Purchase Behaviours of Generation Y

Alina Oczachowska

doi:10.17951/h.2020.54.1.67-75

Abstract

<p>The purpose of this article is to verify the hypothesis related to the possibility to meet the needs of young consumers who are both capricious and unreliable in their purchase choices. This article concerns the values by which Generation Y are driven, as well as their life purposes, consumption-related behaviours, factors that have an impact on their choice of product, and differences between traditional purchases and ones made over the Internet. The sense of involvement in purchase, planning and satisfaction from the purchase were all analysed in this paper.</p>

Highlights

New generations differ from previous generations in the way in which they evaluate their life goals as well as their behaviours
Their behaviours concerning the purchase of goods are interesting because the development of technology and consumerism means that there are many different ways that people can make purchases, and the purchase and consumption of goods is central to the overall ethos of Generation Y
Generation Y tend to be interested in their personal development and in purchasing well-known brands both in traditional shops and online

Summary

Introduction

New generations differ from previous generations in the way in which they evaluate their life goals as well as their behaviours Their behaviours concerning the purchase of goods are interesting because the development of technology and consumerism means that there are many different ways that people can make purchases, and the purchase and consumption of goods is central to the overall ethos of Generation Y. This generation is internally diversified by the environment in which they grew up in, as well as their life experiences and their financial resources. It aims to determine whether it is true that Generation Y’s main goal in life is purchasing, whether the present purchasing behaviour of this generation is focused on online purchases, and whether they find their information for a particular product

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Conclusion