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Full-Text Articles in Business
An Exploratory Study Of Generational Coffee Preferences, Lindsey Falkner
An Exploratory Study Of Generational Coffee Preferences, Lindsey Falkner
Honors College Theses
This research focuses on generational differences in preferences towards coffee-style beverages. The aim of this research is to provide recommendations to marketers within the saturated coffee industry. An online exploratory study was conducted with two-hundred and fifty-two participants from Amazon Mechanical Turk. The results show that differences exist between the coffee preferences across all generations, especially when it comes to the current trends (e.g., premiumization, convenience, and sustainability). Further, the results reveal several factors that may cause these generational differences. Finally, the study explored several ways that marketers in the coffee industry can appeal to different generations’ preferences, especially utilizing …
Status Consumption And The Millennial Consumer: An Exploratory Study, Angelina Heugel
Status Consumption And The Millennial Consumer: An Exploratory Study, Angelina Heugel
Honors College Theses
This paper focuses on millennial consumers’ perceptions about the motivation to purchase luxury and status items for the young working professional. It defines and addresses the relationship between status symbols and what drives the millennial generation’s purchases and desires to purchase. Research was conducted through a detailed literature review, qualitative pre-test and focus group. Through the pre-test, themes of luxury and status items were found. Common product categories to represent status items included: accessories, clothing, technology, travel, pet ownership, home ownership, expensive cars, and entertainment. The focus group was conducted in a classroom setting discussion with thirty students. Students participating …
Y And How: Strategies For Reaching The Elusive Generation Y Consumer, Angela Hughes
Y And How: Strategies For Reaching The Elusive Generation Y Consumer, Angela Hughes
Honors College Theses
Generation Y is poised to take over as the largest and most lucrative consumer group for marketers, a position that has long been held by the Baby Boomer generation. Generation Y, however, differs greatly from the Baby Boomers in their consumer behavior. This will lead marketers to have to find new and innovative ways to market to this large market. In finding new ways to market to this generation, marketers must have a clear and distinct understanding of who they are trying to reach. While this information used to be readily available through the use of demographics, since the members …