Determinants of the buying behavior of Generation Y
Determinants of the buying behavior of Generation Y

Summary/Abstract: Generation Y (born between 1980-1995) represents a generation of questions and questioning. It has some common features such as sharing life values, listening to the same music, being familiar with the same cultural programs and sharing a common language – despite of being born in different continents and countries with different traditional cultures. From the point of view of marketing communication, this generation represent both the target group and an important challenge. Buying behavior and decision making is not transparent and buying behavior determinants have to be explored. The paper therefore deals with the formulation and identification of factors that influence substantially the buying behavior of Generation Y with the aim to identify the effective and efficient method of marketing communication.

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