therefore be divided into multi-faceted segments. For example, Kotler and Keller (2019) differentiates consumer behaviour according to the level of involvement. In high-involvement behaviour, the consumer devotes a lot of time and effort to decision-making, which is typical, for example, when purchasing significant and costly items. On the other hand, low-involvement behaviour involves quick and often routine decisions, such as everyday grocery shopping. Assael (1995), in turn, offers a process-based view of consumer behaviour, distinguishing between complex buying behaviour, where the consumer thoroughly explores different options, and habitual buying behaviour, which is based on repeated purchases of the same products. Consumer behaviour can be further subdivided according to the way in which decisions are made. Engel et al. (1978) distinguish between rational decision-making, which is based on logical deliberation, and heuristic decision-making, which uses single rules to speed up the process. Intuitive decision-making, on the other hand, is based on feelings and instincts. In addition, Rogers (1995) differentiates consumers according to their degree of openness to innovation, where innovative consumers are quick to adopt new products and technologies, while late adopters are more cautious. Tversky and Kahneman (2002) present further categories of consumer behaviour, this time according to their attitudes and values, such as ecological and ethical behaviour. Value-oriented behaviours are based on personal or cultural values such as family values or religious beliefs. Howard and Sheth (1969), in turn, divide consumer behaviour according to the life-cycle of the consumer, where young and single consumers often act impulsively and are experience-oriented, while older people prefer products related to health and safety. Consumer behaviour, as defined by Khayru (2021), is a set of behaviours that consumers exhibit when searching for, buying, using, evaluating and owning products, services and ideas that they expect to satisfy their needs. The scope of these definitions and perspectives on consumer behaviour highlights its complexity and importance for marketing and business practice, as understanding these processes is a cornerstone for long-term success in a competitive marketplace. Marketing communication and consumer behaviour are inextricably linked elements that together form the basis of successful marketing. Effective use of marketing communication tools enables companies not only to inform and persuade their customers, but also to better understand their needs and wants. With the growth of the digital era and the rise of new technologies, marketing communications are constantly evolving and adapting to changes in consumer behaviour, giving companies new opportunities to achieve success in the marketplace. Influencers and micro-influencers have become key players in this process, with their ability to build trust and motivate purchase having a significant impact on consumer behaviour. Understanding consumer behaviour allows companies to adapt their communication strategies to be more effective and deliver better results. In this way, companies can not only attract customers but also retain their loyalty in the long term, which is key to achieving market success.

3. Results

This section of the paper presents the results of the questionnaire survey. A total of 204 questionnaires were processed and evaluated. The research sample consisted of ordinary Slovak consumers, who were divided into four generations based on age. We considered results that exceeded the 6% threshold to be relevant results.

3.1. Research Question 1: Which Marketing Communication Tools Most Motivate Customers from Different Generations to Purchase a Product?

An important part of marketing communication is the individual communication tools. Therefore, in the first research question, we focused on this area. We monitored the effectiveness with which individual marketing communication tools can motivate customers from four generations to purchase products. For Baby Boomers, sales promotion was the most significant motivating factor for 8.16% of respondents. This result indicates that this generation is heavily influenced by discounts, coupons, and various promotions, which means that this tool should be a priority in marketing communications with this generation. For Generation X, no tool had an effectiveness above 6%, so they are not relevant to this conclusion. The closest to this threshold was sales promotion and personal sales with 5.88%, which may indicate some preference for this tool. Generation Y responds very positively to discounts and promotions. This is confirmed by the result of 10.29% of respondents indicating sales promotion. This is the highest result of all generations, indicating that sales promotion is a key tool for effective communication with this generation. Social media marketing scored 5.39%, indicating that modern digital tools are also important to this generation, but did not reach the 6% mark. For Generation Z, it is again the most significant factor for 9.31% of respondents, confirming that this tool is also effective for the youngest generation. Social media marketing reached 5.88%, which is just below the 6% threshold and therefore not included in the conclusions but points to a possible preference for this tool by Generation Z. Sales promotion is the most effective purchase motivation tool across all generations: Baby Boomers (8.16%), Generation Y (10.29%), and Generation Z (9.31%). This tool should be a key element in marketing strategies targeting these generations. For Baby Boomers and Generation Z, this tool had a similar impact, while for Generation Y, it was even more pronounced. Based on these results, it is clear that discounts, coupons and promotions are effective motivating factors for all generations included in the survey. They should therefore be included as a priority in marketing communications, especially when targeting Generations Y and Z, who show the highest sensitivity to these tools.

