1. CONSUMER
BEHAVIOUR OF
MILLENNIALS

2. INTRODUCTION TO MILLENNIALS
• The Term “Millennial” is usually considered to apply to individuals
who reached adulthood around the turn of the 21st Century.
• Howe and Strauss define the Millennial cohort as consisting of
individuals born between 1982 and 2004.

3. HOW DO THEY BEHAVE……..?????
• They aren’t influenced at all by Advertising.
• They would rather buy a car and lease a house.
• They review blogs before making a purchase.
• They value authenticity as more important than content
• They are using multiple technology devices.
• They are brand Loyal
• Their future inheritance won’t change their buying behavior
• They want to co-create products with companies.

4. PARAMETERS GENERATION X GENERATION Y
1. Consumer Type Sincerity appeals Smart(aware) consumer
2. Role in family Decision makers and
information gatherers
Strong Influencers
3. Media Habits TV Strongest medium TV, Internet
4.Purchase Behaviour Materialistic Savvy, Pragmatic
5. Technology Use technology Assume technology
6. Price-Quality Price Oriented Value Oriented
7. Loyalty Not really, Attitude of
getting the best deal
As long as Convenient
8. Diversity Accept Celebrate
9. Shopping Behaviour Self Reliant Self Inventive
10. Appealing
themes/products
Beverages, snacks,
footwear and music
Entertainment/clothes
and accessories, health

5. DECISION MAKING PROCESS of
Millennial
1. Problem Recognition Self-aware, will try to upgrade
lifestyles, but still conservative
2. Information Search Rely on Traditional advertising plus the
internet, occasionally seek peer groups
3. Alternative Evaluation and
Selection
Less interested in trends and more
stinted in overall spending.
4. Outlet Selection and
Purchase
Trade-off between time spent shopping
and desire to make a good buy. A mix of
multi-brand outlets and convenience
stores.
5. Post-Purchase Processes Moderate dissonance, even on
reasonable purchases.

6. Implications for Retailers

7. CONCLUSION
• Millennial are the most diverse and influential generations
in history. They are the most educated, most socially
responsible and most financially in trouble over all other
generations.
• Millennials are extremely Tech savvy and have delayed
adulthoods which make traditional marketing tactics almost
ineffective to them.
• Business must back away from traditional media and
towards an online presence through social idea, product
placement and event sponsorship at the same time
remembering how important “WORD OF MOUTH”
advertising is to millennials.
• When combining these messages with how to market to
millennials, business will have a better chance of reaching
out and forming a relationship with one of the most
influential generations of all time……..