A comprehensive analysis of generation-specific characteristics of investments to increase the level of employment

Abstract

The theoretical background of this study has three main bases: the service aspect approach of investments, the current challenges for generational marketing and employment. Among the investments, in the study we were focus on the segment of the construction sector, because we have many years of empirical experience in this field. We analyze the investment as a service project, primarily as a risk factor from the client and the contractor side. The other theoretical pillar of this study is generational marketing, with the focus of my research being on the potential of the young generation as a future market for the customers and contractors of the investments. Our goal is to determine what special risk perception and risk taking characterizes different generations. In this study, we introduce partial results of a research project, which was made with the support of the New National Excellence Programme (code: UNKP-17-4) of the Ministry of Human Resources. The study also deals with the current challenges of domestic employment, in the sense that construction investment provides an excellent opportunity for the varying employment options of various generations and thus contributes to increasing the economy's performance. The study presents primary and secondary research results, in the latter using qualitative and quantitative techniques. The results can be relevant to investors in construction as well as to the customers of investment by raising awareness.