Generation X And Y Influence In Brand Selection

Introduction This research is to determine does purchasing behavior of generation X and Y influence in brand selection. It is important to understand the different generation cohort will affect the purchasing behavior in brand selection. According to (Jeddi, 2013) Purchasing behavior is the act and decision processes of consumer involved themselves in purchase a product or services. (Fernandez, 2009)In advanced technology of 20th century, a brand can define as a name, design, symbol, phrase or combination of these identity used to identify how differ a product to the competitor. The factor of considering in brand purchasing can divided by two category which is extrinsic or intrinsic. The intrinsic can include the factor of feeling, emotion.

In general, generation Y are self-absorbed, they have a strong sense of independence. Most importantly, they are image driven and wanting to associate themselves with image by making a statement. By patronizing a better, higher end, or a new-in-trend restaurant would associate with their image. Generation Y have a great need of acceptance by their peers and wanting to fit into the group of peers. Therefore, they are easily influenced by the people around them. When one person patronize a restaurant and post it on social media, high chances their friends from generation Y will patronize this restaurant as well to fit in and to associate themselves with the image. (Parment, 2013)

Generation X is very different when it comes to selecting a brand when it comes to generation Y. Generation Y is different in characteristics and ways they are able to be influenced to be leaded to choose the restaurant. In general, generation X values benefits and long term loyalty. Generation Y are not as loyal to a brand as compared to generation X, but they are image driven and wanting themselves to associate themselves with the current trend and acceptance by peers. (Parment,

It is necessary that they know what the features are. They will also usually go for products that are specifically designed for the purpose and are unique. Advertising on the other hand, does not usually work for generation X, as they think it is not transparent enough for what they are signing up for. Give generation X sufficient information and educate them and lead them into buying would be a better way. Treat generation X as a consultant rather than a customer or seller. (William & Page N.A)

Generation X are more to thee “straight to the point” customer, they want to know all the information as transparent as possible, no hidden charges. All the price and terms and condition stated clearly would lead them to purchase from the brand. Group events such as fairs and exhibitions are better at targeting generation X. These method are good as it will attract their attention naturally and with the assistance of positive word-of-mouth would often correspond to decision making. When it comes to social media, generation X are taking technology advancement just as fast as the newer generations, but they would respond better with a direct approach such as personal messages or direct mail rather than a post on the social media. (William & Page