Millennial (Gen Y) Consumer Behavior Their Shopping Preferences and Perceptual Maps Associated With Brand Loyalty

Guven Ordun

Abstract


Every generation has it’s own characteristics. They have been affected by the changes of world and vice a versa they changed the world. Soon a new generation will rule the world and we have to prepare for it. Huge amount of information is now as distant as a cellphone. The old standards and ways should be redesigned and adapted to the new demands. The pessimistic point of view towards the millennial generation evaluates them as lazy, irresponsible, impatient, apathetic, selfish, disrespectful and even lost. But from the optimistic view they are labeled as open minded, social, innovative, energetic, ambitious, confident, motivated and smart. There seems to be one common idea; they love to buy. Consumer behavior is the main field and source for Customer Relationship Management (CRM) programs. It is important to evaluate and understand the patterns and motives behind shopping attitude. The main purpose of this research is to find out if the shopping patterns of the millennials are different from other generations. The secondary purpose of the study is to analyze if brand loyalty of millennials is associated with any other elements related to purchasing behavior.


Keywords


Millenials; Generation Y; Shopping Preferences; Brand Loyalty; Perceptual Maps JEL classification: D03, D12, M31

Full Text:

PDF

References


Auty, S., & Elliott, R. (1998). Fashion involvement, self-monitoring and the meaning of brands. Journal of Product & Brand Management, 7(2), 109-123.

Alan, A. E., Eyuboğlu, E., & Maltepe, I. (2012). 11th International Marketing Trends Congress 19-21th January. Venice-Italy.

Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of occupational psychology, 63(1), 1-18.

Barton, C., Fromm, J., & Egan, C. (2012). The Millennial consumer: Debunking stereotypes. The Boston Consulting Group, 16.

Baumgartner, H., & Steenkamp, J. B. E. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121-137.

Belleau, B. D., Summers, T. A., Xu, Y., & Pinel, R. (2007). Theory of reasoned action purchase intention of young consumers. Clothing and Textiles Research Journal, 25(3), 244-257.

De Cannière, M. H., De Pelsmacker, P., & Geuens, M. (2009). Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior. Journal of Business Research, 62(1), 82-92.

Deal, J. J., et al. (2010). Millennials at work: What we know and what we need to do (if anything). Journal of Business and Psychology, 25(2), 191-199.

Der Hovanesian, M. (1999). Spending it, investing it–coming on strong: The children of the baby boomers are affecting spending and investing as significantly as their parents did; the similarity ends there. Wall Street Journal, 12.

Duffy, D. L. (2003). Internal and external factors which affect customer loyalty. Journal of Consumer Marketing, 20(5), 480-485.

Espinoza, C., Ukleja, M., & Rusch, C. (2010). Managing the Millennials: Discover the core competencies for managing today’s workforce. John Wiley and Sons.

Fabrigar, L. R., MacDonald, T. K., & Wegener, D. T. (2005). The structure of attitudes. The Handbook of Attitudes, 79-124.

Hewlett, S. A., Sherbin, L., & Sumberg, K. (2009). How Gen Y and boomers will reshape your agenda. Harv Bus Rev, 87(7-8), 71-6.

Hole, D. (2010). Talking about whose generation? The Talent Paradox: A 21st Century Talent and Leadership Agenda,

98.

Huang, J. J., Tzeng, G. H., & Ong, C. S. (2005). Multidimensional data in multidimensional scaling using the analytic network process. Pattern Recognition Letters, 26(6), 755-767.

Hume, M. (2010). Compassion without action: Examining the young consumers consumption and attitude to sustainable consumption. Journal of World Business, 45(4), 385-

394.

Jackson, V., et al. (2011). Mall attributes and shopping value: Differences by gender and generational cohort. Journal of Retailing and Consumer Services, 18(1), 1-9.

Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 1-

9.

Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management.

Jorgensen, B. (2003). Baby boomers, generation X and generation Y? Foresight, 5(4), 41-49.

Kotler, P., Keller, K. L., Ancarani, F., & Costabile, M. (2014). Marketing management 14/e. Pearson.

Lachance, M. J., Beaudoin, P., & Robitaille, J. (2003). Adolescents’ brand sensitivity in apparel: Influence of three socialization agents. International Journal of Consumer Studies, 27(1), 47-57.

Lazarevic, V., (2012). Encouraging brand loyalty in fickle generation Y consumers. Young Consumers, 13(1), 45-

61.

Leung, L. (2003). Impacts of net-generation attributes, seductive properties of the internet, and gratifications-obtained on internet use. Telematics and Informatics, 20(2), 107-129.

Li, N., & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 Proceedings, 74.

Martin, C. A., & Bush, A. J. (2000). Do role models influence teenagers’ purchase intentions and behavior? Journal of Consumer Marketing, 17(5), 441-453.

Ng, E. S., Schweitzer, L., & Lyons, S. T. (2010). New generation, great expectations: A field study of the millennial generation. Journal of Business and Psychology, 25(2), 281-292.

Noble, S. M., et al. (2009). What drives college-age generation Y consumers? Journal of Business Research, 62(6), 617-628.

Nusair, K. K., et al. (2011). Building a model of commitment for generation Y: An empirical study on e-travel retailers. Tourism Management, 32(4), 833-843.

Parment, A. (2013). Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of Retailing and Consumer Services, 20(2), 189-199.

Research Center. (2010). Millennials: A portrait of generation next: Confident, connected, open to change. Pew

Reisenwitz, T. H., & Iyer, R. (2009). Differences in generation X and generation Y: Implications for the organization and marketers. The Marketing Management Journal, 19(2), 91-103.

Ryder, N. B. (1965). The cohort as a concept in the study of social change. American Sociological Review, 843-861.

Söderlund, M. (2006). Measuring customer loyalty with multi‐item scales. International Journal of Service Industry Management, 17(1), 76-98.

Sullivan, P., & Heitmeyer, J. (2008). Looking at gen Y shopping preferences and intentions: Exploring the role of experience and apparel involvement. International Journal of Consumer Studies, 32(3), 285-295.

Tulgan, B. (2009). Not everyone gets a trophy: How to manage generation Y. John Wiley & Sons.

Wang, C. L., Siu, N. Y., & Hui, A. S. (2004). Consumer decision-making styles on domestic and imported brand clothing. European Journal of Marketing, 38(1/2), 239-252.

Wickelmaier, F. (2003). An introduction to MDS. Sound Quality Research Unit, Aalborg University, Denmark.

Yarrow, K., & O’Donnell, J. (2009). Gen buy: How tweens, teens and twenty-somethings are revolutionizing retail. John Wiley and Sons.

Young, K. E., & Kim, Y. K. (2004). Predicting online purchase intentions for clothing products. European journal of Marketing, 38(7), 883-897.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of marketing, 2-22.




DOI: http://dx.doi.org/10.3968/%25x

Refbacks

  • There are currently no refbacks.


Copyright (c)



Reminder

  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

Online Submission: http://cscanada.org/index.php/css/submission/wizard

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
  • We only use four mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; office@cscanada.net; ccc@cscanada.net; ccc@cscanada.org

 Articles published in Canadian Social Science are licensed under Creative Commons Attribution 4.0 (CC-BY).

 

Canadian Social Science Editorial Office

Address: 1020 Bouvier Street, Suite 400, Quebec City, Quebec, G2K 0K9, Canada.
Telephone: 1-514-558 6138 
Website: Http://www.cscanada.net; Http://www.cscanada.org 
E-mail:caooc@hotmail.com; office@cscanada.net

Copyright © Canadian Academy of Oriental and Occidental Culture