Gen BuYHow Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail
Discover the forces driving the decisions of today's most sought after consumers According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY, Yarrow and O'Donnell argue that these voracious and fearless consumers have revolutionized the way Americans shop by turning traditional sales and marketing strategies upside down. Based on solid research, the book offers an in-depth look at what motivates these young people to buy certain products and reject others. The authors reveal what makes these consumers tic-how they define power, why they loath manipulation, and why they rely on technology-and show marketers how they can tap into the buying power of this burgeoning group of consumers. Shows what it takes to successfully woe and win young consumers with purchasing power Filled with surprising insights into the psyche of Gen Y buyers Written by an expert in consumer research and a well-connected media consumer author Gen Buy is a must-have resource for marketers, advertisers, retailers, and manufacturers who want to understand the new generation of consumers.
Introduction. 1: Gen Y Is from Mercury. 2: They Shop Like They’re from a Different Planet Than Their Parents’, Too. 3: The Whys Behind the Buys. 4: The Lives, Minds, and Hearts of Today’s Tweens, Teens, and Twenty-Somethings. 5: Sex, Love, and Shopping. 6: Influence: The Force That Is Gen Y. 7: What Works with Gen Y. 8: Adapting to Gen Y’s Shopping Preferences and Power: Views from Our Experts. Notes. Acknowledgments. About the Authors. Index.
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)
Kit Yarrow, Ph.d., is an award-winning consumer research scholar and a professor of both marketing and psychology at Golden Gate University, where she chairs the Psychology Department. She speaks and consults regularly in the U.S. and in Europe, applying psychology to shopping, business, and society. Jayne O'Donnell is a retail and automotive reporter for USA Today, where she has worked since 1993 and won several journalism and public service awards. A former columnist for Woman's Day, Jayne has written for publications including Good Housekeeping, Cosmo Girl!, and Parents.
In our uncertain economic times, it is more important than ever to understand the forces that drive the purchasing decisions of the members of Gen Y (those born between 1978 and 2000). As today's largest and most influential generation of shoppers, their tastes and technological expertise are revolutionizing the way companies do business. Kit Yarrow and Jayne O'Donnell argue that this complex generation can best be reached through a deep understanding of what makes them tick. In this groundbreaking book, they explore the psychological and social underpinnings of what Gen Yers want, why they buy, and how to best engage them. Gen BuY outlines practical suggestions for marketers on how to harness this group's incredible buying power—and arms consumers with a better understanding of what triggers their own shopping and buying habits. Based on comprehensive research, including personal interviews, focus groups, a national online survey, and a keen analysis of academic and industry studies, Gen BuY reveals unique insight into the hearts and minds of this powerful group of consumers and offers actionable tactics on how to capture their considerable buying power. Gen Y will continue to turn traditional sales and marketing upside down: From mobile banking, to getting their grandparents hooked on Wiis, to the booming green movement, their stamp is already pervasive. This vital new book is the resource that will help keep businesses in touch with the buying power of Gen Y.
Praise for Gen BuY "Technology, research, and psychographics combine to give us an excellent primer on the honesty and transparency needed to motivate and reach the Millennials. Yarrow and O'Donnell merge two streams of thinking to effectively build the case that Gen Yers are savvy to every tactic in the marketing equation. To bring them into our customer base, we must respect them every step of the way." —Peter Stringham, chairman and CEO, Young & Rubicam Brands "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. This enlightening book is a must-read for all who hope to keep their companies relevant and viable." —Publishers Weekly "Compelling and important reading, especially in today's economy. The headlines tell you the numbers. This book tells you how to make them better." —Ben Stein, economist, actor, and New York Times columnist "This book is a must-read for anyone who wants to appeal to the most powerful consumers of all time. Yarrow and O'Donnell capture the essence of a generation that, fortunately for retailers, really loves to shop!" —Tracy Mullin, president and CEO, National Retail Federation "Gen BuY unlocks the secrets of learning about and understanding the youth of America and their purchasing patterns. It's time well spent." —Keith Crain, chairman, Crain Communications
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