Millennials Consumers' Behaviors between Trends and Experiments

Muhammad Anshari, Yabit Alas, Abdur Razzaq, Masitah Shahrill and Syamimi Ariff Lim
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Muhammad Anshari: Universiti Brunei Darussalam, Brunei
Yabit Alas: Universiti Brunei Darussalam, Gadong, Brunei Darussalam
Abdur Razzaq: Universitas Islam Negeri Raden Fatah Palembang, South Sumatra, Indonesia
Masitah Shahrill: Universiti Brunei Darussalam, Gadong, Brunei Darussalam
Syamimi Ariff Lim: Universiti Brunei Darussalam, Gadong, Brunei Darussalam

International Journal of Cyber Behavior, Psychology and Learning (IJCBPL), 2019, vol. 9, issue 4, 45-60

Abstract: Millennial consumer behaviors approach purchasing or shopping things differently when compared to what earlier generations encountered. Each generational cohort shares a common technological, social, political, historical, and economic environment that shapes and distinguishes them from one another and the millennial generation is using social media as a shopping platform. Technology advancement has become far more user-friendly during millennials' lifetimes, as they are attached to the social media given that it has become a platform that is utilized to communicate and shop. The aim of the study is to look at the characteristics of consumers' behaviors as it has a huge impact on the development of new business strategies. This article provides an analytical framework of millennial consumers' behaviors based on previous studies along with data collected from a focus group discussion. The study finds that millennials are more confident compared to earlier generations, more willing to be experimented on and willing to experiment, and are fashionable trend-wise. In terms of technology adoption, millennials have adopted technology as a way of life which makes full use of its functions ranging from communication to entertainment and optimized social media presence is essential for brands that are targeting millennials.

Date: 2019
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