engleski

Generation Y in Croatia: do brands really understand them?

This research analyzes the relationship of Gen Y and brands and aims to research the biggest differences and similarities this relationship has compared to Gen X. The idea of the paper is to show how childhood conditions and the development of technology affect the values and consumer habits of Gen Y and the subsequent relationship with brands, which includes purchase process, media influence, identification with the brand and brand loyalty. Given that only two of the five hypotheses set up were confirmed, the research concludes that Gen Y has more similarities than differences with Gen X when we consider consumer habits. Both generations are eager to save, pay attention to product quality, are willing to invest time in researching product features and read reviews. Accordingly, they give their loyalty to the brands that meet quality expectations and are willing to change the brand if they are dissatisfied with the product or service. Both generations do not put much confidence in bloggers and influencers and they rather listen to their close social circle when making a purchase decision. The biggest generational differences are observed when it comes to advertising as Gen Y is more influenced by modern advertising than Gen X. In addition, Gen Y pays more attention to brands that match their personality and style, have an interesting and humorous tone of voice, than to those who communicate only useful information and user experiences. Brands targeting Gen Y in Croatia, could therefore be recommended to pay more attention to product quality, offer savings and use a humorous tone of voice when communicating on digital channels.

Generation X ; Generation Y ; brand ; consumer behavior

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