ANOVA test results: F-value: 0.338; p-value: 0.798. Based on these results, we confirmed the null hypothesis. The p-value of 0.798 is much higher than the usual level of significance (α = 0.05), i.e., it means that there are no statistically significant differences in the preferences for different marketing communication tools between different generations.

3.2. Research Question 2: Which Factors Most Influence the Purchasing Decisions of Customers from Different Generations?

Just as it is important to know which marketing communication tools influence different generations of customers, it is also crucial to understand which factors enter into the purchasing decisions of customers. For Baby Boomers, price is the most important factor in the buying decision. Price was indicated by 6.22% of respondents. This result indicates that Baby Boomers are very price-sensitive. For Generation X, the quality of the product or service is the most outstanding factor, marked by 7.77% of respondents. This shows that it is important for Generation X that the product or service meets high quality standards, which play a major role in their purchasing decisions. Price is also a key factor which was selected by 7.25% of the respondents. This result shows that in addition to quality, price is also important to Generation X. Like previous generations, Generation Y also identified the quality of the product or service as the most important factor with a significant share of 14.51% of the respondents, which is the highest share among all generations. This indicates that Generation Y places a high value on quality and is willing to invest in quality products. Brand is the second most important factor for this generation, selected by 6.22% of respondents. This shows that brand has a significant influence on the purchasing decisions of Generation Y. Product or service quality is the most important factor for Generation Z, selected by 8.81% of respondents. Similar to other generations, quality is key in purchase decisions. Brand and customer reviews are equally important, both selected by 5.70% of respondents. This result did not reach the 6% threshold but suggests that Generation Z places a high value on brand credibility and other customers’ opinions when making purchasing decisions. The quality of the product or service is a key factor for Generations X, Y and Z, with Generation Y (14.51%) accounting for the largest share. Price is the most important factor for Baby Boomers (6.22%) and is also very important for Generation X (7.25%). Brand has a significant impact on the decision-making of Generation Y (6.22%) and also Generation Z somewhat (5.70%), indicating that these younger generations can be influenced by brand image and reputation. These findings point to the need to focus marketing strategies on quality, price, brand and reviews.

ANOVA test results: F-value: 0.880; p-value: 0.465. Based on these results, we confirmed the null hypothesis. The p-value of 0.465 is much higher than the usual level of significance (α = 0.05), i.e., there are no statistically significant differences between the only generations and the factors that influence purchasing decisions.

3.3. Research Question 3: What Method of Communication Do Individual Generations Prefer?

What kind of communication each generation prefers is just as important as preferred marketing communication tools and purchasing decision factors. Therefore, we focused on this area in the last part of this research. Visiting the point of sale in person is the most preferred method of communication for Baby Boomers. This option was indicated by 6.93% of respondents. This result indicates that this generation prefers personal contact and direct interaction in communication. For Generation X, reviews, comments and ratings are the most prominent communication channel, preferred by 13.37% of respondents. This shows that Generation X relies heavily on the experiences of others to make decisions. For Generation Y, reviews and ratings are the most significant channel of communication, with 16.34% of respondents, the highest proportion among all generations. This result highlights the high level of trust this generation has in the experiences of other consumers. For Generation Z, reviews and ratings are also the most preferred mode of communication, with 11.39% of respondents indicating this option. Reviews, comments and ratings are the key communication channels for Generations X, Y and Z, with Generation Y placing the most emphasis on them (16.34%). Visiting the point of sale in person is still important to Baby Boomers (6.93%), although its importance is declining among younger generations. These findings point to the need to tailor communication channels to different generations, with an important consideration of the preference for face-to-face contact among older generations and an emphasis on online reviews and expert resources among younger generations.

ANOVA test results: F-value: 0.295; p-value: 0.829. Based on these results, we confirmed the null hypothesis. The p-value of 0.829 is much higher than the usual level of significance (α = 0.05), i.e., it means that there are no statistically significant differences in the preferences of different modes of communication between the generations.

