Gen BuY

Beschreibung

Discover the forces driving the decisions of today's most soughtafter consumers According to recent statistics, members of Generation Y shop 25percent to 40 percent more than the average consumer. In GenBuY, Yarrow and O'Donnell argue that these voracious andfearless consumers have revolutionized the way Americans shop byturning traditional sales and marketing strategies upside down.Based on solid research, the book offers an in-depth look at whatmotivates these young people to buy certain products and rejectothers. The authors reveal what makes these consumers tic-how theydefine power, why they loath manipulation, and why they rely ontechnology-and show marketers how they can tap into the buyingpower of this burgeoning group of consumers. * Shows what it takes to successfully woe and win young consumerswith purchasing power * Filled with surprising insights into the psyche of Gen Ybuyers * Written by an expert in consumer research and a well-connectedmedia consumer author Gen Buy is a must-have resource for marketers,advertisers, retailers, and manufacturers who want to understandthe new generation of consumers.

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Kit Yarrow

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Business & Management Consumer Behavior Verbraucherverhalten Wirtschaft u. Management

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Yarrow, consumer psychologist, and O'Donnell, USA Today reporter, explore the buying habits and influence of Generation Y--those born between 1978 and 2000--arguing that this cohort has become the nation's tastemaker and is revolutionizing how companies do business and how marketers reach their audience. Thanks to extensive research, including one-on-one interviews, focus groups and a national online survey, the authors offer an astute look at the motivations and influence of these powerful consumers. They show how societal shifts contributed to a generation that's strongly connected to shopping; they also present Gen Y's unique--often gendered--buying behaviors and the psychological motivations guiding its purchasing. Of particular interest is the chapter on what savvy marketers are doing to harness this group's incredible buying power. The authors also include insightful commentary from Gen-Yers themselves who underscore how different their generation is from previous ones. This enlightening book is a must-read for all who hope to keep their companies relevant and viable. (Sept.) (PublishersWeekly.com, May 2009)
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