Next generations of consumers – challenges and opportunities for brands

Budac Adriana-Camelia
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Budac Adriana-Camelia: Lucian Blaga University of Sibiu, Sibiu, Romania

Bulletin of Taras Shevchenko National University of Kyiv. Economics. Вісник Киiвського нацiонального унiверситету iм. Тараса Шевченка. Серiя: Економiка, 2015, issue 6 (171), 6-10

Abstract: Young people are a heterogeneous public, characterized by a lack of patience and attention, eager to learn more about things but without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The young are also the most desirable audience for brands, in terms of long-term loyalty but also the most difficult to deal with and to be convinced. Thus, the present study aims to define the characteristics of the generation Z that includes people born between the mid1990s and 2010, in comparison with its previous generations: Baby Boomers, X, Y and some proposals on how brands might make themselves useful for this audience.

Keywords: покоління Z; цифровий; аудиторія; бренди; лояльність; поколение Z; цифровой; аудитория; бренды; лояльность (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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