A Review of the Specific Characteristics of the Generation Y Consumer
A Review of the Specific Characteristics of the Generation Y Consumer

Summary/Abstract: Generation Y (consisting of individuals born between 1980-2000), is slowly becoming the largest consumer segment in history, with a huge impact on the world economy, due to its number of representatives and their increasing buying power. That‘s why generation Y is an extensively covered subject in the scientific literature, in fields such as economics, sociology, as well as psychology and human resources. Generation Y is also one of the most challenging consumer segments to target in marketing practice. In this context, a question arises: which are those distinctive generation Y characteristics that have turned this generation into such an interesting research topic and marketing challenge? Furthermore, returning to the academic field, it‘s very difficult to identify a study of the generation Y specific traits in the Romanian academic literature. Therefore, this article aims to firstly answer the above mentioned question, as well fill the gap in the Romanian literature by highlighting a set of specific characteristics of generation Y. Based on an extensive literature review, this article will detail a number of theoretical concepts, regarding the millenial‘s specific traits, values, decision-making system, purchase and consumption behaviors.

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