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Generation Y Essay

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Generation Y and the influencing factors of consumer behavior

Apart from the factors mentioned above, that is the public and the media (Cui 2003). There are others factors as well, which influence the purchasing behavior of this generation. That is one of the most influencing factors which influence this generation is the brand image (Ha 2004). This generation is brand conscious when it comes to their usage of technology especially smart phones (Ha 2004). The Generation Y customers have their own set of special attitude toward the brands and in comparison with the previous generation, they are more connected with factor of creating a brand image. For example owing the latest IPhone or Samsung galaxy is like creating a brand image for this …show more content…

Springer Berlin Heidelberg,) (Lee 2010). This model shows the various mechanisms involved in the consumer decision making, it went through a number of modifications to emphasis the interrelationship between the stages involved in the consumer descision making process. This model consists of five parts information input, information processing, decision process stage, decision process variables, and external influences (Monsuwé, Toñita & Ruyter …show more content…

In this stage, the consumer evaluates the various available alternatives, which in return affects the purchase intention. The next stage is the choice and purchase, which gets impacted by individual differences. The fourth stage is the decision process variable stage which proposes the individual influences and affects the various stages involved in the decision making process (Kim 2002). Finally the fifth stage in this decision making model is the external influence stage, this stage proposes an environmental and situational influences that affects the purchaser and his decision making process. Nonetheless, the environmental influencing factors may vary depending on the surrounding of the consumer like the culture sub-culture, financial status, need and requirement, social class, reference groups, family and other normative (Singhi & Shukla

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