NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS

A. Budac
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A. Budac: Lucian Blaga University of Sibiu, Sibiu, Romania

Вестник Киевского национального университета имени Тараса Шевченко. Экономика., 2015, vol. 30, issue 171, 6-10

Abstract: t 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 mid-1990s 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: generation Z; digital; audience; brands; loyalty. (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:scn:pnoeeq:171a1

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