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Wang Gang Referral Consuming Fashion
Pages 8 (2008 words)
Wang Gang Referral Consuming Fashion Table of Contents Introduction 3 The Demographics & Psychographics of the Gen Y group 5 Demographic Characteristics of Gen Y 5 Psychographic Characteristics of Gen Y 6 Lifestyle Preferences of Gen Y 7 Key Motivations and Buying Behaviour of Gen Y 8 Future Opportunities and Challenges for a Marketer 9 Conclusion 11 References 12 Introduction Generation Y (Gen Y) principally refers to the demographic group of people born between the period of 1975 and 1995.
They expect entertaining as well as advanced technology information to be offered by the media and are further assumed to be self-centred, demanding, and hard to amalgamate with communities. Furthermore, it has often been observed that their attitude, behaviour and lifestyle are considerably different from other generations in communities (The Financial Times Ltd, 2012). Stating precisely, there are various apparent characteristics deciphered by the Gen Y group. For instance, this group is learnt to be culturally and racially diverse. Additionally, this group is regarded to be highly independent, rendering meagre consideration towards collectivism approaches. The populace belonging to the Gen Y group also feels empowered to take every requirement according to their wants indicating a higher degree of consumer bargaining power in the international context (NAS, 2006). ...
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