Generation Y: Purchasing Power and Implications for Marketing. - Academy of Marketing Studies Journal

Generation Y: Purchasing Power and Implications for Marketing.

By Academy of Marketing Studies Journal

  • Release Date - Published: 2002-01-01
  • Book Genre: Business & Personal Finance
  • Author: Academy of Marketing Studies Journal
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Generation Y: Purchasing Power and Implications for Marketing. Academy of Marketing Studies Journal read online review & book description:

ABSTRACT The study examines the buying habits of Generation Y The sheer size of the market of some 80 million strong makes it worth the attention of any retailer. The difference between Generation Y's purchasing power and Generation X's purchasing power is amazing. The income of the younger generation is used for more than just entertainment purposes, such as toys, but also for more adult-like purchases, such as stock. The researchers sought to determine what impact this had on the market compared to Generation Xers.

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