Original scientific paper
https://doi.org/10.1515/aet-2017-0002
GENDER DIFFERENCES AND CONSUMER BEHAVIOR OF MILLENNIALS
Kraljević Radojka
; Libertas International University
Zrinka Filipović
; Libertas International University
Abstract
Millennial generation is considered the largest and best educated and therefore presents challenges to marketers. This paper aims to examine the gender differences in consumer behaviour of students - generation y. The study identifies gender differences in purchase behaviour, loyalty, price sensitivity and shopping habits. The empirical analysis is based on data obtained from a student survey (N=118; M= 40, 68 %, F= 59, 32 %). The data were analysed using chi-square test. Our findings suggest that women are more sensitive to price than men. They also belong more to the loyalty programs and use more loyalty awards schemes. Although the millennial generation has the reputation for being digital our study shows that they actually like visiting the stores instead of shopping online although the statistically significant difference is not found.
Keywords
Millennials; Consumer behaviors; Gender; Purchasing; Loyalty
Hrčak ID:
180770
URI
Publication date:
3.5.2017.
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