Analytical View of the Change in the Consumer Behaviour of the Millennials Generation
Analytical View of the Change in the Consumer Behaviour of the Millennials Generation

Summary/Abstract: Digital technologies are increasingly becoming an important part of the lives of many people of all generations. Their results are reflected in changes in the ways of doing business, as well as human existence. The world of the new population is inevitably mobile. A self-confident generation, which has no barriers and whose values and interests are the result of the dominant influence of globalization, is significantly different in comparison with its predecessors. The online world is a natural communication environment, which fully integrates. The amount of information available and the new technologies that make it an essential part of the consuming real-life consciousness create a demanding consumer whose standard marketing practices are far from perfect. Nowadays, when the world is global, digital, integrated, mobile, it is essential to access generations that represent the greatest purchasing power. The objective of this article is therefore to describe the current trends and consumer preferences of a new generation called the Millennials. Based on many research studies and analyses, it is the priority of the article to identify the consumer behaviour of this population group to help businesses better understand their needs and requirements.

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