4. Materials and Methods

This paper examines customer preferences in marketing communication and their influence on consumer behaviour. The aim is to contribute to the understanding of the consumer behaviour of different generations in terms of the use of marketing communication tools. There are currently four generations of customers on the Slovak market: generations X, Y and Z and Baby Boomers. In this paper, we have defined the theoretical background for each generation, marketing communication and consumer behaviour. We know that several studies have already been conducted in this area. These include the GenZ Report Findings (2022), Consumer Trends Report (2022) and Deloitte (2023). The Consumer Trends Report survey involved more than 1000 respondents across all generations currently in the market. The Deloitte survey, conducted in 44 countries, included more than 44,000 respondents from Generations Y and Z. The Gen Z Report Finding survey had 150,000 respondents from all generations and was conducted in 10 countries. These surveys focused on the overall characteristics and consumption behaviours of generations of customers. In our survey, we used a questionnaire survey via www.vyplnto.cz (accessed on 16 August 2023) to collect data. MS Excel was used to process the results. The questionnaire contained 14 questions that were dichotomous, closed and semi-closed. We used this combination of question types because dichotomous questions allow for quick and clear answers, which is useful when collecting large amounts of data. This question type minimises the room for ambiguous interpretations and simplifies data processing. Closed-ended questions with predefined answers allow for consistent responses, making it easier to compare data and conduct subsequent analysis. Closed-ended questions are effective when collecting large amounts of data because respondents do not have to create their own answers but can simply choose from the options offered. Semi-closed questions combine the advantages of closed questions with the possibility to obtain further details through an open field where respondents can express their opinion or add information. If the research focuses on exploring opinions or experiences, semi-closed questions can reveal aspects you may not have originally anticipated, leading to new discoveries. This type of question allows for the collection of quantitative data from the closed sections and qualitative insights from the open sections, which can enrich the analysis and provide a deeper understanding of the topic under investigation. These types of questions provide the data collection necessary to meet the research objectives. The questions from the questionnaire used in this paper are as follows:

• Which of the following marketing tools can motivate you the most to purchase a product?
• What are your main criteria when choosing products or services?
• Which of the following communication methods would you use if you needed to obtain information about a product?

The survey was conducted from 9 April 2023 to 16 June 2023. During this period, we reached respondents from all generations. This is a total of 67 days, a period of more than two months. We considered this period long enough to obtain a sufficient number of respondents. The survey was conducted during this period because it gave consumers enough time to resume their usual purchasing behaviours after the end of the COVID-19 pandemic. The sample of respondents was taken randomly via the platform vyplnto.cz. On this platform, we published a link to our questionnaire where various respondents could voluntarily fill it out. The method of selecting participants was subject to the age criterion, when we selected participants according to whether they are in the age range that is borderline for the generations we are writing about. Responses from respondents outside the age range were filtered out, i.e., they were not included in the interpretation of the results. These respondents had different economic and social statuses, especially employed, unemployed, entrepreneurs and students. We received 204 correctly completed questionnaires. The gender distribution of respondents was 55% male (112 respondents) and 45% female (92 respondents). The survey was designed to provide a basic overview of preferences and trends across generations that can serve as a starting point for further, more detailed studies. The results should be seen as an initial insight and interpreted in the context of potential sample limitations. There are currently four generations of customers in Slovakia, and their representation is shown in

Table 3. Absolute and relative frequency of generations in Slovakia (Datacube 2022).

Generation Cohort	Absolute Frequency	Relative Frequency
Baby Boomers	1,132,446	26.86%
Generation X	1,159,851	27.53%
Generation Y	1,101,447	26.12%
Generation Z	821,706	19.49%
Sum	4,215,450	100%

.

Table 4. Absolute and relative frequency of respondents (own elaboration, 2024).

