Essays on Generation Y and Marketing Research Proposal

Download full paperFile format: .doc, available for editing

The paper "Generation Y and Marketing" is an outstanding example of a marketing research proposal.   Generation y is the generation that is born between 1980 and 1999. This generation is subjected to a social environment of overprotection that has caused them to stay longer in their parents’ homes. Hogeboom (2004) says this generation is found to be a job-hopping a lot as they seek the perfect opportunity to fully exploit their potential. This generation has seen a great deal of technological advancement and is fully technologically savvy. They have the quickest access to information that has ever been seen in the world.

The level of social interconnectivity is also highly advanced which makes it almost impossible to hold this generation down. Kaylene & Stanislaus (2005), say that Marketing to generation Y is tricky as they have diversity in what appeals to them. The attraction should reflect what they value and be presented in a way they want to see. This has heightened the need for research on the most effective way of attraction. Big brands such as Coca-Cola have employed the marketing strategy where they position themselves as more than a profit-seeking organization.

Instead, the brand appeals by its originality, refreshment and classic position in the market and has earned a global adoration from all generation Y’ s. The marketing strategy should therefore be more attractive to generation Y if it has an emotional appeal and represents personal freedom. Socially, the quest for personal freedom is attributed to their borderless upbringing. The overprotective nature of their parents has left them seeking an emotional appeal from the brands they associate with. The marketing strategy adopted should develop the brand and not its generic products (Arnould and Craig 2005).

In this way, generation Y will be attracted to the empowering effect of associating with the brand. By marketing the brand the aspects of ease and flexibility of use will be most attractive to generation Y.

References

Arnould, Eric J. and Craig J. Thompson (2005), “Consumer Culture Theory (CCT): Twenty Years of Research,” Journal of Consumer Research, 31 (March), 868–82.

Cohen, Joel B. (1980), “Promoting Interdisciplinary Consumer Research: Institutional and Discipline-Based Criteria and the Faculty Reward Problem,” in Advances in Consumer Research,Vol. 7, ed. Jerry C. Olson, Ann Arbor, MI: Association for Consumer Research, 46–48. http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=9646

Friestad, Marian and PeterWright (1994), “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,” Journal of Consumer Research, 21 (June), 1–31.

Kaylene C. Williams, Stanislaus Robert A. Page (2005), “Marketing to the Generations”, Journal of Behavioral Studies in Business 31, 7-14 http://www.aabri.com/manuscripts/10575.pdf

Moore, M., and Carpenter, J.M. (2008), “Intergenerational Perceptions of Market Cues

among US Apparel Consumers,” Journal of Fashion Marketing and Management, 12(3).

McLeod, E. (2009), “The Use (and Disuse) of Mobile Phones by Baby Boomers,” International Journal of Emerging Technologies and Society, 7(1), 28-39. http://www.swinburne.edu.au/hosting/ijets/journal/V7N1/vol7num1-article3.html

Robert Hogeboom (2004) generation y brand strategy http://www.marketingprofs.com/print.asp?source=/4/hogeboom2.asp

Spire Research (2010) Generation Y and Z Is marketing to the young all about technology Spire Research and Consulting Pte Ltd

http://www.spireresearch.com/spire-journal/archives/generation-y-and-z/

Download full paperFile format: .doc, available for editing
Contact Us