Att veta hur man som individ bör handla och hur man egentligen gör, har alltid förbryllat forskare. Då generationer kommer och går, är det alltid en fråga i hur dessa generationer ser på saker och ting, som i vårt fall, investeringsbeteendet. Tidigare studier har påvisat hur generation X (1965-1979) och generation Y (1980-1995) bör bete sig då generationerna har olika kännetecken i beteende. Det har även forskats mycket om vilka kognitiva egenskaper hos en individ som påverkar investeringsbeteendet. Syftet med uppsatsen är att förklara om det finns någon skillnad mellan de olika generationerna, och i så fall, vad detta kan bero på. För att genomföra denna uppsats har en positivistisk forskningsfilosofi valts, i kombination med en deduktiv ansats och en kvantitativ metod. Uppsatsen kunde indikera att det i helhet inte fanns någon signifikant skillnad mellan de olika generationerna vid utfrågning av de olika beteende mönstren. Dock var det diverse faktorer som det skiljde sig åt mellan generationerna som inkomstnivå, utbildningsnivå och strategi vid val av investering. Vidare kunde man antyda vilka faktorer som påverkade investeringsbeteendet, där tidspreferensen kunde förklaras, inkomst och strategiskt planerande kunde delvis förklara investeringsbeteendet. Begränsningar med uppsatsen var att respondenterna valdes slumpmässigt under en kort period, där kunskap och intresse för finansiella investeringar varierade. Enkätstudien kunde på så sätt bli oförståelig för respondenterna och resultaten missvisande som en följd av detta. Dock är forskningen kring generationsskillnader väldigt begränsad, därför kan denna uppsats vara en grund för vidare forskning inom samma område, då man kan försäkra sig med denna uppsats, just vilka områden som berörts. / Knowing how we as individuals should act and how individuals actually behave, have always puzzled scientists. While generation comes and goes, it is always a question of how these generations look and react to things, and in our case, investment behavior. Previous studies have demonstrated how Generation X (1965-1979) and Generation Y (1980-1995) should act, when these generations have different characteristics in their behavior. It has also been researched a lot about the cognitive characteristics of an individual that affect investment behavior. The purpose of this paper is to explain if there is any difference between the different generations, and if so, what it might be due. To implement this essay has a positivist research philosophy chosen, together with a deductive approach and a quantitative method. The essay could indicate that in the whole there was no significant difference between the different generations at the hearing of the different behavioral patterns. However, it was various factors that differed between the generations as income level, education level and strategy in the selection of investment. Furthermore, one could suggest what factors influenced investment behavior, where time preference could explain, capital and strategic planning could partly explain investment behavior. The limitation of this thesis was that the respondents were randomly selected and sampled for a short period of time, in places where knowledge and interest in financial investments varied. The survey study could thus be incomprehensible to the respondents and the answers misleading as a result. However, research on generational differences is very limited to date; therefore this paper can act as a basis for further research in the same area, when because of this essay, you know which areas have been analyzed.

Thesis (D. Min.)--Dallas Theological Seminary, 1999. / Includes abstract. Includes bibliographical references (leaves 73-76).

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Date: June 1st, 2011 Program: MIMA – International Marketing Course name: Master Thesis (EFO705) Title: Differences of Consumers’ Perception and Attitude towardsMarketing Communication through media: comparison generation X, Y, and ZinThailand Problem: How each generation perceive and react to marketingcommunication differently: comparison Generation X, Y, and Z. Research question: What are the particular differences ofperception and attitude towards marketing communication through media among eachgroup of consumers: comparison Gen X, Y, and Z in Thailand? Purpose: To compare differences of perception and attitude betweengeneration X, Y and Z towards marketing communication through the chosen media(television, print, and internet). Method: A qualitative method was used to achieve the purpose ofthis thesis. The primary data was gathered by using semi-structured interviewwith twelve respondents in three different generations: X, Y and Z. Secondarydata such as online documents and textbooks were also supported to enhance thevalue of the findings. Conclusion: Comparing the perception and attitude toward marketingcommunication by media between generation X, Y and Z are almost the same. Thereason is that the technology is changing over time and has more impact fortheir life. As a result their lifestyle is dominated by internet. Advertisingon TV is still much alive while print ads are almost end for generation Y and Zsince this kind of media is unattractive as well as the new generations are readless.However, print ads are effective for generation X.

The purpose is to outline and discuss how natural cosmetics companies succeed in creating desire for their products by implementing sensory marketing in their outlets in France and how the sensory marketing impacts differently on French women depending on their generation.Theory: The concept of branding and especially sensory branding introduces the strategy based on sensory marketing. A detailed description is given for each human sense about their characteristics, their importance in the buying process and their role to attract customers.Method: Our research consists in the elaboration and the administration of a questionnaire for French women between 15 and 50. After using secondary data and assuming hypotheses, the questionnaire enables to revise or not the theory and was built according to observations that have been made in natural cosmetics shops.Conclusion: Sensory marketing impacts consumers differently whether they belong to the generation X or to the generation Y. The same stimulus leads to different behaviours and different levels of sensitiveness. The generation X is greatly sensitive to touch while the smell impacts significantly the generation Y. Overall, both generations are influenced by a pleasant environment in which they spend more time and which increases their desire to purchase.Some companies can take advantage of these findings to implement efficient sensory practices in their outlet, affecting accurately the target generation.

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Generation Xers are latchkey kids. They are used to eat microwave food, and grow up with TV ¡V games. As the leading edge of the baby boomer creeps inexorably toward retirement and tighter spending habits, every company with something to sell is starting to focus on younger demographics Gen X'ers in their mid-20s to 40. The purpose of the study is to study Generation X life styles in the purchasing of sedans. More particularly, the purpose is to study the relationship of life style and decision making process, EKB model, of Generation X in the purchasing of sedans. The study aims to examine and identify applicable life styles segments of Generation X, and identify their differences between decision making process in the purchasing of sedans. This study method is questionnaire and 600 questionnaires are released, and the retrieved valid questionnaires are 404 copies. This study utilizes using SPSS for Windows as the tool to conduct statistical analysis, including descriptive analysis, reliability test, factor analysis, cluster analysis, Pearson¡¦s Chi ¡V Square and ANOVA test. Four types of life styles are generalized. There are ACTIVE life style, INFORMATION ¡V ORIENTATION life style, STABLE life style, and INDEPENDENT life style. The finding results as follow. 1. In the purchasing of sedans, there are partial significant differences on demographics with respect of Generation X life styles. 2. In the purchasing of sedans, there are no significant differences on problem recognition with respect of Generation X life styles. 3. In the purchasing of sedans, there are no significant differences on information search with respect of Generation X life styles. 4. In the purchasing of sedans, there are partial significant differences on elevation of alternatives with respect of Generation X life styles. 5. In the purchasing of sedans, there are partial significant differences on purchase with respect of Generation X life styles. In the end of the study, some suggestions for further research are made. Given the study results, the marketer and policymakers of manufacturer sedan brands can find the needs of Generation X life styles in the purchasing of sedans. The study results for marketers and policymakers may provide strategy for sedans with Generation X life styles different of degree of demographics, problem recognition, information search, elevation of alternatives, and purchase.

Thesis (D. Min.)--Denver Seminary, 2007. / Includes bibliographical references (leaves 333-343).

Thesis (D. Min.)--Boston University, 2001. / Abstract. Includes bibliographical references (leaves 152-159).