Generation Cohort	Absolute Frequency	Relative Frequency
Baby Boomers	36	17.65%
Generation X	62	30.39%
Generation Y	52	26.47%
Generation Z	52	25.49%
Sum	204	100%

shows the sample of respondents we worked with in our paper. While collecting the data, we tried to maintain a relevant representation of all generations in our survey. After comparing the data, we can conclude that we were partially successful in this effort. As can be seen in Table 3 and Table 4, the largest difference is observed for the Baby Boomers and Generation Z. This discrepancy may have been due to the way the data were collected, which was exclusively through an online platform. This method may have been less accessible to Baby Boomers, who are not as adept at using modern technology as other generations. Another reason why we were not able to recruit enough respondents from the Baby Boomer generation may have been their lack of interest and trust in participating in such research, especially if it is conducted exclusively online. This may also have contributed to the lack of participation from this generation. However, for Generation X, which also belongs to the older generational cohorts, we were able to obtain an adequate number of respondents, suggesting that older generations are gradually adapting to online platforms. This led to the difference between the overall representation of the generation in Slovakia and in our paper. The opposite is the case for Generation Z, which is over-represented in the survey compared to the overall population in Slovakia. We would remedy this shortcoming in future research by expanding the questionnaire to include other methods, for example, paper-based.

We used research questions, specifically exploratory and comparative research questions, as the main method in our research. These questions aim to identify new relationships and compare different groups or variables. Research questions are an integral part of the research process; they offer several advantages but also have some disadvantages. Research questions help to focus the paper on a particular problem or phenomenon, ensuring that all phases of research are systematic and focused. They provide a structure for the entire research process and help maintain a logical and consistent approach. In addition, they optimise time and resources by focusing research on important questions, minimising the risk of unclear or ineffective results. Well-formulated research questions ensure that the paper focuses on answering specific and measurable aspects, which contributes to the objectivity and reliability of the results. However, the use of research questions also has drawbacks. If defined too narrowly, they can limit the scope of the study and lead to overlooking important aspects or broader contexts that might be relevant. In addition, research questions may be based on certain assumptions or prior knowledge, which can cause bias. Formulating the right research questions can be challenging, requiring a deep understanding of the research subject and strong analytical skills. Poorly formulated questions can lead to ambiguous results or incorrect conclusions. In our research, we defined the following three research questions:

• Which marketing communication tools most motivate customers from different generations to purchase a product?
• Which factors most influence the purchasing decisions of customers from different generations?
• What mode of communication do individual generations prefer?

As an additional method, we used the ANOVA test to see if there were statistically significant differences between the means across customer generations. We used this method for each research question. We set one common hypothesis for all areas. The hypothesis was as follows:

H0: 

There are no statistically significant differences between generations.

H1: 

There is a statistically significant difference in at least one generation.

The ANOVA (Analysis of Variance) test is a statistical method used to compare means between three or more groups to see if there are significant differences between them. In an ANOVA test, the F-value and p-value are used to determine if there are statistically significant differences between the means of the groups. Definition: the F-value is the ratio between two estimates of the variance. Specifically, it compares the variance between groups (between-group variance) with the pooled variance within groups (within-group variance).

$$F={\displaystyle \frac{MSB}{MSW}} MSB (\mathrm{Mean} \mathrm{Square} \mathrm{Between}), MSW (\mathrm{Mean} \mathrm{Square} \mathrm{Within})$$

The F-value measures how significantly the means differ between groups compared to the within-group variability. The p-value determines whether these differences are statistically significant. The ANOVA test results in an F-value that is compared to the critical value from the F-distribution to determine if the difference between the means is statistically significant. If the F-value is high enough, we can reject the null hypothesis, which states that there is no difference between the groups. The significance level is the value that is used to decide whether to confirm or reject the null hypothesis. The standard level of significance is denoted as α = 0.05. We also used this value in our paper. After using the ANOVA test for each area of research, we found that there are not significant enough differences between the groups to be statistically significant. This is due to insufficient sample size and small differences between generations. We consider this result to be the most significant limitation of the research. Therefore, in further analysis, we focused primarily on the graphical representation and subsequent interpretation of the results.

