Values and different groups

Lifestyle: who we are, what we do...
Lifestyle refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money, but in many cases it also refers to the attitudes and values attached to these behavioural patterns.

Value is a belief that some condition is preferable to its opposite. Values are general and different from attitudes in that they do not apply to specific situations only. A person's set of values plays a very important role in his or her consumption activities.

Attitudes are lasting because they tend to endure over time. They are general as they apply to more than a momentary event. Consumers will have certain attitudes to brands and products which will affect their purchasing decisions.

(Solomon et al 2006). 

What is consumer behaviour?

"Consumer behaviour is the process involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs or desires" ( Solomon et al 2006). 

Factors influencing buyer behaviour

(Kotler et al)

(Howard and Sheth 1969)

Generation Marketing

Gen Y and Generation Y Marketing

Generation Y Marketing describes a technique that promotes a brand’s products and services to consumers who were generally born between the early 80’s and mid 90’s. Sometimes called Echo Boomers or Millennials, this socially conscious and technologically savvy consumer group accounts for one quarter of the total U.S. population. People belonging to Generation Y are the highest per capita spenders and receive more of their product information from the internet than anywhere else. Embracing technology and the use of both guerilla and viral marketing tactics are the best way to reach this group.

Similar Terms:

Youth Marketing

Millennial Marketing

Echo-Boomers

iGeneration

Next Generation Marketing

http://www.fusemarketing.com/Definition_Gen_Y_Or_Generation_Y_Marketing

Advertising and The Millennial Generation.

Interesting video about how advertising almost helps the millennial generation to create their own 'identity'. It becomes a lifestyle rather than just a product, as a millennial you want the next gadget or fashionable product to conform to everyone else, but also to keep up to date and in contact with your friends.

My generation...

Millennials

1980- 1994
People aged between 15 - 32