Millennials Consumers' Behaviors between Trends and Experiments

Anshari, Muhammad and Alas, Yabit and Razzaq, Abdur and Shahrill, Masitah and Lim, Shamimi Ariff (2019) Millennials Consumers' Behaviors between Trends and Experiments. Millennials Consumers' Behaviors between Trends and Experiments, 9 (4). p. 16. ISSN 2155-7136

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Abstract

Millennial consumer behaviors approach purchasing or shopping things differently when compared to what earlier generations encountered. Each generational cohort shares a common technological, social, political, historical, and economic environment that shapes and distinguishes them from one another and the millennial generation is using social media as a shopping platform. Technology advancement has become far more user-friendly during millennials' lifetimes, as they are attached to the social media given that it has become a platform that is utilized to communicate and shop. The aim of the study is to look at the characteristics of consumers' behaviors as it has a huge impact on the development of new business strategies. This article provides an analytical framework of millennial consumers' behaviors based on previous studies along with data collected from a focus group discussion. The study finds that millennials are more confident compared to earlier generations, more willing to be experimented on and willing to experiment, and are fashionable trend-wise. In terms of technology adoption, millennials have adopted technology as a way of life which makes full use of its functions ranging from communication to entertainment and optimized social media presence is essential for brands that are targeting millennials.

Item Type:	Article
Subjects:	?? ZA4050 ??
Depositing User:	Abdur Razzaq
Date Deposited:	14 Nov 2019 01:44
Last Modified:	14 Nov 2019 01:44
URI:	http://repository.radenfatah.ac.id/id/eprint/5044

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