Soyez le premier à aimer ceci
The following study aims at better understanding generation Y consumers and their price perception in order to determine the pricing strategy that suits them best. However important this topic might be for businesses, there are only a handful of papers addressing it, especially in France where the research stream is inexistent. Based on a survey of 134 Y-ers, this paper shows how US research and French literature match an existing generation Y consumer group in France. It reveals how the current price fuzziness affects their reference price formation and shows that time is a variable that should not be underestimated when addressing this consumer segment. This paper ends with an executive summary for marketers.