5. Discussion

In this paper, we conducted research focused on consumer behaviour and preferences of different generations of customers in Slovakia in the context of marketing communication. The statistical method used, ANOVA, pointed out a weakness, which is that there are no statistically significant differences between generations in all areas of research. This is considered to be a significant limitation in our research. Therefore, based on the number of respondents, we were forced to implement only a graphical representation and subsequent interpretation of our results. We considered graphs as the best way to present our limited data, as they provide a visual overview of the trends, patterns and distribution of the data, making them easier to interpret and present. In our research, graphs allowed us to show the minimal differences and similarities between different generations and their preferences in marketing communication and consumer behaviour. These results should only be understood as a certain possible insight into the issue of consumer behaviour in Slovakia. Even with these limitations, however, the results show some non-statistically significant differences in preferences and behaviours between generations that are influenced by technological advances, cultural changes, and personal experiences. Baby Boomers prefer traditional forms of marketing communication such as sales promotion. This generation grew up at a time when technology was not as widespread, which explains their preference for face-to-face conversations and telephone contact, as seen in Figure 1. Similarly, the Consumer Trends Report (2022) reports that Baby Boomers prefer face-to-face meetings and telephone communication. Baby Boomers trust personal contact and tend to seek out high-quality but affordable products. In addition, the Consumer Trends Report (2022) states that Baby Boomers prefer traditional marketing communication tools to modern ones and focus mainly on the price of the product when making purchases. Price is important to this generation. This finding was also confirmed by Figure 2. It is important to note that this generation still plays an important role in the consumer market as they often have more purchasing power compared to younger generations. Generation X combines a preference for both traditional and modern marketing communication tools. Although these customers still value personal contact and trust reviews, they are more open to using online platforms. The period in which this generation grew up can be described as a transitional phase between analogue and digital approaches. This has created a unique mix of preferences, where personal contact is important, but also the credibility of information obtained online. Generation X is thus becoming an important target group for marketing campaigns that combine traditional and modern marketing communication tools. The Consumer Trends Report (2022) also states that Generation X prefers traditional marketing communication tools. However, in our survey, as can be seen in Figure 1, we observed an increasing trend in the use of modern marketing communication tools. This is a significant difference that can be observed among Slovak consumers. This trend could be part of further research. Generation Y, or Millennials, is the generation that has grown up with the increasing availability of the internet and mobile technology, which explains their preference for online reviews and discussion forums, as shown in Figure 1. Generation Y tends to trust traditional forms of communication less and rely more on the experiences and reviews of other users. This generation is known for their expertise in using social media and digital tools. A Deloitte survey (2023) reports that 91% of people from this generation have at least one account on any social network. This result from the Deloitte survey shows that this generation is focused on social media marketing, as shown in Figure 3. In our paper, as seen in Figure 2, we also observed a phenomenon in which for Generation Y, product quality is the predominant factor in their purchase decisions. Marketing strategies should focus on digital platforms that provide fast and transparent information. Generation Z represents the youngest and most technologically advanced generation. These customers grew up in an era when the internet was ubiquitous, and their behaviour is heavily influenced by the instant availability of information. Generation Z prefers online reviews and peer reviews and relies less on traditional forms of communication. This generation demands immediate responses and high levels of interaction through digital channels, challenging marketing departments of all companies to ensure a constant presence and action activity on social media and other online platforms. The GenZ Report Findings (2022) states that this generation is primarily focused on using social media. People from this generation have accounts on a variety of social media sites, highlighting this generation’s connection to social media marketing. As can be seen in Figure 3, this can only be considered a partial fact in Slovakia, as social media marketing is the second most popular marketing communication tool. In Figure 2, we see that user reviews play the most important role in purchase decisions. The results obtained have some partial overlap with global surveys. From the graphical assessment, we can say that the results obtained highlight the need to adapt marketing strategies to the preferences of each generation. While older generations prefer a more personal and traditional approach, younger generations expect fast and efficient communication through modern technology, as seen in Figure 1. For companies, this means the need to implement diverse communication channels and approaches that target each generation in a specific way. Another important aspect is the credibility and transparency of information. All generations, albeit to varying degrees, value reviews and ratings, which means that building trust through positive customer experiences is key. Marketing campaigns should be designed to emphasise authentic and accurate customer experiences, thereby reinforcing trust and loyalty. One possible marketing communication tool that could meet these requirements is influencer marketing.

