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International journal of multidisciplinarity in business and science, Vol. 7 No. 11, 2021.

Preliminary communication

GENERATION Y PERCEPTION AND SATISFACTION IN ONLINE PURCHASING PROCESS

Ivan Kelić ; University of Josip Juraj Strossmayer in Osijek, Faculty of Economics, Osijek, Croatia

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Abstract

Given current trends, the Y generation is the most potent part of the market because of its strength in the form of economic and technological knowledge. The purpose of the research is to understand and determine Generation Y’s behavior in the online purchasing process, i.e. how they absorb information during the purchasing process. For the purposes of this study, a survey was conducted by surveying respondents - members of Generation Y. The study aimed to examine the preferences and attitudes of members of Generation Y and determine which characteristics are essential when choosing a product or service—making a decision when buying. The research results indicate that, in order for a business entity to be as successful as possible, it is crucial to identify and determine the purchasing patterns of Generation Y. This generation is self-aware and individualistic. Marketing messages aimed towards it, therefore, require efficiency, self-realization, and innovation in advertising, as the observed generation is technologically more advanced compared to previous generations. Although the paper conducted a primary study on members of Generation Y, it is necessary to point out that this generation includes a population in the span of over 20 years. Some individuals from this population are a part of consumer society, while certain individuals are just entering their crucial consumer period. Research results indicated that the members of Generation Y want different and innovative products, i.e. products that stand out from the usual products on the market and that are partly personalized. It is necessary to state how they search for information about products via the Internet, social networks, and mobile applications, which are their primary source of information, so they differ from other segments in terms of technological competencies.

Keywords

generation y; consumer behavior; marketing research

Hrčak ID:

260171

URI

https://hrcak.srce.hr/260171

Publication date:

9.7.2021.

Article data in other languages: croatian

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