What drives college-age Generation Y consumers?
Abstract
null null Generation Y (individuals ages 14–31 in 2008) are in the marketplace with the numbers and the purchasing power to have an unprecedented impact on the economy. Despite the potential of this group as a whole, especially the middle-aged members of this generation (ages 18–22) who are in the highly coveted college-student market, much is unknown about the motivations behind these individuals' consumption behavior and preferences. This...
Paper Details
Title
What drives college-age Generation Y consumers?
Published Date
Jun 1, 2009
Journal
Volume
62
Issue
6
Pages
617 - 628
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