The paper deals with consumer preferences of young people (members of Y generation) in relation to general principles of sustainability in environmental and social aspects of consumer goods purchase. The aim of the article is to evaluate the relationship between the general attitudes to the above-mentioned issues and the awareness of the “fair trade” business concept in the context of sustainable development of the young generation aged 15–34 in the Czech Republic. The presented results were obtained through primary research involving 840 respondents from the Czech Republic. Within the research, the quota selection features were taken into account, which were gender, age, educational attainment and respondent’s residence area. The results show that young people are interested in the origin of consumer goods they buy. They are willing to invest more in the purchase of goods if their price reflects the quality, the environmentally friendly way and the working conditions of the producers. From the point of view of the specific knowledge of the concept of Fair Trade, it was found that almost half knows it. It has been proven that young people who are interested in the origin of goods also know Fair Trade.
Sustainable development is affected by packaging. This article deals with the market segmentation and its implementation in the specific market for secondary cardboard packaging. The research was carried out in order to determine segments based on business customers´ needs, demands and characteristics. Customer needs and requirements on corrugated cardboard were formulated by personal questioning of key account managers of cardboard producing companies and marketing, purchasing and logistic department employees from companies. Ten requirements on product attributes and ten requirements on supplier services was identified. The importance of attributes was determined on the 100 points constant sum scale for both groups of requirements. Data were gathered by an on-line questioning, mail was sent to 73 228 respondents, who were acquired from database Albertina database according to economic activities classification (CZ-NACE). Companies, who have at least one listed economic activity corresponding to any of FEFCO sectors were chosen. Total of 848 completed questionnaires were collected. IBM SPSS Statistics 19, principal component analysis and cluster analyses was used in the identification and description of segments and their profiles. Based on results of segmentation process, proposed strategies were identified. This is a follow-up study of the research carried out in 2010. Aside from the significant broadening the respondent base by including small and medium-sized companies, results of this research can be easily implemented in targeting new customers and in determining value proposition in segments.
The objective of this article is to develop a methodology in order to implement real-time customers segmentation analysis in the decision making process of the enterprise. A review of big data usage in retail stores was conducted along with a document-based descriptive analysis of secondary data and further critical literature analysis. Decision making strategies and flow charts were used for the development of competitiveness methodology by referring to a case of a supermarket chain. Customer segmentation researchers analyse mainly the algorithms or behaviour pattern behind the clustering process; however, neither of them offers a proper strategy for implementing a realtime customer segmentation process inside the enterprise. Sustainable competitiveness advantage may be achieved by implementing the segmentation theory with concepts of data mining and internet of things (Iot). The process of developed data mining shows many ways for the enterprise to maximize competitiveness. However, time and large investments may be required to develop proper methods for unique solutions. A concrete case study of the selected retail store should be analysed before implementing the real-time customer segmentation methodology inside the enterprise. There is a multicultural population in every market that has different culture, beliefs, preferences and shopping patterns; therefore, constant analysis is essential for efficient usage of customer segmentation. Practically none of the prior research results carried out by other authors offered a concrete methodology how to implement real-time customer’s segmentation inside the enterprise. The authors created such a methodology that can provide sustainable long-term competitiveness advantage.