University of Southern California illustrated the source of information that can be acquired through internal and external factors. Memories of the previous café experiences and the satisfaction rates can equip the internal information for these individuals. However, a research shows that the majority of Generation Y can not obtain a decision independently (Robinson, 2012). According to the survey, 75 percent of the respondents seek information through the crowdsourcing analysis, such as the World of Mouth from family and friends, then followed by the social website and newspapers or magazines.
The dynamic friendship among Gen Y may shape one’s decision making. Out of the twenty respondents, seventeen respondents choose to go to café with their friends. It can be seen that other than the personal purpose, the activity of chatting among these individuals are also beneficial to provide information. This is due to the share of reviews that they perceive as more credible than advertising (Smith, 2012). With the advancement of technology, Generation Y finds it can ease them in finding information for the alternatives, especially from the social media like Facebook, and Instagram. It is proven by the percentage of nearly 90 percent of Gen Y who uses the social media more than other generations (Millennial Marketing, 2013). The café selection is empowered by the individual’s characteristic and personality. For example, the image that is provided by visiting a café. After all, the purchase decision highly depends on the individuals’ mood state and the affordability of the product.
Reference List
Robinson, A. and profile, V. (2012). Generational Interchanges™: A Guide for Managing Millennials - Decision Making. [online] Interchangegroup.blogspot.com. Available at: http://interchangegroup.blogspot.com/2012/06/guide-for-managing-millennials-decision.html [Accessed 31 May. 2014].
Consumerpsychologist.com, (n.d.). Consumer Behavior. [online] Available at: http://www.consumerpsychologist.com/intro_Consumer_Behavior.html [Accessed 31 May. 2014].
Smith, K. (2012). Longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer Marketing, [online] 29(2), pp.86-92. Available at: http://www.emeraldinsight.com/journals.htm?issn=0736-3761&volume=29&issue=2&articleid=17021129&show=html [Accessed 31 May. 2014].
Millennial Marketing, (2013). How do Millennials behave on social, mobile and the web? | Millennial Marketing. [online] Available at: http://millennialmarketing.com/2013/04/how-do-millennials-behave-on-social-mobile-and-the-web/ [Accessed 31 May. 2014].
Blackwell, Roger D., Miniard, Paul W., Engel, James F., Pai, Diching., Norjay, Mohd. Yasin and Wan Jooria, Hood (2012). Consumer Behavior; Cengage Learning Asia Pte Ltd.
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