6. Conclusions

When reading and interpreting the results of this paper, certain limitations arising from the nature of the study should be considered. The first limitation is the geographical restriction. The study focuses only on Slovakia, which means that cultural, economic and social conditions unique to Slovakia may influence the results. We see this with Generation X, for example, where sub-results suggest that this generation does not have exclusive preferences, but trends indicate a growing interest in modern marketing communication tools, which is different from the world view. Therefore, these results may not be relevant or applicable in other countries where consumer behaviour and preferences are influenced by different factors such as culture, legislation, economic situation or technological infrastructure. Generalising these results internationally could be incorrect or misleading. Another limitation is the generational classification itself, as mentioned in the theoretical part; there are many classifications from different authors. These differences are in which years are considered the beginning and end of each generation. These differences may cause the results to be inconsistent, as individuals who are classified in one generation by one classification may be classified in another generation by another classification. This may affect the applicability of the results to a larger population, as research may be based on ambiguous or inconsistent categories, leading to mixed or inaccurate conclusions. In the case of generational theories, even the use of the theory itself may be a limitation because there are authors who do not support it. Obtaining a representative sample of respondents is also a limitation of our paper. A large number of respondents is required to match the representation of different generations in the community, and this is very difficult to achieve. If the sample is not sufficiently representative, the results may be skewed and will not accurately reflect the true preferences of the population as a whole. This limitation may compromise the reliability of the results. Time constraints are also an important constraint, as consumer preferences and the effectiveness of marketing communications can change rapidly due to technological innovation and societal changes. Results obtained over a period of time may not be valid after several years. This may cause problems in applying them to future situations. This factor undermines the reliability of the results, as they may not be applicable in different time periods. This limitation is part of the vast majority of papers that are published in this area. Another limitation is the method of collecting the questionnaires. If a questionnaire survey is conducted entirely online, it may lead to some segments of the population (e.g., older generations or people without access to the Internet) being under-represented or missed altogether. This method of data collection may affect the results, as the sample of respondents may not represent the full spectrum of the population. In our research, we were unable to obtain a representative sample, which was confirmed by rerunning ANOVA tests, which showed that there were no statistically significant differences between the generations. Therefore, we consider it an important part of future research to expand the method of data collection to avoid the same limitations that emerged from this research. We are aware that each study has its limitations, and the results may be influenced by various factors such as the method of data collection or analytical techniques. The analytical techniques used may also affect the results. If the analytical methods are inadequate or inappropriate, they may bias the data and lead to incorrect conclusions. This can reduce the reliability of the results as conclusions may be based on incorrect or incomplete information. In future research, we must consider additional methodological approaches or expanding the sample to obtain more robust results. This paper presented a partial overview of the preferences of individual generations of customers in Slovakia in the field of marketing communication. Considering that the results in this paper were not statistically significant, we decided to take into account only the data that had a value of more than 6%. We consider this value to be the lowest possible limit. These results indicate that it is highly likely that there are differences between generations. These differences are driven by technological advances, cultural changes and personal experiences. Each generation has its own unique characteristics and preferences, which is crucial for creating effective marketing strategies. The future of marketing communications will depend on the ability of companies to adapt to rapidly changing technologies and customer preferences. It is also important to look at how demographic factors such as education, income and geographic location play a role in customer preferences. Based on these findings, it is clear that marketing strategies need to be adapted to the specific preferences of each generation in order to reach customers effectively. While older generations prefer a more personal and traditional approach, younger generations expect fast and effective communication through modern technology. Companies should implement a variety of communication channels and approaches that reach each generation in a specific way. Additionally, building trust through authentic and genuine customer experiences is key for all generations. Reviews and ratings play an important role in customer decision-making, so marketing campaigns should be designed to emphasise positive customer experiences and transparency. Furthermore, it is interesting to note that for all generations, sales promotion is the most important marketing communication tool for purchasing decisions. This shows the orientation of consumers towards various discounts and promotions when making a purchase decision. Of the factors that influence the purchase decision, the quality of the product or service and the price enter the process most prominently. Future research would focus primarily on obtaining a sufficient sample of resamples. By doing so, we would address the shortcomings that we have created in this research. The direction of future research should be to look at how these preferences change depending on demographic factors such as education, income or geographic location. It would also be useful to examine how global trends and technological innovations affect generational preferences at the local level. Equally, this and other research could provide deeper insights into how companies can effectively communicate with their customers in a dynamic and ever-changing environment.