Consumer Behaviour Case Study
Consumer Behaviour Case Study
Case Study 11.2 ‘’Generation Y Grows Up?”
Questions:
1. Generation Y is the subculture that watches the least amount of television and therefore are not expose to as many commercials as other groups. What can marketers do to effectively communicate with this group?
To effectively communicate with a subculture as adaptive and flexible as Generation Y a marketer must firstly research what type of media the group commonly use to both gain information and relax to.
Once this is found then marketers should look into penetrating this communication media in order to reach Generation Y and be able to expose them to advertising materials.
For example YouTube is a popular alternative to television for the Generation Y population. This form of media has already been targeted by advertising groups with a 10 second commercial having to be played every time you watch a certain length clip on the website.
2. It is commonly known that generation Y is living with their parents much longer than either the baby boomers or generation X. As a result there are many more households where there are adults living in a parental environment. What are the longer term implications of this in terms of decision making?
Due to Generation Y living at home with their parents for longer periods before moving out this will give them a disadvantage compared to other generations before them who moved at out a young age and took control of their lives. Implications on decision making include the inability to be self-sustainable such as being able to cook and care for one’s self. As well as the trend to always turn to gen X or the Baby Boomers whenever something happens that Gen Y cannot understand. This leads to adult immaturity as gen Y moves out into the workforce.
Although living with your parents for an extended period of time wouldn’t be overly detrimental to decision making as the advice gen Y receives from older generations can sometimes
Case Study 11.2 ‘’Generation Y Grows Up?”
Questions:
1. Generation Y is the subculture that watches the least amount of television and therefore are not expose to as many commercials as other groups. What can marketers do to effectively communicate with this group?
To effectively communicate with a subculture as adaptive and flexible as Generation Y a marketer must firstly research what type of media the group commonly use to both gain information and relax to.
Once this is found then marketers should look into penetrating this communication media in order to reach Generation Y and be able to expose them to advertising materials.
For example YouTube is a popular alternative to television for the Generation Y population. This form of media has already been targeted by advertising groups with a 10 second commercial having to be played every time you watch a certain length clip on the website.
2. It is commonly known that generation Y is living with their parents much longer than either the baby boomers or generation X. As a result there are many more households where there are adults living in a parental environment. What are the longer term implications of this in terms of decision making?
Due to Generation Y living at home with their parents for longer periods before moving out this will give them a disadvantage compared to other generations before them who moved at out a young age and took control of their lives. Implications on decision making include the inability to be self-sustainable such as being able to cook and care for one’s self. As well as the trend to always turn to gen X or the Baby Boomers whenever something happens that Gen Y cannot understand. This leads to adult immaturity as gen Y moves out into the workforce.
Although living with your parents for an extended period of time wouldn’t be overly detrimental to decision making as the advice gen Y receives from older generations can sometimes
References: -Proserpio, L., & Gioia, D. A. (2007). Teaching the virtual generation. Academy of Management Learning & Education, 6, 69-80. -Wolf, G. (1996, January). The wisdom of Saint Marshall, the holy fool. Wired, 4, 124. -Jones Lang LaSalle IP, Inc. (2002). Gen Y and the Future of Mall Retailing [Online]. Available:http://www.jllretail.com/NR/rdonlyres/4420B744-4281-422E-978C- -Barnikel, Markus (2005), “Generation Y Media -Christina P. O’Neill (September, 2009) http://www.pntmarketingservices.com/pntsite/node/87 - Accessed 8/03/2011 -Yanli Cui, Elizabeth S