Seasonality can serve as an eligible topic for adjustment of the shopper marketing activities. A purchase reaction of a shopper can be contingent on demographic factors. The main aim of the article is to identify the impact of the demographic factors on seasonal shopping sensitivity. The paper utilizes an observation in the selected supermarkets as a primary research method. Recorded objects were categorized in the defined demographic categories, which might have an influence on purchase sensitivity. A statistical data procession within the SPSS software was utilized for a data procession. The results of the paper confirm the importance of the seasonal shopper marketing strategies, however, deny the dependence of a consumer purchase behaviour on the defined demographic criteria.

KUCHTA, Martin – STANKOVÁ, Monika. The Impact of Demographic Factors on Seasonal Shopping Sensitivity. In Central and Eastern Europe in the Changing Business Environment. International Joint Conference. Central and Eastern Europe in the Changing Business Environment : Proceedings from 20th International Joint Conference, October 26 – 27, 2020, Prague, Czech Republic and Bratislava, Slovakia. – Praha : Oeconomica Publishing House, University of Economics, Prague, 2020. ISBN 978-80-245-2395-8. ISSN 2453-6113, pp. 126-137 online