Razzaq, Abdur (2019) Abdur Razzaq Peer Review: Millenial Consumers. Quarterly, East China Normal University, China.
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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: | Other |
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| Subjects: | 300 Ilmu sosial, Sosiologi dan Antropologi > 300 Ilmu Sosial (Umum) |
| Depositing User: | Abdur Razzaq |
| Date Deposited: | 25 Feb 2020 04:09 |
| Last Modified: | 25 Feb 2020 04:09 |
| URI: | http://repository.radenfatah.ac.id/id/eprint/6462 |
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