Gender Differences and Consumer Behavior of Millennials

Kraljević Radojka () and Filipović Zrinka ()
Additional contact information
Kraljević Radojka: Ph.D. in Psychology, Assistant Professor, Libertas International University, Zagreb, Croatia
Filipović Zrinka: M.Sc, Lecturer, Libertas International University, Zagreb, Croatia

Acta Economica Et Turistica, 2017, vol. 3, issue 1, 5-13

Abstract: Millennial generation is considered the largest and best educated and therefore presents challenges to marketers. This paper aims to examine the gender differences in consumer behaviour of students - generation y. The study identifies gender differences in purchase behaviour, loyalty, price sensitivity and shopping habits. The empirical analysis is based on data obtained from a student survey (N=118; M=40, 68%, F=59, 32%). The data were analysed using chi-square test. Our findings suggest that women are more sensitive to price than men. They also belong more to the loyalty programs and use more loyalty awards schemes. Although the millennial generation has the reputation for being digital our study shows that they actually like visiting the stores instead of shopping online although the statistically significant difference is not found.

Keywords: Millennials; consumer behaviors; gender; purchasing; loyalty (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://doi.org/10.1515/aet-2017-0002 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:acectu:v:3:y:2017:i:1:p:5-13:n:2

DOI: 10.1515/aet-2017-0002

Access Statistics for this article

Acta Economica Et Turistica is currently edited by Boris Vukonić

More articles in Acta Economica Et Turistica from Sciendo
Bibliographic data for series maintained by Peter Golla ().