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Generational Marketing:  Generation Y and Consumer Behaviour
Stockholm University, Faculty of Social Sciences, School of Business.
2011 (English)Conference paper (Refereed)
Abstract [en]

This paper deals with the study of generations for marketing purposes, mirroring a belief that

the generation dimension has been underemphasized in marketing research and practice. It

has been suggested that generational cohorts are superior to age as segmentation variable.

However, as this paper emphasizes, understanding characteristics of and differences across

generations brings advantages into many areas of marketing.

The results are based on a model that deals with four levels of analysis: society and its

dominant values, the market environment, the social environment and individuals.

Generation Y and their role in consumer markets is used as an empirical example and

illustration. Data on Generation Y are contrasted with data on Baby Boomers, individuals

born . The paper reveals some crucial characteristics of the Generation Y cohort. Individuals

belonging to this generational cohort, born between 1978 and 1990, have grown up in a

branded society overcrowded with commercial messages and a never-ending supply of choices

and opportunities. In consumer markets, they are demanding, aware of their rights and their

loyalty is limited. They see brands as an integrated part of consumption and personal imagebuilding.

Producers, on the other hand, struggle with intensive competition and

manufacturing overcapacity in many industries. The study presents some challenging

implications of how companies can benefit from considering Generation Y in product

development, market communication and the choice of marketing channels. Moreover, by

contrasting Generation Y and Baby Boomers, critical dimensions of a generational marketing

approach are suggested.

Place, publisher, year, edition, pages
2011. 1-22 p.
Keyword [en]
Generation Y, generational marketing, generational cohorts, babyboomers
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-69386OAI: diva2:476513
Available from: 2012-01-12 Created: 2012-01-12 Last updated: 2012-01-13Bibliographically approved

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ReferencesLink to record
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