NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS
Journal Title: Вісник Київського національного університету імені Тараса Шевченка. Економіка. - Year 2015, Vol 6, Issue 171
Abstract
Young people are a heterogeneous public, characterized by a lack of patience and attention, eager to learn more about things but without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The young are also the most desirable audience for brands, in terms of long-term loyalty but also the most difficult to deal with and to be convinced. Thus, the present study aims to define the characteristics of the generation Z that includes people born between the mid- 1990s and 2010, in comparison with its previous generations: Baby Boomers, X, Y and some proposals on how brands might make themselves useful for this audience.
Authors and Affiliations
Adriana-Camelia Budac
Keywords
Related Articles
- EP ID EP244148
- DOI 10.17721/1728-2667.2015/171-6/1
- Views 64
- Downloads 0
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