The Characterization of the Millennials and Their Buying Behaviour

Borned between 1980 and 2000

Attributes

Trustworthy, tolerant, individualistic, academically prepared, open/minded, social innovative, energetic, ambitious, reliable, motivated and intelligent

Characteristics

Tech in daily life, connectivity, ability on language

Consumer behaviour

Spend more

Less loyalty

earned with trust

last for 6 to 8 months

Connectivity

Sensitive to electronic WOM

Look for products

Personality, lifestyle, social and community values

Likely to consume for status and sense of rebellion

Interests more on counterfeits that brands

Cool consumption

Brands as self expression

Want to engage with products and services from a strong brand

Fast consumer

Make decisions at the moment

Most purchases

clothing, shoes jewellery, sport equipment, entertainment, health and beauty and food

Virtual life. Shopping, socializing

Value credibility

Actively participate in marketing research on the use of a variety of media, blgs email mobile connection, utilities

Likely to download useful app from brands

Require uniqueness and self determination of their purchasing power

Likely to spend money on experiences

Demand of hotels and travels

Attracted to companies with strong values, social ethics, non/hierarchical environments

Messages must be fast, direct and honest

Dislike being an ad target

Offline ad media and banners are ok

Arellano consumer behaviour model (2014)

Influence variable

. Social aspects economic, geographical, individual characteristics

Processing variable

Psychological processes. Feelings, perceptions, motivation, attitudes

Consumer behaviour

Discussion

Immediate gratification and personalization

Global social consciousness

Loyalty with a brand exists if its linked to identity but last 8months

Relational marketing strategies

Internal psychological aspects

attitude, perception, motivation, feelings, values and lifestyle