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The Characterization of the Millennials and Their Buying Behavior…
The Characterization of the Millennials and Their Buying Behavior
Millenials
Who are they?
millennials make up a generation in constant change, adaptation and reconfiguration
They expose their tastes and preferences around the articles they use constantly
they are currently between 17 and 37 years old
by Kotler & Armstrong
the generation born between 1977 and 2000.
born in the emerging world of technology
greater financial constraints
higher unemployment
they are burdened with
debts
atractive market
The members
described as by Frulow
with expertise in technological
individualistic
tolerant
trustworthy
academically prepared
described as optimisticaly by Ordun
innovative
energetic
open-minded
ambitious
reliable
motivated
inteligent
Consumer Behavior
Behavior on e-commerce
pay attention on
competitive pricing and good shipping rates
the graphics are very effective
they have not loyalty brand
the greater exposure of price promotions
look for products and brands which mach on
personality
status
lifestyle
social ans community value
The Theory of Uses and Gratuities
About electonic devices
means to connect with
retail
community
brand
EWOM
it is considered more credible advertinsing
millenials are more active in with
Internet use
laptops
cell phone use
computer tablets
music
text messages
video games
social programs
The Arellano’s consumer behavior model
three groups
Processing variable
Psychological aspects
perceptions
motivation
feeling
personality
lifestyle
Result variable
Buying behavior
Influence variable
Economic
Commercial
Social
Biological
Digital Marketing as a tool - consumer behavior
inclusion of young people in
personalization
development of particular proposals
consumption
companies with solid values
luxury brand
to acquire personality
sense of rebellion
to acquire status
to acquire identity
attracted to brands with solid values
attracted young people through
e-coupons and discounts
participate in marketing research
e-mail
mobile connections
blogs
allow to co-create