Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail [NOOK Book]

Overview

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...

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Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail

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Overview

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.

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Editorial Reviews

Publishers Weekly

Yarrow, consumer psychologist, and O'Donnell, a 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 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. 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.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From the Publisher
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)
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Product Details

  • ISBN-13: 9780470523636
  • Publisher: Wiley
  • Publication date: 8/7/2009
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 250
  • File size: 353 KB

Meet the Author

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.

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Table of Contents

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.

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Sort by: Showing 1 Customer Reviews
  • Posted August 15, 2011

    Great for marketers - and anyone who wants to know what makes gen y tick

    Really insightful especially about what makes teens and young adults tick. Fun read.

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